Dimensions Of Service Quality

The definition of service quality is the customer’s impression of the relative inferiority or superiority of a service provider and its services (Bitner and Hubert,1994) and is often considered similar to the customer’s overall attitude towards the company (Parasuraman et al., 1988; Zeithaml, 1988; Bitner, 1990).

A review of literature on service quality highlights the important dimensions of quality. Parasuraman, Berry and Zeithaml (1988) define service quality as the gap between expectations and perception of service quality (SERVQUAL), and indicated five service quality dimensions.

A common denominator of research on service quality is the conclusion that, because services are intangible, heterogeneous, and their “production” and “consumption”

In this study, we assumed that the result quality has strong relationships with the extent that customer’s satisfaction objectives are achieved. And the result quality is one of the important factors of service quality. Therefore, service quality has two dimensions composed of process quality and result quality. In professional service, customer wants specific result such as improvements of creativity and productivity. The value of educational service is perceived when result is achieved with favorable process quality (Byung‐Suh Kang, Chul‐Ho Cho, Jong‐DeukBaek, 2007).

Many researchers support causal relationship between service quality and customer satisfaction (Woodside, A. G., Frey, L. L., and Daly, R. T, (1989). Service quality is considered as the antecedents to customer satisfaction. According to the Cronin and Taylor (1992), service quality appears to be only factors contributing to the customer satisfaction judgments. Spreng and Mocoy (1996) also provide supports for service quality as an antecedent to

I examined quality control hypothesis and found that Saleh (2008) argued for establishments of enhanced quality control of products to boost customer satisfaction and loyalty in the marketplace. While investigating aspects of relationship of product quality and I found that product quality is durability of products that acts as catalyst for consumer demands of safe products and customer satisfaction (Albert Vitales Cruz,