Measuring service quality in Canadian Forces dining rooms, use of the servqual instrument

Abstract

The mandate of the Canadian Forces (CF) Food Services system is to provide quality service in an innovative, customer-focused and cost-effective manner. Measurable performance indicators are required to ensure that the food services provider is not only providing customer service, but customer satisfaction with the quality of that service. The main objective of this study was to determine whether a generic instrument, SERVQUAL, designed to evaluate a customer's zone of tolerance of service quality, could be used to accurately measure diner expectations and perceptions of service quality in CF dining rooms. SERVQUAL, in its current generic form, does not accurately measure service quality in CF Food Services. Despite its high internal reliability, the ability of SERVQUAL to measure food services is highly questionable. SERVQUAL requires modifications to incorporate the full range of dimensions within food services, such as food quality and value. (Abstract shortened by UMI.)