Performance-only measurement of service quality:

a replication and extension

Michael K. Brady
a,
*, J. Joseph Cronin
b
, Richard R. Brand
c
a
Department of Marketing, The Carroll School of Management, Boston College, 140 Commonwealth Avenue, Chestnut Hill, MA 02467-3808, USA
b
Florida State University, Tallahassee, FL, USA
c
Office of Program Policy Analysis and Government Accountability, The Florida Legislature, USA
Abstract
The research described in this study replicates and extends the Cronin and Taylor [Cronin JJ, Taylor SA. Measuring service quality: a
reexamination and extension. J Mark 1992:5568 (August).] study suggestion that service quality be measured using a performance-only
index (SERVPERF) as opposed to the gap-based SERVQUAL scale. The intent of the research was to examine the ability of the
performance-only measurement approach to capture the variance in consumers overall perceptions of service quality across three studies. For
the first study, the original Cronin and Taylor data were obtained and a replication of their study was undertaken using a recursive form of
their non-recursive model in an effort to avoid the abnormal parameter estimates they reported. The replication successfully duplicated their
finding as to the superiority of the performance-only measurement of service quality. The second and third studies included new data in
which different measures of the constructs examined in Cronin and Taylor were employed in order to enhance the validity of the findings.
The results from these two studies lent strong support again for the superiority of the performance-only approach to the measurement of
service quality. In addition, both the replication and the two new studies were used to extend Cronin and Taylors investigation of the service
qualityconsumer satisfaction relationship. The results of all three studies indicate that service quality is properly modeled as an antecedent
of satisfaction. D 2001 Elsevier Science Inc. All rights reserved.
The single most researched area in services marketing to
date is service quality. The interest in service quality
parallels the focus on quality, total quality management,
and satisfaction in business. (Fisk et al., 1993, p. 77)
The growth in, and corresponding importance of, the
services sector in the US and the world is well-documented
(Bateson, 1989; DeSarbo et al., 1994; Henkoff, 1994;
Koepp, 1987; Shugan, 1994). Over 75% of all US jobs
now reside in services industries (Shugan, 1994). Further,
the services sector generates over 85% of all new jobs and
66% of the GNP of the US (DeSarbo et al., 1994; Gronroos,
1990; Koepp, 1987). Research on services marketing has
grown correspondingly. In particular, academics and practi-
tioners alike have exhibited considerable interest in the
issues that surround the measurement of service quality
and the conceptualization of the relationship between ser-
vice quality and consumer satisfaction. The above quote
from Fisk et al. (1993) is indicative of the importance
attributed to these issues.
The conceptualization and measurement of the service
quality construct has been dominated by the use of the
SERVQUAL scale introduced by Parasuraman et al. (1988).
Their measurement of service quality proposes a gap-based
comparison of the expectations and performance percep-
tions of consumers. This measurement paradigm is similar
to the disconfirmation model traditionally used to assess
consumer satisfaction (see Cronin and Taylor, 1992, 1994;
Parasuraman et al., 1994; Teas, 1993, 1994 for a discussion
of these issues).
Cronin and Taylor (1992) were the first to offer a
theoretical justification for discarding the expectations por-
tion of SERVQUAL in favor of just the performance
measures included in the scale (i.e., what they termed
SERVPERF). The term performance-only measures has
thus come to refer to service quality measures that are based
only on consumers perceptions of the performance of a
service provider, as opposed to the difference (or gap)
between the consumers performance perceptions and their
performance expectations. In addition to their theoretical
* Corresponding author. Tel.: +1-617-552-0425; fax: +1-617-552-
2097.
E-mail address: bradymp@bc.edu (M.K. Brady).
Journal of Business Research 55 (2002) 1731
0148-2963/02/$ see front matter D 2001 Elsevier Science Inc. All rights reserved.
PII: S0148- 2963( 00) 00171- 5
argument, Cronin and Taylor (1992) report empirical evi-
dence that the performance-only SERVPERF instrument
outperforms the disconfirmation-based SERVQUAL scale
across four industries (i.e., banks, pest control, dry cleaning,
and fast food; see Cronin and Taylor, 1992). The use of
performance-only measures is suggested by a number of
authors including Babakus and Boller (1992), Boulding et
al. (1993), Cronin and Taylor (1992), Gotlieb et al. (1994),
Hartline and Ferrell 1996, Parasuraman et al. (1994), and
Zeithaml et al. (1996).
However, in spite of the evidence presented in Cronin
and Taylor (1992) and similar studies (e.g., Babakus and
Boller, 1992; Brown et al., 1993; McAlexander et al., 1994;
McDougall and Levesque, 1994), it is still common to see
the SERVQUAL scale used by service organizations (see
Davis, 1994; McCormack, 1994) and identified as the
appropriate service quality measurement tool in marketing
textbooks (e.g., Boone and Kurtz, 1995; Lamb et al., 1995;
Pride and Ferrell, 1996; Zeithaml and Bitner, 1996) and
journal articles (e.g., Akan, 1995; Chaston, 1995; Chebat et
al., 1996; Donnelly et al., 1995; Furrer et al., 2000;
Kettinger and Lee, 1994; McAtarsney, 1999; McDaniel
and Louargand, 1994; Mehta and Durvasula 1998; Pitt et
al., 1997; Witt and Stewart, 1996; Young et al., 1994). This
use of the SERVQUAL scale in the literature suggests that a
consensus has not been reached relative to the superiority of
performance-only measures of service quality.
Thus, Cronin and Taylors (1992) results, while cited
often, do not fully resolve the question as to how the service
quality construct should be conceptualized and measured.
One potential explanation for the continued use of the
SERVQUAL measure is that the Cronin and Taylor (1992)
study has not been replicated. The need for the replication of
their study is accentuated by the fact that their empirical
results may be subject to some conjecture due to the
abnormal squared multiple correlations (SMC) reported in
their results for the satisfaction construct. Specifically,
Cronin and Taylor (1992) reported SMCs of 2.298
(banking), 1.886 (pest control), and 7.799 (dry clean-
ing) for satisfaction; values that are outside of the plausible
range for this statistic (Hayduk, 1996; Mueller, 1996;
Schumacker and Lomax, 1996; Stevens, 1996). In sum,
the replication of the Cronin and Taylor (1992) study is well
justified on the basis of the continued use of the gap-based
SERVQUAL scale to measure service quality and the
questions inherent in the abnormal results (i.e., the SMCs
that are negative and greater than one).
