SERVQUAL is __________.
A)An instrument to measure employees in a service environment
B)A questionnaire that can be used to track packages as they cross the United States and the world
C)A questionnaire that compares the importance and performance of a firm in service quality
D)An instrument to measure the deviations of quality from the norm on a scale from 1 to 10
E)None of these

Question

Quizplus · Accepted Answer

Parasuraman, Zeithaml, and Berry developed a measurement instrument called SERVQUAL. The scale has been applied in tens of thousands of service settings across all types of industries. It can be adapted to most any application in which the marketing manager wishes to gain customer input about the importance and performance of a firm against the five dimensions of service quality. Companies track SERVQUAL scores over time to understand how their service quality is tracking so that marketing managers can create approaches to improve areas as needed. Exhibit 9.11 provides a generic version of the SERVQUAL scale.

SERVQUAL Is __________