Exploration and Development of SERVQUAL

The gap‐based SERVQUAL model is a popular service quality determinant due to its superior diagnostic capacity over alternative explanatory frameworks. However, some researchers criticize the performance of the SERVQUAL model and propose alternative service quality measurement constructs. Nevertheless, it is argued that the superior diagnostic capacity of SERVQUAL is its key strength; and that any criticism made of it when making comparison with alternative models does not reflect the differing nature of scales of statistical analysis. Arguably, the only limitation of a gap‐based model is misinterpretation of customers’ evaluation and perception of a service. In this research, the gap score is transformed into a ratio score. Also, empirical tests and implications are presented to support this alternative contribution to the body of knowledge.