The overall goal of the current study is to contribute a
measure of clarity to the research concerning the service
quality and satisfaction constructs. The specific objectives
of the research are: (1) to add further support to the
identification of performance-based measures as the domi-
nant exemplar relative to the measurement of service qua-
lity, (2) to clarify the nature of the relationship between
service quality and satisfaction as discussed in Cronin and
Taylor (1992), and (3) to extend the Cronin and Taylor
(1992) research with regard to the effects of service quality
and satisfaction on consumers purchase intentions.
In satisfying these objectives, the research presented
makes a number of notable contributions to the literature.
First, the replication of Cronin and Taylors (1992) study
indicates that the abnormal SMCs are not problematic and
reinforces the efficacy of the performance-only approach
to service quality measurement. Second, the studies
reported extend Cronin and Taylors results by re-asses-
sing the ability of performance measures to predict pur-
chase intentions in two new samples and five additional
service industries (i.e., spectator sports, entertainment,
health care, fast food, and long-distance carriers). In
addition, in the two new studies, alternative measures of
service quality and customer satisfaction are used, thereby
enhancing the validity of the original findings. Finally, the
research contributes to the literature by re-examining the
causal order of the service qualitysatisfaction relation-
ship. This contribution is significant in part due to the
conflicting results reported in the literature relative to their
causal order, but more importantly because the relation-
ship between these constructs is a vital consideration to
service practitioners.
The remainder of the paper is organized as follows. First,
the literature pertinent to the measurement of the service
quality, satisfaction, and purchase intentions constructs is
reviewed, followed by a discussion of the methodology
employed. The results will then be presented, followed by a
discussion of the research and managerial implications.
Suggestions for future research and a conclusion complete
the presentation.
1. Literature review
Despite the considerable published research relative to
the measurement of, and the relationship between the
service quality and customer satisfaction constructs (see
Bitner and Hubbert, 1994; Bolton and Drew, 1991b;
Ostrom and Iacobucci, 1995; Rust and Oliver, 1994;
Woodside et al., 1989), a consensus concerning these
key issues has not yet emerged. The conjecture pertaining
to these constructs can be divided into three primary
areas. First, there is disagreement concerning the causal
relationship between service quality, customer satisfaction,
and purchase intentions. Second, as evidenced by the
continued use of gap-based measures of service quality
in the literature, a definitive resolution has not been
reached concerning the proper operationalization of this
construct. Lastly, given the reported psychometric diffi-
culties associated with the use of difference scores (e.g.,
Brown et al., 1993; Spreng et al., 1996), unresolved
issues also remain relative to the operationalization of
customer satisfaction. In order to assist in the examination
of these topics, the pertinent literature concerning each
will be considered in turn.
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 18
1.1. Causal order: service quality and satisfaction
Simply stated, the causal order of the relationship
between service quality and consumer satisfaction has been
a matter of considerable debate within the marketing litera-
ture. Three major positions have been advanced. First,
service quality has been identified as an antecedent to
satisfaction (Anderson and Sullivan, 1993; Anderson et
al., 1994; Cronin and Taylor, 1992; Gotlieb et al., 1994;
Woodside et al., 1989). Within this causal ordering, satisfac-
tion is described as a post-consumption evaluation of
perceived quality . . . (Anderson and Fornell 1994, p.
245). Rust and Oliver (1994, p. 6) offer support for this
position in their suggestion that quality is one of the
service dimensions factored into the consumers satisfaction
judgment as do Parasuraman et al. (1985, 1988) who
specifically suggest that service quality is an antecedent of
customer satisfaction.
However, some researchers argue that satisfaction is
antecedent to service quality. Bitner (1990), borrowing
from Olivers (1980) conceptualization of the relationship
between satisfaction, service quality, and consumer beha-
vior toward the firm, suggests that service encounter
satisfaction is an antecedent of service quality. Bolton
and Drew (1991a,b), using an algebraic representation of
service quality, also provide support for this causal
ordering. Finally, Bitner and Hubbert (1994) advocate
the satisfaction !service quality causal order based on
the premise that service quality is akin to a global
attitude and therefore encompasses the more transient
satisfaction assessment.
The third conceptualization of the service quality
satisfaction relationship suggests that neither satisfaction
nor service quality may be antecedent to the other
(Dabholkar, 1995; McAlexander et al., 1994). Cronin
and Taylor (1992, Fig. 2, p. 59), in fact propose a
structural model that empirically supports a non-recur-
sive relationship between the two constructs. Unfortu-
nately, the SMC associated with their investigation of
this relationship is abnormally high (greater than 1)
and negative.
In sum, while there is a lack of consensus concerning the
specification of the service qualitysatisfaction relationship,
the dominant conceptualization suggests service quality is
an antecedent of the superordinate satisfaction construct. In
order to provide a sound foundation from which to assess
this relationship, the operational domain of the two con-
structs is considered next.
1.2. Service quality measurement
For a number of years, the dominant operationaliza-
tion of service quality has been Parasuraman et al.s
(1988) SERVQUAL scale. The foundation of the mea-
sure rested on the authors suggestion that service quality
should be represented as the difference, or gap,
between service expectations and actual service perfor-
mance (i.e., the disconfirmation paradigm). Thus, the
GAP paradigm implies that service quality is deemed
sufficient when consumer perceptions of service perfor-
mance are equal to or greater than the expected level
of service.
Using the disconfirmation paradigm as a theoretical
basis, Parasuraman et al. (1988) devised the SERVQUAL
scale. This instrument employs a pair of 22-item scales,
each identical with the exception that one assesses the
perceived performance of a service provider, the other
the consumers expectations regarding the level of ser-
vice to be received. Calculating the difference between
the 22 items each of five dimensions forms the service
quality measure (i.e., SERVQUAL). Those five dimen-
sions, that are proposed to be generalizable to virtually
any service provider are: (1) the reliability of the service
provider, (2) the responsiveness of the service provider,
(3) the tangible aspects of the service, (4) the assurance
provided by the service staff, and (5) the empathy shown
to consumers.
