Measuring customer service quality in international marketing channels: a multimethod approach

The measurement of perceived service quality using the SERVQUAL approach has been criticized by a number of authors recently. This criticism concerns the conceptual basis of this methodology as well as its empirical operationalization. Presents a complementary approach to measuring service quality based on conjoint analysis. Discusses the application of both SERVQUAL and conjoint analysis in the context of measuring customer service quality in international marketing channels and evaluates how the results may lead to a more comprehensive insight into the quality of customer service and provide a basis for segmentation and optimization of customer service.