Measuring service quality: a systems approach

Initially, development of theory and processes for the evaluation of service quality lagged behind that for evaluating product quality. Even now, service quality measurement is beset by several problems. Describes some of the difficulties in evaluating service quality and presents a framework for evaluating it which uses a general systems theory approach. Suggests that, to understand consumers′ views of the quality level in the firm, service managers should consider perceptions of service inputs and the service process as well as perceptions of service outcomes. Presents the results of two studies involving six types of service in support of the framework. Discusses recommendations for the implementation of a systems outlook and its implications for services marketers.