Service quality in the Australian advertising industry: a methodological study

The issue of measuring service quality has been widely debated in the literature. Two main scales have been developed and criticized in the last few years: SERVQUAL and SERVPERF. Attempts to identify which one of these scales would be best suited for the purpose of Australian advertising agencies. SERVPERF was found to be the best overall predictor of service quality. Discusses the study’s limitations and makes suggestions for further research in the concluding section.