the two parts of the servqual survey are
SERVQUAL SERVQUAL is a multidimensional research instrument (i.e. questionnaire or measurement scale) designed to measure service quality by capturing respondents’ expectations and perceptions along the five dimensions of service quality.[2] The questionnaire consists of matched pairs of items; 22 expectation items and 22 perceptions items, organised into five dimensions which are believed to align with the consumer’s mental map of service quality dimensions. Both the expectations component and the perceptions component of the questionnaire consist a total of 22 items, comprising 4 items to capture tangibles, 5 items to capture reliability, 4 items for responsiveness, 4 items for assurance and 5 items to capture empathy.[3] The questionnaire is designed to be administered in a face-to-face interview and requires a moderate to large size sample for statistical reliability. In practice, it is customary to add additional items such as the respondent's demographics, prior experience with the brand or category and behavioural intentions (intention to revisit/ repurchase, loyalty intentions and propensity to give word-of-mouth referrals). Thus, the final questionnaire may consist of 60+ items and typically takes at least one hour, per respondent, to administer. The length of the questionnaire combined with sample size requirements contribute to substantial costs in administration and data analysis.