Title: Origins, Evolution and Future of Service Quality: Personal Reflections
In my speech I will begin with the birth of the service quality as a formal scholarly discipline in the early 1980s. I will then trace my programmatic stream of research on this topic over the next 15 years that produced (a) the “Gaps Model of Service Quality” for understanding service quality and its determinants; (b) the SERVQUAL scale for measuring service quality from the customer’s perspective along five dimensions (reliability, responsiveness, assurance, empathy, and tangibles);
and (c) further refinements and additions to the gaps model and SERVQUAL.
Evolving from the initial foundational work on service quality and incorporating the increasing role of technology in delivering services and customer service, I will briefly overview of my continuing research over the next 15 years that produced: (a) E‐S‐QUAL, a scale for measuring “electronic service quality” (i.e., quality of customer interactions with websites); the technology readiness index (TRI and TRI 2.0), ascale for measuring people’s propensity for embracing new technologies; and (c) a framework for analyzing service quality and productivity from the perspectives of both customers and companies.
Next I will discuss my ongoing research focused on evolving from conventional service quality to broader issues such as quality of life, societal wellbeing, and sustainability. Scholarly research on sustainability, especially research exploring the relationship between sustainability and service quality, is at an early stage. There is a need for holistic investigations of the sustainability‐service quality link. I will propose a “Sustainability‐Service Quality (SSQ)” framework to serve as a starting point for launching such investigations.
Professor A. Parasuraman ("Parsu") is Emeritus Professor of Marketing and James W. McLamore Chair Emeritus at the Miami Herbert Business School, University of Miami (USA). He currently serves as Mentor of the AIM-Parasuraman Center for Service Excellence at the Jagdish Sheth School of Management (JAGSOM) in Bengaluru (India) and Pro-Chancellor (Academics) of Vijaybhoomi University in Karjat (Greater Mumbai, India). He is renowned globally as a leading expert in service quality and customer service.
He has authored several books, consulted with many companies, and conducted dozens of executive seminars worldwide. He has published over 130 articles in scholarly journals and has served as editor of the Journal of the Academy of Marketing Science (1997-2000) and the Journal of Service Research (2005-2009).
Professor Parasuraman has received numerous awards for his excellence in teaching
and research at Miami Herbert Business School and other institutions.
He is also the recipient of major discipline-wide recognitions such as: American Marketing Association’s “Career Contributions to the Services Discipline Award” (1998); Academy of Marketing Science’s “Outstanding Marketing Educator Award” (2001); being named to the Chartered Institute of Marketing (U.K.)’s “Guru Gallery,” profiling the 50 leading marketing thinkers worldwide (2004); IIT-Madras “Distinguished Alumnus Award” (2005); establishment of “The Parasuraman Service Excellence Research Prize,” at the Hamdan Bin Mohammed e-University in Dubai to foster scholarly research throughout the Middle East region (2008); Society for Marketing Advances’ “Elsevier Distinguished Scholar” award (2009); Honorary Doctorate from Maastricht University in the Netherlands (2011); Paul D. Converse Award for significant scholarly contributions to marketing (2012); Gil Churchill Award for Lifetime Contributions to Marketing Research (2013); being inducted as a Fellow of the AMA (2016); and AMA Higher Ed SIG’s Lifetime Achievement Award (2018).