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...ink between CS and SQ. This is a complex issue characterized by confusion about the distinction between the two constructs as well as the causal direction of their relationship. SQ researchers (e.g.. =-=Carman 1990-=-; PZB 1988) in the past have distinguished between the two according to the level at which they are measured: CS is a transaction-specific assessment (consistent with the CS/D literature) whereas SQ i...

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...ators. 202 Journal of Retailing Vol. 76, No. 2 2000 Service Quality (SQ) Service quality is a widely studied, and debated, construct (cf., Babakus and Boller, 1992; Brown, Churchill, and Peter, 1993; =-=Carman, 1990-=-; Peter, Churchill, and Brown, 1993; Cronin and Taylor, 1992, 1994; Parasuraman, Zeithaml, and Berry, 1988; Teas, 1993). However, for the purpose of explaining variance in dependent constructs, the we...

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...ve been used for measuring SQ in many proprietary and published studies. It has also generated debate in the literature about the most appropriate ways to assess SQ (Brown, Churchill, and Peter 1993; =-=Carman 1990-=-; Cronin and Taylor 1992; Parasuraman, Berry, and Zeithaml 1991, 1993; Parasuraman, Zeithaml, and Berry 1994a, 1994b; Teas 1993. Three broad conclusions that are potentially relevant to defining, conc...

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...a, 1986). Second, the problems which expectation scores pose in terms of variance restriction have been highlighted (cf. Babakus and Boller, Service quality and satisfaction 1341 1992; Brown et al., 1993). Third, research has indicated problems associated with difference scores including findings showing that the performance items on their own explain more variance in service quality than difference scores (Babakus and Boller, 1992; Cronin and Taylor, 1992, 1994). Finally, the number of factors extracted has tended to vary from the five dimensions proposed (cf. Bouman and van der Wiele, 1992; Carman, 1990; Cronin and Taylor, 1992, 1994; Gagliano and Hathcote, 1994). In response to the empirical findings that have emerged, Parasuraman et al. (1994) have undertaken significant changes. These have included a reconceptualisation and extension of the expectations side distinguishing between desired and minimum expectations and suggesting the use of a three-column format that eliminates the need to re-administer items. The authors also propose a reduction in the number of items to 21, together with the use of nine-point instead of seven-point scales. They also recognise the possibility of the existe...

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..., reliability, assurance, and empathy. The SERVQUAL model has come under extensive criticism by marketing researchers because of the difficulty in replicating its dimensions (Babakus and Boller 1992; =-=Carman 1990-=-; Cronin and Taylor 1992). In addition, Cronin and Taylor (1992) maintained that expectations were not necessary in the measurement of service quality, thus conceptualizing their own model, called SER...

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...has been performed in specific industry settings. The empirical work being performed, most notably related to the development and testing of the SERVQUAL scale (Parasuraman, Zeithaml, and Berry 1988; =-=Carman 1990-=-; Babakus and Boller 1992; Cronin and Taylor 1992), places major emphasis on generalizing findings across service industries, relying on samples of generic services customers and/or measures which sup...

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... of the instruments the aspect of validity was investigated. Discriminant validity is indicated in a factor analysis when the factors and their items are found to be truly different from one another (=-=Carman, 1990-=-). Principal component factor analysis followed by a varimax rotation was applied simultaneously to all the items in the measures. The results (see Table I) show that Table I Factor analysis of the it...

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... The evidence has been quite mixed, with some authors arguing for strong, although qualified, support for this theory [38-40], while others have failed to support the current formulation of the model =-=[31, 41, 42]-=-. Essentially, the disconfirmation paradigm is based on a cognitive process and the assumption is made that people who enter into an exchange relationship bring with them preformed expectations and an...