Antecedents of customer satisfaction
Service quality has become a significant research topic in marketing in recent
years. Meanwhile the significance of service quality has led to the development
of alternative schools of thought. The prominent ones are the “disconfirmation
school of service quality” lead by Parasuraman, Zeithaml and Berry and “the
perception school of service quality” personified by Cronin and Taylor. The
difference of view between these two schools of thought has ignited a heated
debate with respect to the definition and measurement of service quality.