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| Author: | DeMoranville, C.W. Bienstock, C.C. |
| Title: | Question order effects in measuring service quality |
| Journal: | International Journal of Research in Marketing
2003 : SEP, VOL. 20:3, p. 217-231 |
| Index terms: | Service Quality Measurement |
| Language: | eng |
| Abstract: | Service quality measurement plays important role in assessing service performance, diagnosing service problems, managing service delivery, and determining employee and corporate rewards. This study examines question order effects on service quality measurement of three services, banking, hair salons, and dental services. Assimilation effects for overall service quality items are found in banking and hair salons, and contrast effects for specific questions (SERVQUAL) in banking. In addition, the difference in SERVQUAL means was the result of changes in the performance items, not the exceptations items. The results highlight the importance of academic researchers and practitioners considering question order when designing and administering service quality questionnaires. |
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