UNDERSTANDING SERVICE QUALITY: A MULTIDIMENSIONAL SCALING APPROACH

Journal of Korean Society for Quality Management > Volume 32(3); 2004 > Article

Journal of Korean Society for Quality Management 2004;32(3): 68-.

ABSTRACT

This paper purports to uncover the underlying attributes used by customers to gauge service quality. Data was collected by administering questionnaires to 50 respondents and then analyzed by using Multidimensional Scaling methodology. The findings indicate that there are two primary dimensions to service quality. This analysis helped determine us two alternatives to naming the dimensions. Experience properties of service and Price value of the service, or Responsiveness of service provider employees and Reliability of service providers.

Key Words: Service Quality;Multidimensional Scaling;Factor Analysis;SERVQUAL;