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APPENDIX 1: 22 statements of the SERVQUAL instrument 
(Source: Servequal: A multiple- item scale for measuring consumer perceptions of service 
quality, A.Parasuraman, Valarie A. Zeithaml and Leonard L.Berry 1988) 
DIRECTIONS: This survey deals with your opinions of——— services. Please show the extent 
to which you think firms offering ———— services should possess the features described by 
each statement. Do this by picking one of the seven numbers next to each statement. If you 
strongly agree that these firms should possess a feature, circle the number 7. If you strongly 
disagree that these firms should possess a feature, circle 1. If your feelings are not strong, circle 
one of the numbers in the middle. There are no right or wrong answers. All we are interested in 
is a number that best shows you expectations about firms offering ———— services. 
E1. They should have up-to-date equipment. 
E2. Their physical facilities should be visually appealing. 
E3. Their employees should be well dressed and appear neat. 
E4. The appearance of the physical facilities of these firms should be in keeping with the type of 
services provided. 
E5. When these firms promise to do something by a certain time, they should do so. 
E6. When customers have problems, these firms should be sympathetic and reassuring. 
E7. These firms should be dependable. 
E8. They should provide their services at the time they promise to do so. 
E9. They should keep their records accurately. 
E10. They shouldn't be expected to tell customers exactly when services will be performed. (-) 
E11. It is not realistic for customers to expect prompt service from employees of these firms. (-) 
E12. Their employees don't always have to be willing to help customers. (-) 

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E13. It is okay if they are too busy to respond to customer requests promptly. (-) 
E14. Customers should be able to trust employees of these firms. 
E15. Customers should be able to feel safe in their transactions with these firms' employees. 
E16. Their employees should be polite. 
E17. Their employees should get adequate support from these firms to do their jobs well. 
E18. These firms should not be expected to give customers individual attention. (-) 
E19. Employees of these firms cannot be expected to give customers personal attention. (-) 
E20. It is unrealistic to expect employees to know what the needs of their customers are. (-) 
E21. It is unrealistic to expect these firms to have their customers' best interests at heart. (-) 
E22. They shouldn't be expected to have operating hours convenient to all their customers. (-) 
DIRECTIONS: The following set of statements relate to your feelings about XYZ. For each 
statement, please show the extent to which you believe XYZ has the feature described by the 
statement. Once again, circling a 7 means that you strongly agree that XYZ has that feature, and 
circling a 1 means that you strongly disagree. You may circle any of the numbers in the middle 
that show how strong your feelings are. There is no right or wrong answers. All we are interested 
in is a number that best shows your perceptions about XYZ. 
P1. XYZ has up-to-date equipment. 
P2. XYZ's physical facilities are visually appealing. 
P3. XYZ's employees are well dressed and appear neat. 
P4. The appearance of the physical facilities of XYZ is in keeping with the type of services 
provided. 
P5. When XYZ promises to do something by a certain time, it does so. 
P6. When you have problems, XYZ is sympathetic and reassuring. 

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