Association of Marketing Theory and Practice Proceedings 2011


The Dimensions Of Materialism: A Comparative Analysis Of Four Materialism Scales

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



This paper examines the flexibility of the customers' perception/expectation gap measurement, known as Gap 5 of the SERVQUAL model of PZB. The paper proposes a modified method to restructure the gap’s instrumental measurement approach, in order to fit into the managerial perspective of the end-users. The introduced method acknowledges X-bar chart technique for data analysis of perception minus expectation of the traditional service feedback surveys, measuring the service quality gap and as a built-in control tool to track the variability of the perceived service over a span of time against predetermined and measured customers' expectation.

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Digital Commons@Georgia Southern License

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