Servquak

European Journal of Marketing
Emerald Article: SERVQUAL: review, critique, research agenda
Francis Buttle

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To cite this document: Francis Buttle, (1996),"SERVQUAL: review, critique, research agenda", European Journal of Marketing, Vol.
30 Iss: 1 pp. 8 - 32
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http://dx.doi.org/10.1108/03090569610105762
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Users who downloaded this Article also downloaded: *
Patrick Asubonteng, Karl J. McCleary, John E. Swan, (1996),"SERVQUAL revisited: a critical review of service quality", Journal of
Services Marketing, Vol. 10 Iss:6 pp. 62 - 81
http://dx.doi.org/10.1108/08876049610148602
Gi-Du Kang, Jeffrey James, (2004),"Service quality dimensions: an examination of Grönroos's service quality model", Managing
Service Quality, Vol. 14 Iss: 4 pp. 266 - 277
http://dx.doi.org/10.1108/09604520410546806
Nimit Chowdhary, Monika Prakash, (2007),"Prioritizing service quality dimensions", Managing Service Quality, Vol. 17 Iss:5 pp.
493 - 509
http://dx.doi.org/10.1108/09604520710817325

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European
Journal
of Marketing
30,1

SERVQUAL: review, critique,research agenda
Francis Buttle

8
Received October 1994
Revised April 1995

European Journal of Marketing,
Vol. 30 No. 1, 1996, pp. 8-32.
© MCB University Press, 0309-0566

Manchester Business School, Manchester, UK
SERVQUAL: a primer
SERVQUAL provides a technology for measuring and managing service
quality (SQ). Since 1985, when the technology was first published, its
innovatorsParasuraman, Zeithaml and Berry, have further developed,
promulgated and promoted the technology through a series of publications
(Parasuraman et al., 1985; 1986; 1988; 1990; 1991a; 1991b; 1993; 1994; Zeithaml
et al., 1990; 1991; 1992; 1993).
The ABI/Inform database “Global edition”, (September 1994) reports that
service quality has been a keyword in some 1,447 articles published in theperiod January 1992 to April 1994. By contrast SERVQUAL has been a keyword
in just 41 publications. These publications incorporate both theoretical
discussions and applications of SERVQUAL in a variety of industrial,
commercial and not-for-profit settings. Published studies include tyre retailing
(Carman, 1990) dental services (Carman, 1990), hotels (Saleh and Ryan, 1992)
travel and tourism (Fickand Ritchie, 1991), car servicing (Bouman and van der
Wiele, 1992), business schools (Rigotti and Pitt, 1992), higher education (Ford et
al., 1993; McElwee and Redman, 1993), hospitality ( Johns, 1993), business-tobusiness channel partners (Kong and Mayo, 1993), accounting firms (Freeman
and Dart, 1993), architectural services (Baker and Lamb, 1993), recreational
services (Taylor et al.,...