A major contribution to service quality conceptualization and measurement was made
by Parasuraman et al. (1985; 1988), who proposed that service quality is a fivedimensional
concept and results from comparing customers’ expectations and
perceptions of service performance. Based on these arguments they developed a model
for measuring service quality, called SERVQUAL. The SERVQUAL model uses 22
statements to measure both expectations and perceptions. The statements cover five
service quality dimensions, namely reliability, responsiveness, tangibles, assurance and
empathy. The level of agreement with the given statement is assessed by using the
Likert-type scale. Over the years, this model has become the most widely adapted and
tested conceptualization of service quality