From its introduction, the SERVQUAL scale has been
the dominant measurement paradigm in the service
quality literature (Andaleeb and Basu, 1994; Asubonteng
et al., 1996; Babakus and Boller, 1992; Boulding et al.,
1993; Brown and Swartz, 1989; Ennew et al., 1993;
Parasuraman et al., 1994; Smith, 1999). However, Cronin
and Taylor (1992) suggest that there are problems
inherent in the use of the disconfirmation paradigm to
measure service quality. Specifically, Cronin and Taylor
(1992) argue that, if service quality is to be considered
similar to an attitude, as proposed by Parasuraman et
al. (1985, 1988), its operationalization could be better
represented by an attitude-based conceptualization. There-
fore, they suggest that the expectations scale be dis-
carded in favor of a performance-only measure of service
quality that they term SERVPERF. In a subsequent
cross-sectional empirical test, SERVPERF is shown to
outperform SERVQUAL.
Subsequent to the publication of Cronin and Taylors
(1992) findings, a number of scholars have arrived at
similar conclusions with respect to the superiority of
performance measures. More specifically, Babakus and
Bollers (1992) findings suggest that the expectation
portion of the SERVQUAL scale adds no additional
information beyond that which is obtained from perfor-
mance perceptions alone. Brown et al. (1993), recognizing
the widespread use of the scale as well as the criticisms
of its methodology, propose that a major problem with
the SERVQUAL gap model stems from the use of
difference scores. They cite several studies (e.g., Johns,
1981; Peter et al., 1993; Wall and Payne, 1973) which
report that difference scores cause reliability, discriminant
validity, and variance restriction problems, and contend
that SERVQUAL appears to suffer from one or more of
these deficiencies.
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 19
Teas (1993) also criticizes the conceptual foundation
of the scale citing the theoretical impossibility that
performance levels that exceed a consumers ideal stan-
dard should be evaluated higher than those that are
ideal. He refers to this inconsistency, in addition to
the well-documented criticisms of the gap model, as a
clear indication that an alternative to the SERVQUAL
scale should be a distinct priority. In addition, Carman
(1990) questions Parasuraman et al.s (1988) proposed
dimensionality for SERVQUAL on both theoretical and
methodological grounds.
Parasuraman et al. (1994), recognizing controversies
relative to their service quality measure, compare the
performance of four alternative measures, SERVQUAL,
SERVPERF, a summary disconfirmation measure (Brown
et al., 1993), and a three-column disconfirmation scale
that compares a consumers desired and adequate expec-
tations to their performance perceptions. The results of
their investigation suggest that both SERVPERF and the
summary disconfirmation measure outperform SERVQ-
UAL. However, the authors recommend the continued
use of their gap-based measure due to its superior diag-
nostic capacity.
1.3. Satisfaction measurement
Because of its potential influence on consumer pur-
chase intentions and customer retention (Anderson and
Fornell, 1994; Anderson and Sullivan, 1993; Bolton and
Drew, 1994; Cronin and Taylor, 1992; Fornell, 1992;
Oliver, 1980; Oliver and Swan, 1989), consumer satis-
faction has also been the subject of much attention in
the marketing literature (Bitner and Hubbert, 1994;
Cardozo, 1965; Oliver, 1977, 1980, 1981, 1997;
Olshavsky and Miller, 1972; Olson and Dover, 1979;
Rust and Oliver, 1994). Satisfaction is described as an
evaluation of an emotion (Hunt, 1977 pp. 45960),
which suggests that the measurement of the satisfaction
construct should be related to whether a consumer feels
that a good or service provides positive utility (Oliver,
1997; Rust and Oliver, 1994). Since satisfaction is
generally viewed as being a function of consumer
expectations (e.g., Bolton and Drew, 1994; Erevelles
and Leavitt, 1992; Oliver, 1977, 1980, 1981; Oliver
and DeSarbo, 1988; Rust and Oliver, 1994), it can be
perceived as a subjective feeling that depicts the degree
to which the consumers expectations concerning a
particular purchase encounter are met.
Since perceptions of satisfaction appear to be influenced
by preexisting expectations, it would appear that satisfaction
results from a disconfirmation judgment as to the difference
between expectations of the service to be provided and
perceptions of the actual service performance. However, the
aforementioned problems with the disconfirmation para-
digm exist with respect to satisfaction as well, and must
be addressed similarly.
2. Methods
As recommended by Schmidt and Hunter (1977), the
generalizability of the results is exhibited through the
investigation of several service organizations using three
different research samples. Given this format, the degree to
which the research results converge across respondents and
service industries demonstrates the cross-validity of the
results. A description of the three studies is presented next.
2.1. The samples
2.1.1. Study 1: a replication of Cronin and Taylor (1992)
The data from the Cronin and Taylor (1992) study
were used to replicate their findings. In that study, 660
questionnaires were randomly collected via personal inter-
view in a medium-sized city in the southeastern US. The
industries investigated and the relevant sample sizes are
identified below:
2.1.2. Data for Studies 2 and 3
The data for the second and third studies were gathered
in two parts separated by a period of 6 months. In each of
the studies, a group of trained interviewers solicited
responses from consumers in the same medium-sized city
in the southeastern US as investigated by Cronin and Taylor
(1992). Respondents were again screened in order to ensure
familiarity with the service firm that was being evaluated. In
order to confirm the integrity of the data, approximately
20% of the respondents were contacted and asked to verify
their responses to demographic classification questions as
well as their general familiarity with the survey instrument.
The industries investigated in each of the two new studies,
as well the respective sample sizes, are identified below.
2.2. Measures
2.2.1. Cronin and Taylor (1992) data
The measures used in the replication of the Cronin and
Taylor (1992) study included the paired 22-item perfor-
mance and expectation scales from Parasuraman et al.s
Service industry Sample size (n)
Fast food 189
Banking 188
Pest control 175
Dry cleaning 178
Service industry Sample size (n)
Study 2 Spectator sports 401
Entertainment 450
Study 3 Health care 167
Long-distance carriers 221
Fast food 309
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 20
(1988) SERVQUAL study, as well as direct measures of
service quality, satisfaction, and purchase intentions. The
direct measures used in the study were responses to seven-
point semantic differential items designed to obtain a ge-
neral assessment of the three constructs (see Cronin and
Taylor, 1992 for a complete description and discussion).
2.2.2. Measures for Studies 2 and 3
In order to enhance the robustness of Cronin and Taylors
(1992) findings, Studies 2 and 3 utilized different scales
than those used in the original study. However, in an effort
to maintain consistency across the two new studies (Studies
2 and 3), identical surveys were employed. A discussion of
the operationalization of each of the constructs follows
which suggests that, although different measures were used
to assess each research construct, in each case the measure-
ment domain was not altered (i.e. the same constructs were
assessed, only the measures used to represent these con-
structs were different).
