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| Author: | Smith, A. M. |
| Title: | Some problems when adopting Churchill's paradigm for the development of service quality measurement scales |
| Journal: | Journal of Business Research
1999 : OCT, VOL. 46:2, p. 109-120 |
| Index terms: | Measurement Service Quality Marketing United Kingdom Europe |
| Language: | eng |
| Abstract: | Since the 1970s, marketing academics have sought to establish the reliability and validity of measures of marketing constructs. In 1979, Churchill described a paradigm. There are, however, many problems involved in the adoption of Churchill's framework. A more recent adaptation has been the development of the well-known measure of service quality - SERVQUAL (Parasuraman, Zeithaml, and Berry, 1988 and 1994). With reference to that scale's development and a study that assessed a number of measures for the evaluation of family-planning services this paper illustrates that the criteria for establishing reliability and validity may be more indicative of measurement error than of evidence that the scale is an effective measure of the underlying construct. |
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