“…Based on the fact that diverse consumers' tastes might exist in various service environments, research on service quality should be able to understand unpredictability and diversity of consumer evaluation. The methodological approaches to the study of service quality have progressed with supplementation and modification (Brady & Cronin, 2001;Ko & Pastore, 2004, 2005Parasuraman, Berry, & Zeithaml, 1991;Parasuraman, Zeithaml, & Berry, 1985Yildiz & Kara, 2012). New methodological attempts (Lam, Zhang, & Jensen, 2005;Rial, Varela, Rial, & Real, 2010;Yildiz & Kara, 2012;Young & Pedersen, 2010;Yosuke, Bennett, & James, 2007) have also been developed in order to understand consumers' perceptions of service quality.…”