Read the overview below and complete the activities that follow.

In many respects, service quality represents a formalization of the measurement of customer expectations of a service compared to perceptions of actual service performance. The playing field for service quality is the service encounter, which is the period during which a customer interacts in any way with a service provider. The basis of the gap model of service quality is the identification and measurement of differences in five key areas of the service delivery process.

This activity is important because marketing managers need to understand how to measure service quality in order to determine what service quality means from the customer's perspective.

The goal of this activity is for you to demonstrate an understanding of the five dimensions of service quality.

The SERVQUAL measurement scale can be adapted to almost any application to gain customer insight. Review the SERVQUAL measurement scale to understand how to measure the customer service a firm is delivering based on the five dimensions of service quality. Before beginning this activity, review the legend at the bottom of the SERVQUAL measurement scale within the textbook to identify which measurement items correspond to which dimension.