PSE&G, a utility company located in New Jersey is conducting a services marketing research study to assess its service performance. It will measure the gaps between customer expectations and perceptions along the five dimensions of service quality. Which of the following types of research should PSE&G use?
A) Critical incident studies
B) Requirements research
C) SERVQUAL surveys
D) Trailer calls
E) Customer panels

Question

Quizplus · Accepted Answer

SERVQUAL surveys are designed to measure the gaps between customer expectations and perceptions across the five dimensions of service quality. This type of research is ideal for PSE&G's needs as it will help identify areas where there are discrepancies between customer expectations and the utility company's service delivery.

PSE&G, a Utility Company Located in New Jersey Is Conducting