Service Expectations and Perceptions Revisited:Adding Product Quality to Servqual

Abstract

Since the release of SERVQUAL and its findings, much has been written on service quality. In this study, we extend the SERVQUAL concept by adding product attributes and examining the combined results. The conclusions reached are that the product dimension is uppermost in the customer’s mind and, by excluding it, SERVQUAL only told half a story, and the less important half at that. For best results, we provide recommendations on how to incorporate customer service (service quality) with product offerings into an entity’s operations.