Measuring service quality using SERVQUAL and AHP: an application to a Chinese IT company and comparison

The purpose of this paper is to compare the results of measuring Service Quality (SQ) using the SERVQUAL instrument and the analytic hierarchy process (AHP). The research was carried out at a Hewlett-Packard Authorised Service Centre in Beijing, China in 2006. The SERVQUAL analysis suggested that most of the respondents were dissatisfied with the SQ, whereas only a small number of respondents seemed to be dissatisfied with the SQ as per AHP analysis. The significant differences between the results of the two methods suggested that the approaches differed in terms of their capabilities in reflecting respondent opinions accurately.