Question order effects in measuring service quality

摘要: Abstract Service quality measurement plays an important role in assessing service performance, diagnosing problems, managing delivery, and determining employee corporate rewards. This study examined question order effects on of three services, banking, hair salons, dental services. We found assimilation for overall items banking contrast specific questions (SERVQUAL) banking. Furthermore, the difference SERVQUAL means was result changes performance items, not expectations items. The results highlight importance academic researchers practitioners considering when designing administering questionnaires. Future research should examine generalizability these across other industries.