... effect the analysis of the study as these are taken theoretically. Originality/value This study is a first attempt to find similarities in both techniques while comparing benchmarking in Indian service industries. Choudhury (2014) analyzed service quality attributes of electricity utility...

.... Consequently, the widely used service quality measurement instrument SERVQUAL, developed for traditional customer service, may require adaptation for use in this information age. The identified general service quality dimensions in SERVQUAL may no longer be appropriate under this new and specific context...