The most widely accepted framework for researching service quality stems from the premise that a consumer's evaluation of service quality is a function of the ________ of the gap between the customer's expectations of service and the customer's assessment of the service actually delivered.
A) type and physical characteristics
B) intangible attributes
C) extrinsic cues
D) magnitude and direction
E) intrinsic cues

Question

Quizplus · Accepted Answer

The most widely accepted framework for researching service quality is based on the magnitude and direction of the gap between what customers expect and what they perceive to have been delivered. This approach emphasizes the importance of understanding how big the gap is (magnitude) and whether the service falls short of or exceeds expectations (direction).

The Most Widely Accepted Framework for Researching Service Quality Stems