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Measuring Service Quality and Promoting Decentring

Calum Webster (Senior Consultant with Sutton Smith Ltd and can be contacted at Amco House, 30 Norfolk Street, Sunderland, Tyne and Wear SR1 1EE, UK. Tel: 091 510 8110.)
Li‐Chu Hung (based at the National Kaohsiung Institute of Technology, Taiwan.)

The TQM Magazine

ISSN: 0954-478X

Article publication date: 1 October 1994

4272

Abstract

Presents two questionnaires for measuring service quality. Derived from the SERVQUAL instrument, they have been field tested on around 100 subjects. The adapted questionnaires are shorter and more flexible when compared with SERVQUAL. They may be used separately or in combination. One questionnaire is given to consumers of the service and the other may be given to the service providers. Comparing results from the two groups can help shape the service quality strategy of the provider. Although describing a hospitality application, the approach to adapting SERVQUAL can be followed in other service contexts. Further introduces the concept of “decentring” in a quality context i.e. perceiving the service from the consumer’s viewpoint. Using the two adapted questionnaires helps service providers see quality from the customer’s perspective and so promote customer focus.

Keywords

Citation

Webster, C. and Hung, L. (1994), "Measuring Service Quality and Promoting Decentring", The TQM Magazine, Vol. 6 No. 5, pp. 50-55. https://doi.org/10.1108/09544789410067871

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited

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