Service Quality - Main Conceptualizations and Critique

Conceptualization and measurement of service quality perceptions have been the most debated and controversial topics in the services marketing literature to date. The current paper analyzes the main debates about how to conceptualize service quality - about the nature of perceived service quality (perception of performance vs. disconfirmation) and the formation of service quality (single construct vs. aggregation of several dimensions). The paper explores the main theoretical viewpoints and seeks supportive empirical evidence. A synthesis of different theoretical viewpoints and ideas for further research is discussed