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SERVice QUALity (SERVQUAL)
Parasuraman‚ Zeithaml‚ and Berry‚1988
http://ravansanji.ir/?Servicequality

Reliability: The ability to perform the promised service dependably and accurately.
1.    Providing services as promised.
2.    Dependability in handling customer’s service problems.
3.    Performing services right the first time.
4.    Providing services at the promised time.
5.    Maintaining error-free record.
Responsiveness: The willingness to help customers and provide prompt service.
6.    Keeping customers informed about when services will be performed
7.    Prompt service to customers.
8.    Willingness to help customers.
9.    Readiness to respond to customers’ request.
Assurance: The knowledge and courtesy of employees and their ability to convey trust and confidence.
10.    Employees who instill confidence in customers.
11.    Making customers feel safe in their transaction.
12.    Employees who are consistently courteous.
13.    Employees who have the knowledge to answer customer questions.
Empathy: The caring‚ individualized attention provided to the customer.
14.    Giving customers individual attention.
15.    Employees who deal with customers in a caring fashion.
16.    ha‎ving the customer’s best interest at heart.
17.    Employees who understand the needs of their customers.
18.    Convenient business hours
Tangibles: The appearance of physical facilities‚ equipment‚ personnel‚ and communication materials.
19.    Modern equipment.
20.    Visually appealing facilities.
21.    Employees who have a neat‚ professional appearance.
22.    Visually appealing material associated with the service.
DIRECTIONS: This survey deals with your opinions of-‎-- services. Please show the extent to which you think firms offering -‎-- services should possess the features described by each statement. Do this by picking one of the seven numbers next to each statement. If you strongly agree that these firms should possess a feature‚ circle the number 7. If you strongly disagree that these firms should possess a feature‚ circle 1. If your feelings are not strong‚ circle one of the numbers in the middle. There are no right or wrong answers-all we are interested in is a number that best shows your expectations about firms offering -‎--services.
1.    They should have up-to-date equipment.
2.    Their physical facilities should be visually appealing.
3.    Their employees should be well dressed and appear neat.
4.    The appearance of the physical facilities of these firms should be in keeping with the type of services provided.
5.    When these firms promise to do something by a certain time‚ they should do so.
6.    When customers have problems‚ these firms should be sympathetic and reassuring.
7.    These firms should be dependable.
8.    They should provide their services at the time they promise to do so.
9.    They should keep their records accurately.
10.    They shouldn't be expected to tell customers exactly when services will be performed.(-)
11.    It is not realistic for customers to expect prompt service from employees of these firms. (-)
12.    Their employees don't always have to be willing to help customers. (-)
13.    It is okay if they are too busy to respond to customer requests promptly. (-)
14.    Customers should be able to trust employees of these firms.
15.    Customers should be able to feel safe in their transactions with these firms’ employees.
16.    Their employees should be polite.
17.    Their employees should get adequate support from these firms to do their jobs well.
18.    These firms should not be expected to give customers individual attention. (-)
19.    Employees of these firms cannot be expected to give customers personal attention. (-)
20.    It is unrealistic to expect employees to know what the needs of their customers are. (-)
21.    It is unrealistic to expect these firms to have their customers' best interests at heart. (-)
22.    They shouldn't be expected to have operating hours convenient to all their customers.(-)
SOURCE: Refined SERVQUAL battery adapted from Parasuraman‚ Berry‚ and Zeithaml 1991b; and Parasuraman‚ Zeithaml‚ and Berry 1994.

http://ravansanji.ir/?Servicequality

tangibility‚ reliability‚ responsiveness‚ assurance‚ and empathy.

1-7 Likert

This instrument can be found at: https://www.researchgate.net/profile/Valarie-Zeithaml-2/publication/225083802_SERVQUAL_A_multiple-_Item_Scale_for_measuring_consumer_perceptions_of_service_quality/links/5429a4540cf27e39fa8e6531/SERVQUAL-A-multiple-Item-Scale-for-measuring-consumer-perceptions-of-service-quality.pdf & https://www.researchgate.net/publication/247745350_The_Relationships_between_Culture_and_Service_Quality_Perceptions_Basis_for_Cross-Cultural_Market_Segmentation_and_Resource_Allocation & https://www.researchgate.net/figure/The-SERVQUAL-22-Scale-Items-Source-Parasuraman-et-al-1994-p207-c_fig4_305709072/download?_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6Il9kaXJlY3QifX0
Furrer‚ O.‚ Liu‚ B. S.-C.‚ & Sudharshan‚ D. (2000). The relationships between culture and service quality perceptions: Basis for cross-cultural market segmentation and resource allocation. Journal of Service Research‚ 2(4)‚ 355-371.
Parasuraman‚ A.‚ Zeithaml‚ V. A.‚ & Berry‚ L. L. (1985). A Conceptual Model of Service Quality and its Implications for Future Research. The Journal of Marketing‚ 41- 50.
Parasuraman‚ A.‚ Zeithaml‚ V. A.‚ & Berry‚ L. L (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing‚ 64(1)‚ 12- 40.
Parasuraman‚ A.‚ Zeithaml‚ V. A.‚ & Berry‚ L. L (1991). Refinement and Reassessment of the SERVQUAL scale. Journal of Retailing‚ 67‚ 42 -50.
Parasuraman‚ A.‚ Zeithaml‚ V.A.‚ & Berry‚ L.L. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing‚ 58 (1)‚ 111-124.
Parasuraman‚ A.‚ Zeithaml‚ V.A.‚ & Malhotra‚ A. (2005). ES-QUAL a Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research‚ 7 (3)‚ 213-233.