Criticism was directed at the conceptual
and operational aspects of the model, mostly its validity, reliability, operationalization of
expectations, and dimensional structure. However, there is general agreement that SERVQUAL
items are reliable predictors of overall service quality (Khan, 2003). Parasuraman et al. (1988)
noted that even if it may be necessary to reword or modify some of the items, the SERVQUAL
scale is applicable in a wide range of business services