Answers:
SERVQUAL conceptualises service quality that measures quality of service as perceived by customers. SERVQUAL is a complex schema, but it remains a prominent model to evaluate service quality, especially when the service is used in a modified form. A. Parasuraman, Professor of Marketing, conducted exploratory investigation in retail banking, credit card, securities brokerage and product repair and maintenance to develop the SERVQUAL scale.
Customers evaluate service quality by comparing expectations and perceptions of the service based on quality dimensions. A. Parasuraman divided SERVQUAL into five dimensions: tangibles, reliability, responsiveness, assurance and empathy.
Retailers can use multiple-item scale of SERVQUAL to understand service expectations and perceptions, as SERVQUAL has good reliability and validity