Later work by Rust and Oliver (1994) adds a third component: the service environment.
The American school has predominantly used the SERVQUAL scale to measure and
dimension service quality. This multi-item scale evaluates five quality dimensions
from a global perspective (Parasuraman et al., 1988):
(1) reliability;
(2) reactivity;
(3) guarantee/safety;
(4) empathy; and
(5) tangible elements