• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.39-58
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• 2004

After SERVQUAL was proposed as a measure of perceived service quality, several arguments have been made against its validity and some competing measures have been developed. This paper reviews those controversies. Particularly, it compares the concept of expectation in the research of service quality with that in the research of satisfaction, re-purchase intention and suggests the authors' opinion. In addition, the paper suggests sequential casual relations among expectation, perceived performance and perceived service quality. With the help of previous researches concerning "SERVQUAL" and the related topics, six variables concerning travel services were identified. The six variables are tangibility, reliability, responsiveness, assurances, empathy and costs. Seven hypotheses were developed using these variables. The review of literature covers service's concept, model and method of service quality evaluation, and relationship among the concepts which is related to the service quality. The results of our study suggest further research is necessary to clarify which one is a better tool because we have a conflicting research outcome in terms of model fitting. The study also shows that assurances and costs have positive effect on customer satisfaction. It also turned out that customer satisfaction has positive effect on repurchase intention.

• Asia Marketing Journal
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• v.1 no.2
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• pp.77-99
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• 1999

본 연구의 첫 번째 목적은 Service Quality를 측정하는데 있어서 기대와 성과 측정치를 차감하는 차감식(difference score)에 의한 방법(SERVQUAL), 지각된 성과만으로 개념화/조작화 하는 방법(SERVPERF), 차이를 한 번에 직접 측정하는 방법(non-difference score) 중 어느 방법이 가장 타당한지를 조사하는 것이다. 본 연구의 두 번째 목적은 서비스품질뿐만 아니라 서비스가치 construct가 만족과 구매의도에 대한 선행변수로서 갖는 이론적 가치를 조사하는 것이다. 전국의 특 1급, 특 2급, 1급 호텔 148개의 투숙객을 대상으로 설문조사가 이루어졌다. 연구결과 SERVQUAL이나 SERVPERF에 의한 방법보다는 비차이척도를 이용하는 방법이 보다 높은 설명력을 갖는 것으로 나타났다. 또한 만족과 구매의도에 미치는 영향력에 있어서 서비스품질 뿐만 아니라 서비스가치 또한 유의적인 영향력을 갖고 있는 것으로 나타났다. 끝으로 연구결과와 관련하여 추가적인 논의를 하였다.