2.2.2.1. Satisfaction. Owing to the support offered in the
literature for operationalizing consumer satisfaction via
summary disconfirmation measures (Oliver, 1977, 1980,
1981; Oliver and DeSarbo, 1988; Rust and Oliver, 1994),
the satisfaction construct is measured using a 10-item
summary disconfirmation scale (see the Appendix, items
110). The 10 items are summed to form an index of the
satisfaction exhibited by consumers. It is suggested that
multi-item scales may be summed to form an index if the
items are highly inter-correlated and the dimensions work in
concert with the other variables in the study (Carver, 1989;
Mohr et al., 1996). Empirical support for summing these
and the other items is presented in Section 3 that follows.
2.2.2.2. Purchase intentions. Three items (see the Appen-
dix, items 2628) similar to those commonly utilized in the
services literature to measure purchase intentions (Cronin
and Taylor, 1992; Babakus and Boller, 1992) are used to
operationalize the purchase intentions construct.
2.2.2.3. Overall service quality. Five items (see the Appen-
dix, items 2125) were identified for use in operationalizing
the overall (global) service quality construct.
2.2.2.4. Service quality. The 10 service quality items
identified in the Appendix (items 1120) were developed
based on Parasuraman et al.s (1985) 10 dimensions of
service quality. Using the 10-dimensional structure as a
foundation, the items were generated using a procedure
recommended by Boyle et al. (1992) and resulted in a 10-
item performance measure similar to those used by Gotlieb
et al. (1994) and McAlexander et al. (1994). The scale
development process was as follows. First, multi-item
indicators were created for each of the 10 dimensions. Next,
an assessment for face validity reduced the scale to 47 items.
The items were then tested using a convenience sample of
students in the Basic Marketing courses offered at a large
state university that is located in the city where all of the
studies were conducted. The items that exhibited the highest
correlations in each dimension were identified and used to
define the 10-item scale.
3. Results
In a fashion intended to parallel Cronin and Taylors
(1992) original study, the research employed a two-step
research method. First, the reliability and validity of the
research variables was investigated. Next, the path coeffi-
cients were estimated using LISREL 8.0 and examined in
order to assess (1) the relative ability of the SERVQUAL
and SERVPERF measures to explain variation in service
quality, (2) the causal ordering of the service quality and
satisfaction constructs, and (3) the effects of service quality
and satisfaction on consumer purchase intentions.
3.1. Measurement issues
An initial concern with any research is the reliability
and validity of the measures used to operationalize the
constructs of interest. In the current effort, the major issue
concerns the use of indices by Cronin and Taylor (1992)
to represent each of the constructs examined SERVQ-
UAL, SERVPERF, overall service quality, consumer satis-
faction, and purchase intentions. While the dimensionality
of the constructs in the Cronin and Taylor (1992) article
has already been considered, the operationalizations
utilized in the new studies (Studies 2 and 3) had to
be investigated.
In the data from the two new studies, confirmatory factor
analysis (CFA) and coefficient alpha were used to assess the
reliability and unidimensionality of the scales in order to
determine whether it was appropriate to operationalize each
of the constructs as an index (see Table 1). The results of
the CFA procedures and coefficient alpha estimates pro-
vided support for the use of a summed index to represent
each of the constructs. Specifically, each of the fit indices
reported in Table 1 are at or above the generally accepted
threshold and, in the case of the three item purchase
intentions scale, all of the coefficient alpha estimates
exceed the .80 level recommended by Peter (1979). In
addition, a review of the relevant intervariable correlations
(see Table 2) supports the convergent and discriminant
validity of the research measures.
3.1.1. Study 1: parameter estimation and model
specification
The abnormal parameter estimates reported in Cronin
and Taylor (1992) (i.e., the negative SMCs associated
with ETA
2
[customer satisfaction]; see Table 5 of Cronin
and Taylor, 1992, p. 64) were investigated by disaggre-
gating the non-recursive path specified between ETA
1
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 21
(overall service quality) and ETA
2
. This was accom-
plished by examining the recursive counterparts (see
Fig. 1, Models A and B) of the non-recursive models
examined in Cronin and Taylor (1992) (see Fig. 2). In
essence, this required the conceptualization of Cronin and
Taylors (1992) non-recursive model depicted in Fig. 2 as
a pair of recursive models.
The results of the analyses of the recursive versions
of the Cronin and Taylor (1992) model (see Fig. 1),
using the original Cronin and Taylor (1992) data, are
summarized in Table 3. A close inspection of the data
presented in Table 3 reveals neither any unexpected nor
improper values for the parameter estimates, nor any
abnormally large variability between industries. The fit
indices (i.e., chi-square, AGFI, RMS) indicate that the
models depicted in Fig. 1 more closely fit the data when
measured using the performance-only scale (SERVPERF)
than when assessed via the disconfirmation-based
SERVQUAL scale (see Table 3, Models 2 and 4). These
results offer support for Cronin and Taylors (1992) conten-
tion relative to the superiority of performance measures of
service quality.
Moreover, an analysis of the results presented in Table 4
supports the findings in the literature (e.g., Babakus and
Boller, 1992; Brown et al., 1993; Carman, 1990; McAlex-
ander et al., 1994) concerning SERVQUALs problematic
factor structure. Specifically, a CFA of Parasuraman et al.s
(1988) proposed five dimensions (i.e., reliability, respon-
siveness, assurances, empathy, and tangibles) yields a poor
model fit across all four samples (see Table 4). Hence, it
appears that confirmation of the scales five factors con-
tinues to elude researchers.
The results of the analyses of the recursive models with
the original Cronin and Taylor (1992) data (see Fig. 1 and
Table 3) thus support a number of conclusions. First, the
results support Cronin and Taylors (1992, 1994) contention
that performance-based measures of service quality (SERV-
PERF) do represent a better operationalization of the service
quality construct. This conclusion is based on the fact that,
in each of the models that utilize the SERVPERF scale (i.e.,
Models 2 and 4 in Fig. 1), there is a uniform decrease in the
residual estimates and chi-square values as well as a con-
sistent increase in the Goodness-of-Fit Indices. Second, an
analysis of SERVQUALs proposed five dimensions pro-
vides additional evidence of the scales problematic factor
structure (see Table 4).
