SERVQUAL – measuring service quality

SERVQUAL (Service Quality) is a self-administered questionnaire designed to measure how customers view/judge service quality. Parasuraman et al (1994) defined service quality as the degree of discrepancy between customers’ normative expectations for the service and their perceptions of the service performance.
Parasuraman made the assumption that customers judge service quality by making a comparison between their expectation of the service that they should receive and their perceptions of the service that they actually receive.