The Qualitative Approach to Understanding Service Quality

Abstract

The paper discusses how the use of qualitative research can enrich an organisation's understanding of service quality. A Queensland state government organisation currently using SERVQUAL to measure service quality has adopted a combined qualitative and quantitative approach to gain a richer understanding of service quality from both client and staff perspectives. This has resulted in strategic insight as well as a better understanding of service quality implications by all parties.

Citation

Lyndall, M., Neal, C. and Triplett, J.L. (1994), "The Qualitative Approach to Understanding Service Quality", Asia Pacific Journal of Marketing and Logistics, Vol. 6 No. 1/2, pp. 63-80. https://doi.org/10.1108/eb010257