Validity and reliability in perceived quality measurement models: An empirical investigation in Spanish ceramic companies

This paper verifies the adequacy of perceived quality measurement instruments by comparing the SERVPERF and EP methods. After a discussion of the differences between the two methods, a quality perception measurement instrument for the company is developed and applied to a sample of ceramic company clients. The methods are compared by analyzing the multitrait‐multimethod matrix using the structural equation model methodology. Results indicate that SERVPERF has greater reliability, greater convergent and discriminant validity, explains variance more completely, and consequently introduces less bias.