The results of the analysis of the Cronin and Taylor
(1992) data also indicate that customer satisfaction has a
statistically significant effect on consumers purchase
intentions. In all of the industries investigated, the path
between satisfaction and purchase intentions (i.e., path
g
21
in Model A and b
32
in Model B) is statistically
significant ( P .05). Alternatively, the path between
service quality and purchase intentions (paths b
21
and
b
31
, respectively) is significant in only half of the
investigated industries. These findings reinforce Cronin
and Taylors (1992) assertion that satisfaction exhibits a
greater effect on consumers purchase intentions than
does service quality.
On the basis of these results, an extension was under-
taken using Studies 2 and 3. Specifically, in view of the
support generated for the use of the performance-only
measure of service quality (SERVPERF) in the original
study (Cronin and Taylor, 1992) and in the replication
Table 2
Correlation matrix for the research variables
Variable 1 2 3 4
(1) Service quality 1.00
(2) Overall service quality 0.62 1.00
(3) Overall satisfaction 0.56 0.55 1.00
(4) Purchase intentions 0.52 0.55 0.77 1.00
Table 1
CFA and coefficient alpha results
Study Industry Service quality Satisfaction Overall service quality Purchase intentions
2 Spectator sports NFI = 0.90 NFI =0.93 NFI = 0.99
a
a =.82
b
CFI = 0.91 CFI = 0.94 CFI =1.00
2 Entertainment NFI = 0.94 NFI =0.95 NFI = 0.91 a =.89
CFI = 0.95 CFI = 0.96 CFI =0.92
3 Health care NFI = 0.89
c
NFI =0.90
d
NFI = 0.99
e
a =.88
CFI = 0.92 CFI = 0.93 CFI =1.00
3 Long-distance carriers NFI = 0.89 NFI =0.93
f
NFI = 0.90 a =.90
CFI = 0.91 CFI = 0.94 CFI =0.91
3 Fast food NFI = 0.91 NFI =0.92 NFI = 0.93 a =.84
CFI = 0.92 CFI = 0.93 CFI =0.94
a
In the spectator sports sample of Study 2, OVRQUA3R was deleted from the overall quality scale.
b
For the purchase intentions scale, coefficient alpha is reported because the three item scale is too small to employ a CFA procedure.
c
In the health care sample of Study 3, SERVQ10 was deleted from the service quality scale.
d
In the health care sample of Study 3, the DISCON10 measure was deleted from the satisfaction scale.
e
In the health care sample of Study 3, the OVRQUAR3R was deleted from the overall quality scale.
f
In the long-distance carriers sample of Study 3, the DISCON10 measure was deleted from the satisfaction scale.
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 22
performed with the original data, the replications and
extentions undertaken in Studies 2 and 3 utilized only
performance-based measures of service quality. In addition,
because of the support demonstrated for treating service
quality as an antecedent of consumer satisfaction in the re-
analysis of the Cronin and Taylor (1992) data (i.e., the
consistent significant path between satisfaction and pur-
chase intentions; see Table 3) and in the extant literature
(e.g., Anderson and Sullivan, 1993; Anderson and Fornell,
1994; Anderson et al., 1994; McAlexander et al., 1994; Rust
and Oliver, 1994), only Model 4 as depicted in Fig. 1 was
examined in Studies 2 and 3.
3.1.2. Studies 2 and 3: SERVPERF and the service
qualitysatisfaction relationship
Before examining the specific issues of interest, it was
necessary to consider whether the data from Studies 2 and
3 fit the model depicted in Fig. 1, Model 4 (i.e., the
service quality !satisfaction SERVPERF model). As is
indicated by the model fit and model comparison measures
reported in Table 5 (i.e., AGFI, RMSEA, NFI, and CFI;
see Bentler and Bonett, 1980; Anderson and Gerbing,
1988; Gerbing and Anderson, 1988 for a discussion of
the interpretation and use of these criterion measures), the
model fit relatively well for each of the five industries
investigated in Studies 2 and 3. Because the data fit well,
we will now move on to the consideration of the specific
research questions of interest.
In order to revisit the effectiveness of performance-only
measures, the first issue to be considered is the level of
support exhibited in the results for the performance-based
scale of service quality (SERVPERF). In a manner similar to
Cronin and Taylors (1992) study, this interest is investi-
gated via the use of LISREL to estimate the strength of the
relationship between the SERVPERF measure and an over-
all measure of service quality. This relationship is reflected
Fig. 1. The satisfaction, service quality, purchase intentions causal models.
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 23
in the path g
11
(see Fig. 1, Model 4 and Table 5). The results
of the LISREL 8 structural analysis presented in Table 5
indicate that the path estimates for g
11
across the five
industries in Studies 2 and 3 range from 0.65 (Study 2;
entertainment services) to 0.84 (Study 3; fast food services)
and, in each case, the t value is statistically significant
( P.01). Thus, the results using new data, as well as
new measures (Studies 2 and 3), provide support for the
efficacy of performance-only measures of service quality as
noted in Cronin and Taylor (1992).
A second focal issue is the relationship between
service quality and satisfaction. Due to the conflicting
results reported relative to the causal relationship
between these two constructs (e.g., Anderson and For-
nell, 1994; Bitner and Hubbert, 1994; Bolton and Drew,
1991b; Rust and Oliver, 1994), an investigation of this
effect was also a primary concern in the analysis of the
two new data sets. Path b
21
in Model 4 depicts this
relationship. As can be seen in the results presented in
Table 5, there is strong support in our replications for
depicting service quality as an antecedent of consumer
satisfaction. More specifically, the path estimates range
from 0.62 (Study 2; entertainment services) to 0.77
(Study 3; long-distance telephone services), each with a
significant ( P.01) corresponding t value that ranges
from 6.29 to 9.54.
The third issue relates to the relative effect that service
quality and satisfaction have on consumers purchase
intentions. Path b
31
(see Fig. 1) depicts the effect of
service quality on purchase intentions. The estimated
coefficients for this path (see Table 5) range from 0.04
(Study 3; fast food services) to 0.24 (Study 3; long-
distance telephone services). The estimated effect of
service quality on purchase intentions is statistically sig-
nificant ( P.05) in only three of the five industries. In
contrast, the estimated effect of customer satisfaction on
purchase intentions (path b
32
) is statistically significant in
all five industries ( P.01) with path estimates that range
from 0.70 (Study 2; long-distance telephone services) to
0.89 (Study 3; fast food services). Therefore, given the
superior path estimates and the fact that the satisfac-
tion !purchase intentions path is statistically significant
in each of the five industries, it appears that customer
satisfaction has a greater impact on purchase intentions.
