A Test of Four Service Quality Measurement Scales: The Case of the Australian Advertising Industry

To establish enduring and profitable relationships with their client base, service firms generally aim to differentiate their offering on the basis of service quality, a rather elusive concept. As a result of an active stream of research in the area of service and relationship marketing, the issue of measuring Service Quality has been widely debated in the literature. Two main scales have been developed and critisised in the last few years, SERVQUAL and SERVPERF. Two weighted versions of these two scales have also been used. This study attempts to identify which one of these four alternatives would be best suited for the purpose of Australian Advertising agencies. The weighted SERVPERF was found to be the best overall predictor of service Quality. Limitations and suggestions for further research are presented in the conclusion of the paper.

Keywords

• Service Quality

• Discriminant Validity

• Measurement Scale

• Ideal Point

• Service Firm

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.