Computing the SERVQUAL score
Simple statistical method namely the mean and standard deviations are used to compute the SERVQUAL score.
Step 1: The first step in the assessment of service quality is the calculation of the SERVQUAL score (SQ) of the 25 pairs of expectation/perception statements for each respondent. The SERVQUAL score is computed for each respondent as:
SERVQUAL score (SQ) = perception score (P) – expectation score (E)
Step 2: The second step in the computation of SQ is to total up the scores obtained in the first step for each of the service dimensions and then divide the number of statements in the particular dimension. For example, the SQ for the “reliability” dimension is obtained by adding the SQ for the five statements measuring reliability, then dividing by five.
Step 3: Next for each dimension, the SQ are added for all the respondents and then divided by the number of respondents. This would give an overall SQ for the service dimension.
Step 4: Finally, to obtain the unweighted SQ, the SQ obtained for each of the five dimensions is added up together and divided by five.
Step 5: To obtain the weighted SQ, the results obtained in Step 2 are multiplied by the corresponding weights assigned to the dimensions. This would give us a weighted SQ for each respondent. Next proceed with Steps 3 and 4 to obtain the overall weighted SQ.