In a related issue, LISREL 8 calculates the correlation
between endogenous variables. This allows a comparison
to be made relative to the correlation between overall
service quality and the summary disconfirmation measure
of satisfaction. The correlations range from 0.48 (Study 2;
entertainment services) to 0.66 (Study 3; long-distance
telephone services). These correlations tend to be towards
the low end of those reported in the extant literature
(Cronin and Taylor, 1992, Gotlieb et al., 1994; Taylor and
Baker, 1994). While the reported correlations do not
provide conclusive evidence that the two constructs are
truly distinct, performance-only measures appear to
attenuate the spurious correlation attributable to methods
artifacts. In other words, performance-based measures of
Fig. 2. The non-recursive model investigated by Cronin and Taylor (1992).
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 24
service quality appear to negate the effect caused by
using disconfirmation measures to assess both constructs.
However, although the variables are more distinct when
assessed with performance-only measures, there is still a
need for an improved and truly distinct conceptualization
and operationalization of the service quality and satisfac-
tion constructs.
Finally, the ability of the model to explain variance in
the constructs of interest (as indicated by the SMCs for
each construct) should be considered. SMCs represent the
proportion of explained variance in a latent construct and
are calculated as 1 minus the proportion of unexplained
variance in the latent variable (i.e., 1 y/Var(h
h
): for an
overview of this issue as well as more general structural
equation modeling concepts, see Mueller, 1996). The
results presented in Table 5 indicate that the SMCs for
Table 3
Results from the Cronin and Taylor (1992) replication
Parameters
Banking
LISREL estimate
Banking
t value
Pest control
LISREL estimate
Pest control
t value
Dry cleaning
LISREL estimate
Dry cleaning
t value
Fast food
LISREL estimate
Fast food
t value
SERVQUAL
model (1)
g
12
0.84 20.10 0.79 16.21 0.89 20.45 0.81 18.18
b
21
0.17 1.48 0.20 2.03 0.07 0.54 0.24 2.19
g
21
0.42 3.71 0.41 4.25 0.58 4.60 0.30 2.78
g
11
0.61 9.49 0.51 8.02 0.51 7.94 0.57 9.24
c
2
16.97 ( P =.00) 28.59 ( P =.00) 20.62 ( P =.00) 6.12 ( P =.05)
AGFI 0.79 0.68 0.74 0.92
RMS 0.04 0.08 0.06 0.04
SMCY
1
0.37 0.26 0.26 0.33
SMCY
2
0.33 0.33 0.41 0.26
SMCY
3
SERVPERF
model (2)
g
12
0.84 20.34 0.77 16.20 0.89 20.47 0.81 18.44
b
21
0.23 1.98 0.19 1.93 0.07 0.54 0.23 2.07
g
21
0.35 3.12 0.42 4.32 0.58 4.60 0.32 2.92
g
11
0.60 9.99 0.59 9.70 0.60 9.98 0.66 11.69
c
2
13.63 ( P =.00) 17.64 ( P =.00) 18.17 ( P =.000) 1.14 ( P =.43)
AGFI 0.82 0.78 0.78 0.98
RMS 0.04 0.06 0.05 0.01
SMCY
1
0.36 0.34 0.36 0.43
SMCY
2
0.31 0.33 0.41 0.27
SMCY
3
SERVQUAL
model (3)
b
21
Failed
admissability test
0.20 2.06 0.07 0.5 0.26 2.21
b
32
0.71 12.45 0.89 21.95 0.69 14.97
b
31
0.10 1.77 0.00 0.03 0.24 2.80
g
11
0.41 4.29 0.58 4.65 0.30 5.29
c
2
5.20 ( P =.02) 3.95 ( P =.05) 6.15 ( P =.13)
AGFI 0.86 0.90 0.84
RMS 0.04 0.03 0.04
SMCY
1
0.60 0.80 0.69
SMCY
2
0.33 0.41 0.26
SMCY
3
0.59 0.80 0.65
SERVPERF
model (4)
b
21
0.22 2.00 0.19 1.95 0.07 0.54 0.23 2.09
b
32
0.75 14.86 0.66 11.39 0.86 20.03 0.64 13.46
b
31
0.13 3.16 0.19 3.24 0.06 1.31 0.30 2.96
g
11
0.35 2.61 0.42 4.37 0.58 4.65 0.32 6.19
c
2
0.08 ( P =.78) 0.22 ( P =.64) 3.36 ( P =.07) 0.24 ( P =.63)
AGFI 1.00 0.99 0.91 0.99
RMS 0.00 0.01 0.03 0.01
SMCY
1
0.71 0.62 0.80 0.71
SMCY
2
0.31 0.33 0.41 0.27
SMCY
3
0.70 0.59 0.80 0.65
Table 4
CFA results for five factor conceptualizations of service quality
Banks Pest control Dry cleaning Fast food
c
2
1256.85 2066.34 1675.36 1399.11
df 199 199 199 199
P value .00 .00 .00 .00
GFI 0.87 0.80 0.83 0.86
AGFI 0.83 0.75 0.78 0.82
RMSR 0.20 0.25 0.25 0.26
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 25
service quality (ETA
1
) range from 0.43 (Study 1; enter-
tainment services) to 0.70 (Study 3; fast food services).
The SMC for consumer satisfaction (ETA
2
) range from
0.38 (Study 2; entertainment services) to 0.59 (Study 3;
long-distance telephone services). All are within the
ranges typically reported in the literature for structural
models (Fornell et al., 1996; Ganeson, 1994; Hartline and
Ferrell, 1996; Spreng et al., 1996). For purchase inten-
tions (ETA
3
), the SMCs range from 0.75 (Study 2;
entertainment services) to 0.89 (Study 3; health care
services). These results provide support for the relation-
ships as modeled.
4. Discussion
The three objectives set forth for the research required
separate analytical steps. The first step entailed the
replication of Cronin and Taylors (1992) study in order
to determine whether their findings relative to the supe-
riority of a performance-only measure of service quality
(i.e., SERVPERF) could be confirmed given the abnor-
mal SMC values reported in the original results. The
second step was to gauge the robustness of their findings
by examining the ability of a reduced, 10-item perfor-
mance-only service quality measure to capture consu-
mers perceptions of the overall quality inherent in a
cross-section of service firms. The third step involved
the reexamination of the service quality !customer
satisfaction effect hypothesized in Cronin and Taylor
(1992) in new data sets and with new measures in order
to further the examination of this highly controversial
and important relationship.
