SERVQUAL and PAT: alternative disconfirmation approaches to the measurement of service quality in the foodservice industry

Johns, Nick, Lee-Ross, Darren, and Tyas, Phil (2000) SERVQUAL and PAT: alternative disconfirmation approaches to the measurement of service quality in the foodservice industry. Journal of Quality Assurance in Hospitality & Tourism, 1 (1). pp. 13-29.

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Abstract

Two approaches to measuring the quality of restaurant services are compared, both of which employ the expectancy-disconfirmation paradigm. A SERVQUAL style of questionnaire provided quality measures identified by 234 casual dining/fast food restaurant diners, which were used to differentiate foodservice establishments, but the data showed several statistical weaknesses, and respondents had trouble contextualizing the questions. Profile Accumulation Technique (PAT) was similarly able to distinguish between different restaurants, and the data had greater internal validity (n=22). However this methodology is based upon different assumptions from those underlying SERVQUAL, and there are also implications of cost and expertise. The paper concludes that instruments derived from SERVQUAL cannot claim to apply the theoretical basis of the expectancy-disconfirmation paradigm, whereas PAT is capable of assessing quality according to the paradigm. However, at present it cannot always be assumed that restaurant customers use the expectancy disconfirmation mechanism for evaluating all meal experiences. The advantages and disadvantages of both methods are discussed and implications for further research are identified.

Item ID: 12930
Item Type: Article (Research - C1)
ISSN: 1528-0098
Keywords: market research, service quality, quality measurement, foodservice, restaurants, statistical analysis, quantitative research, SERVQUAL, profile accumulation
Date Deposited: 16 Jul 2013 23:18
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1504 Commercial Services > 150401 Food and Hospitality Services @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9099 Other Commercial Services and Tourism > 909901 Hospitality Services @ 100%
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