Perceived service quality as a customer-based performance measure: An empirical examination of organizational barriers using an extended service quality model


  • A. Parasuraman,

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    • A. “Parsu” Parasuraman is the Federated Professor of Marketing at Texas A&M University. He obtained his Bachelor of Technology degree in 2970 and Master of Business Administration degree in 1972 from leading universities in India. His Doctor of Business Administration degree, which he obtained in 1975, is from Indiana University, Bloomington, Indiana. Parsu teaches courses in the areas of services marketing, marketing research, and research methodology. Parsus research interests include services marketing, sales management, and marketing strategy. He is a recipient of several teaching and research awards. He has written numerous articles in journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Services Marketing, and Business Horizons. He is the author of Marketing Research, a leading college textbook, and coauthor of Delivering Quality Service: Balancing Customer Perceptions and Expectations. His nezuest book, Marketing Services: Competing Through Quality, was published by The Free Press in August, 1991. Parsu is an active consultant to a number of major corporations.

  • Leonard L. Berry,

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    • Dr. Leonard L. Berry holds the JCPenney Chair of Retailing Studies, is Professor of Marketing, and is Director of the Center for Retailing Studies in the College of Business Administration at Texas A&M University. He is also editor of the Arthur Andersen Retailing Issues Letter, and is a former national president of the American Marketing Association. Dr. Berry's most recent books are: Service Quality-A Profit Strategy for Financial Institutions, published in 1989 by Business One; Delivering Quality Service: Balancing Customer Perceptions and Expectations, published in 2990 by The Free Press; and Marketing Services: Competing Through Quality, published in 2992 by The Free Press. In May 1990 Dr. Berry won the Faculty Distinguished Achievement Award in Teaching at Texas A&M University, the highest honor the University bestows.

  • Valarie A. Zeithaml

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    • Valarie A. Zeithaml is Associate Professor at the Fuqua School of Business, Duke University. She obtained an M. B.A. and doctorate from the University of Maryland. She has taught marketing and service quality for more than a decade and received distinguished teaching awards in 1981, 1984, and 2987. Professor Zeithaml devoted the last ten years to researching the topics of customer satisfaction, service quality, and services management. She is co-author of Delivering Quality Service: Balancing Customer Perceptions and Expectations, and is editor of the Review of Marketing. Her research has appeared in a variety of marketing journals and books. She received four outstanding research awards, among them the 1988 Harold H. Maynard Award for the manuscript published in the Journal of Marketing that contributed most to marketing theory and thought. Professor Zeithaml's consulting experience includes work with GTE, IBM, AT&T, Campbell Soup, Sears, Metropolitan Life Insurance, Safeway, Bank of America, Chase Manhattan Bank, Allstate, Southern Bell, Pacific Bell, IBM Canada, Procter and Gamble, and General Electric.


This study empirically examines organizational barriers to delivering high-quality service performance as measured by customer perceptions and expectations. Using the extended service-quality model developed by Zeithaml, Berry, and Parasuraman (Journal of Marketing, 52, 35–48) as a conceptual framework, five specific propositions implied by the model and by earlier studies contributing to its development were tested. Such testing required a complex research design involving five service companies as well as samples of customers, contact employees, and managers from each company. The results have practical implications and suggest an agenda for future organizational research.