To complete the first step, the data utilized in the
Cronin and Taylor (1992) study were obtained and reana-
lyzed. As is detailed in the sections above, the inherent
problem in Cronin and Taylors (1992) article appeared to
be the abnormal SMCs reported for ETA
2
consumer
satisfaction. However, when the non-recursive path
between ETA
1
and ETA
2
was conceptualized into an
equivalent set of recursive models (see Fig. 1), the unusual
SMC values were not evident and the superiority of the
performance-only measure was evident. Given that the
same data was utilized as in the Cronin and Taylor
(1992) study, the current results appear especially signifi-
cant as they remove the apparent controversy that may
Table 5
Results from Studies 2 and 3
Study 2
Parameter
Spectator sports
LISREL estimates
Spectator sports
t value
Entertainment
LISREL estimates
Entertainment
t value
b
21
0.75 9.39 0.62 9.54
b
31
0.21 2.78 0.17 3.50
b
32
0.70 7.04 0.75 10.19
g
11
0.77 10.94 0.65 10.72
c
2
10.76 ( P =.01) 22.34 ( P =.00)
Corr SQSAT 0.59 0.48
AGFI 0.93 0.88
RMSEA 0.10 0.15
NFI 0.99 0.97
CFI 0.99 0.97
SMCY
1
0.60 0.43
SMCY
2
0.56 0.38
SMCY
3
0.75 0.75
Study 3
Parameter
Health care
LISREL estimates
Health care
t value
Long-distance
LISREL estimates
Long-distance
t value
Fast food
LISREL estimates
Fast food
t value
b
21
0.68 6.29 0.77 7.83 0.70 7.79
b
31
0.12 1.53 0.24 2.86 0.04 0.057
b
32
0.86 4.30 0.70 6.13 0.89 6.16
g
11
0.69 7.03 0.77 8.85 0.84 9.03
c
2
15.91 ( P =.00) 7.2 ( P =.03) 16.89 ( P =.00)
Corr SQSAT 0.53 0.66 0.60
AGFI 0.77 0.92 0.81
RMSEA 0.20 0.11 0.18
NFI 0.95 0.99 0.97
CFI 0.96 0.99 0.97
SMCY
1
0.47 0.59 0.70
SMCY
2
0.46 0.59 0.49
SMCY
3
0.89 0.80 0.84
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 26
exist relative to the veracity of the results reported in that
study. The results also indicate that the correlation between
the summary disconfirmation measure of satisfaction and
the performance-only service quality measures are notably
lower (0.48 to 0.66 across the five industries) than those
reported in other studies that use disconfirmation-based
scales to measure both service quality and satisfaction.
Thus, by removing the effects caused by methods artifacts,
the correlation between the two constructs can be attenu-
ated and thereby the measurement of the variables
becomes more distinct.
The second step required the collection of new data to
test Cronin and Taylors (1992) findings relative to the
ability of a reduced, 10-item performance-only service
quality measure to consistently capture consumers percep-
tions of the quality inherent in a service. In the five
industries included in the two new data sets, the estimated
coefficient for the path between the performance-only
index and the measure of the respondents overall percep-
tions of quality service (path g
11
) is statistically significant
( P.01) in every case. Moreover, the SMCs for ETA
1
are
uniformly high; ranging from 0.43 to 0.70. All of this
information suggests that the cross-sectional examination
of the reduced measure of service quality offers support
relative to the ability of performance-only measures to
effectively capture the service quality perceptions of con-
sumers across a variety of service products.
The third step also involved the use of the new data.
Specifically, new data were used to examine Model 4 (the
model shown in Fig. 1 that depicts service quality as an
antecedent of consumer satisfaction). The path of interest
was b
21
, which depicts the strength of the effect of service
quality on consumer satisfaction. Table 5 indicates that the
effect is both statistically significant ( P.01) in every case
and substantial (the parameter estimates for b
21
range from
0.62 to 0.77). Thus, the replication of Cronin and Taylors
(1992) analysis of their model with new data supports the
conceptualization of service quality as an antecedent of
consumer or satisfaction.
Several interesting secondary findings also emerged.
First, in the analysis of the two new data sets, the
measures used to operationalize the service quality and
consumer satisfaction constructs are different than those
employed by Cronin and Taylor (1992). These measures
conformed to all of the properties ascribed to these
constructs in the extant literature (as discussed in Section
2 above), and they exhibit a lower correlation (0.48 to
0.66) than is commonly reported in the literature (see
Cronin and Taylor 1992). This finding might be inter-
preted as support for the use of the summary disconfir-
mation-based measure of consumer satisfaction.
A second additional contribution of the analysis of the
new data emerged from a comparison of the relative
ability of service quality (ETA
1
) and consumer satisfac-
tion (ETA
2
) to explain consumers purchase intentions
(ETA
3
). The analysis of these relationships is significant
in that the relative importance of each constructs impact
on potential purchase behavior ultimately should drive the
focus of practitioner strategies. The paths b
31
(service
quality !purchase intentions) and b
32
(consumer satisfac-
tion !purchase intentions) were the basis of this compar-
ison. An examination of Table 5 indicates that the path
estimate for the latter effect is substantially greater in
each of the five industries examined in the two new data
sets. This provides additional support for the superordi-
nate position ascribed to consumer satisfaction in con-
sumers decision-making processes by Cronin and Taylor
(1992). Moreover, it appears to suggest that the weight of
practitioner interest should be directed towards the devel-
opment of consumer satisfaction as a means of influen-
cing consumer purchase intentions.
5. Implications
5.1. Practice
The implications of the results presented highlight the
obvious importance of both service quality and consumer
satisfaction in the management of service organizations.
While this is hardly a new finding, the replication and
extension presented add to the growing support for the
conceptualization of service quality as an antecedent of
consumer satisfaction and for consumer satisfaction as the
superordinate construct based on its ability to explain a
greater portion of the variance in consumers purchase
intentions. For managers of service organizations, this
suggests that their overriding goal should be to ensure
the satisfaction of their customers. While the provision of
high quality services is undeniably a proper and important
part of the strategic efforts that can be employed to
enhance the satisfaction of customers, it is clearly not
the only means of increasing consumers satisfaction with
a service provider.
In addition to the provision of quality services, man-
agers of service organizations must also consider other
options. The value of a service, the physical environment
in which the service provision occurs (the servicescape),
and such uncontrollable factors as the behavior of other
patrons within the service venue may also affect consu-
mers satisfaction with the service received. Managers,
therefore, need to consider all of the possible determinants
of the satisfaction of their current and potential customers,
and attempt to determine which of these will have the
greatest positive influence on the future purchasing plans
of these individuals.
