A majority of service quality assessments have been based primarily on the conceptual foundation of the SERVQUAL model (Parasuraman, Zeithaml, & Berry, 1988). Despite its popularity, the instrument has been criticized by many researchers in an effort to develop more valid measurement for a certain service context. The objectives are two folds: (1) provide a discussion of theoretical and practical aspects of the SERVQUAL model, when it is applied as a sport marketing tool, and (2) clarify directions for future research on service marketing/management.
Method
The purpose of this theoretical study is not to produce findings arrived by statistical procedures but to generate better insight through an exploratory case study as recommended by Strauss and Corbin (1998).
Analysis/Results
The SERVQUAL was developed under the theoretical foundation of the expectation-performance disconfirmation model (calculating difference score method). That is, a total of 22-item pairs are categorized to form the expectation-based scale and the perception-based scale. That is, collecting data with the use of the SERVQUAL requires administering the 22 item instrument twice. The overall service quality score is acquired by subtracting the expectation scores from the perception scores for each of the 22 pairs of items. To increase the overall service quality scores, sport organizations should attempt either to increase perceptions or lower customer expectations. Clearly, lowering customer expectations is not the recommended approach for a strategic marketing plan for a success oriented organization.
Adding to the psychological inadequacy, the scoring process of the SERVQUAL seems problematic. “-4”, which is “perceived (or overall) service quality score” (indicating “negative disconfirmation”), can also be calculated from different numerical values of service perception and service expectation (e.g., 3 - 7 = -4; 2 - 6 = -4). Brown et al. (1993) found that the scoring method of the SERVQUAL may create variance restriction problems. Those are the main psychological inadequacies related to the scoring method.
Conclusions
Our analysis clarified various facets of the assessment tool for researchers in the field of sport management. Thus, it is recommended that the researchers in the field of sport management should carefully evaluate applicability and dimensionality (theoretical and practical issues) of a selected service quality measurement prior to actual administration. In summary, it is hoped that the issues addressed in this study can advance our knowledge of service quality assessment for future research. More findings from this study will be thoughtfully presented for interested audiences..