Abstract
Initially, development of theory and processes for the evaluation
of service quality lagged behind that for evaluating product quality.
Even now, service quality measurement is beset by several problems.
Describes some of the difficulties in evaluating service quality and
presents a framework for evaluating it which uses a general systems
theory approach. Suggests that, to understand consumers′ views of the
quality level in the firm, service managers should consider perceptions
of service inputs and the service process as well as perceptions of
service outcomes. Presents the results of two studies involving six
types of service in support of the framework. Discusses recommendations
for the implementation of a systems outlook and its implications for
services marketers.