One final implication for service managers relates to the
measurement of service quality. The 10-item performance-
only index utilized in Studies 2 and 3 performs very well.
The reduced number of items (10 compared to the 22-item
SERVQUAL expectations and performance scales) repre-
sents a substantial opportunity for service managers to more
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 27
efficiently measure the quality of the services offered by
their organization.
5.2. Research
The results presented hold several important implica-
tions for future research. One such implication involves the
service qualityconsumer satisfaction relationship. The
causal order of these two constructs is an important topic,
and one that deserves additional attention. The identifica-
tion of a number of other factors that potentially influence
the level of satisfaction consumers attribute to a service
provider is another worthy pursuit. While the current
research indicates that both service quality and consumer
satisfaction are important considerations in consumers
decision-making processes for services, the results also
suggest that these two constructs do not explain all of
the variance in consumers purchase intentions. Factors
such as those identified in Section 5.1 as possible deter-
minants of whether consumers will be satisfied with a
service deserve additional scrutiny due to their potential
influence on consumers willingness to make purchases
from a specific service provider.
Perhaps the most important implication of the work
reported here is the contributions that can be made by the
replication of research efforts. Studies such as the Cronin
and Taylor (1992) article that question a prevailing exemplar
as important as the SERVQUAL scale should be replicated.
The current replication supports the conclusions reached by
Cronin and Taylor (1992, 1994); however, that is not the
rationale for the importance of the effort. Replications are
necessary to ensure that the conclusions reached are accu-
rate. The importance of this implication should not be
overlooked or undersold.
6. Limitations
As was acknowledged by Cronin and Taylor (1992) in
their study, while every effort has been made to ensure that
the potential threats to the reliability and validity of the
research results are minimized, that does not ensure that all
threats are fully eliminated. Generalizations beyond the nine
industries examined should be approached cautiously. The
selection of the specific service providers used to represent
each industry may have also introduced a limitation to the
generalizability of the results. Likewise, measurement issues
are always a concern in survey research.
The limitations cited above are but a sample of the
possible effects on the results reported. However, these
limitations not withstanding, we are confident that the
results reported are an accurate representation of the rela-
tionships described in the study. All established methods
were used to limit the threats to the implications generated
by the results reported.
7. Conclusion
The replication of Cronin and Taylors (1992) article was
undertaken with three objectives in mind: (1) to justify the
identification of performance-based measures as the domi-
nant exemplar relative to the measurement of service qual-
ity, (2) to clarify the nature of the service quality
satisfaction relationship identified in Cronin and Taylor
(1992), and (3) to extend the Cronin and Taylor (1992)
research with regard to the effects of service quality and
satisfaction on consumers purchase intentions.
All three research objectives were satisfied. The
examination of the recursive models confirmed Cronin and
Taylors (1992) assertions as to the superiority of the
performance-only approach to the measurement of service
quality. The examination of the recursive models also failed
to produce any of the abnormal SMC estimates found in the
original study. Moreover, the replication of the recursive
model in the five industries represented in the two new data
sets (Studies 2 and 3) adds further evidence of the veracity of
Cronin and Taylors (1992) study and ensured the successful
completion of the second objective of the research. The
replication of the recursive model in the new data sets also
confirmed the superordinate role of consumer satisfaction
hypothesized in Cronin and Taylor (1992).
In conclusion, it seems apparent that the importance of
replication-based research has been under appreciated by
marketing researchers. The effort reported lends credibility to
the conclusions reached in prior research relative to the
measurement of service quality. That credibility benefits
both academics and practitioners by reducing the risk inher-
ent in adopting new positions, strategies, or in this case a
new approach to the measurement of service quality. Repli-
cation has a long tradition in the hard sciences. It is a tradition
marketing researchers would be wise to embrace.
Appendix A.
A.1. Summary disconfirmation (satisfaction) measures
1. _ The reliability, consistency, and dependability of
the employees were
2. _ The willingness and ability of the employees to
provide services in a timely manner were
For the next series of questions, please fill in the blank with
the response (a number from 1 to 9) which best reflects
the degree to which your last visit to the facility exceeded
or fell short of your expectations. In other words, how did
the service provided compare to your expectations (i.e.,
worse, same, or better than expected)?
Worse than
I Expected
About What
I Expected
Better Than
I Expected
1 2 3 4 5 6 7 8 9
M.K. Brady et al. / Journal of Business Research 55 (2002) 1731 28
3. _ The competence (knowledge and skill) of the
employees was
4. _ The approachability and ease of contact of the
employees were
5. _ The levels of courtesy, politeness, and respect I
received were
6. _ How the employees listened to me and spoke in a
language that I could understand were
7. _ The trustworthiness, believability, and honesty of
the employees were
8. _ The environment for care in terms of being free
from danger, risk or doubt was
9. _ The effort of the employees to understand my
needs was
10. _ The neatness and cleanliness of the facilities and
staff were
A.2. Service quality measures
11. Generally, the employees provide service reliably,
consistently, and dependably.
12. Generally, the employees are willing and able to
provide service in a timely manner.
13. Generally, the employees are competent (i.e. know-
ledgeable and skillful).
14. Generally, the employees are approachable and easy
to contact.
15. Generally, the employees are courteous, polite,
and respectful.
16. Generally, the employees listen to me and speak in a
language that I can understand.
17. Generally, the employees are trustworthy, believable,
and honest.
18. Generally, this facility provides an environment that
is free from danger.
19. Generally, the employees make the effort to under-
stand my needs.
20. Generally, the physical facilities and employees are
neat and clean.
A.3. Overall service quality measures
The following questions relate to your perception of the
overall quality of the facilitys services based on a series of
adjectives. Please circle the number that best reflects your
assessment of the service quality:
21. Poor 1 2 3 4 5 6 7 8 9 Excellent
22. Inferior 1 2 3 4 5 6 7 8 9 Superior
23. High Quality 1 2 3 4 5 6 7 8 9 Poor Quality
24. Low Standards 1 2 3 4 5 6 7 8 9 High Standards
25. One of the Best 1 2 3 4 5 6 7 8 9 One of the Worst
A.4. Purchase intentions measures
26. The probability that I will use this facilitys services
again is
27. The likelihood that I would recommend this facilitys
services to a friend is
28. If I had to do it over again, the probability I would
make the same choice is
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