Reassessment of Expectations as a Comparison Standard in Measuring Service Quaiity : implications for Furtiier Research

  title={Reassessment of Expectations as a Comparison Standard in Measuring Service Quaiity : implications for Furtiier Research},
  author={Valarie A. Zeithaml and Leonard L. Berry},
The authors respond to concerns raised by Cronin and Taylor (1992) and Teas (1993) about the SERVQUAL instrument and the perceptions-minus-expectations specification invoked by it to operationalize service quality. After demonstrating that the validity and alleged severity of many of those coiicerns are questionable, they offer a set of research directions for addressing unresolved issues and adding to the understanding of service quality assessment. 

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