Perceived service quality models: Are they still relevant?

Abstract

The aim of this paper is to review the concept of perceived service quality and to provide an update to the body of service quality knowledge. It consolidates the pathway of perceived service quality concept from its emergence to the research models development. It also critically reviews four characteristics of service quality as prerequisites of perceived service quality conceptualisation. The examination of six perceived service quality models is intended to identify a superior model that could be used by further research.It appears that service characteristics, traditionally used to explain main differences between goods and services, have considerable limitations. This justifies the need to move towards a revised, service-driven framework in marketing and consider perceived service quality through the lens of the customer. The review of service quality models revealed that the model by Brady and Cronin (2001) have superiority with respect to earlier models; however it has contradictions that have not been addressed.The paper contributes with a literature review, on the past and future of perceived service quality concept. It identifies a superior model of perceived service quality for further research and provides suggestions for overcoming its existing limitations. The clarification on the link between perceived service quality and service quality models is provided. It proposes an agenda for future research to consider service quality models from the customers' perspective as well as to carry out tests of these models.

Service quality models in the context of the fitness industry

“…In turn, a precise consumption context leads to the emergence of salient meaning for the consumer in that context (Thompson, 1997). This forms a wider argument for future service quality models to consider the context of the specific industry to which they are applied (Polyakova and Mirza, 2015). Careful consideration of the unique characteristics shaping the sport and fitness industry, such as consumer motivations, high involvement of consumers in production of the service, perceived value of service experiences and after-use benefits for consumers, will create an improved link to a customer perspective on a service offered.…”

“…Another suggestion that comes from the service quality research is to follow servicedominant logic and explore what role consumers play in service quality co-creation (Polyakova and Mirza, 2015). Studies by Arnould and Price (1993), Kupers (1998) and Schembri and Sandberg (2011) confirmed that consumers actively co-construct the quality of their service experience.…”

“…As with service quality models in other industries, the development of quality models for fitness have been influenced by the positivist approach to measuring quality, however none of the models clarify their philosophical stance (Polyakova and Mirza, 2015). Over time, the models have improved the conceptualisation of service quality and its dimensions.…”

The Development of a Public Bathroom Perception Scale

“…Different frameworks like service quality and product evaluation [17][18][19] provide useful tools to research the perceptions about public bathroom use. From the service quality literature, we consider relevant the focus on expectations about the service quality.…”

A Longitudinal Analysis of E-Service Attributes Available on Apparel E-Retailing Sites

“…The three-component model developed by Rust and Oliver (1994) guided the conceptual development of this study. The model delineates three influencers of service quality: service product (i.e., what consumers get as an outcome), service delivery (i.e., how consumers get it), and service environment (Polyakova & Mirza, 2015). Because interactions are virtual in e-retail, the service delivery component is a critical part of e-service quality.…”