After SERVQUAL was published as a measure of perceived service quality, several arguments have been made against its validity and some competing measures have been developed. This paper reviews those controversies. Particularly, it compares the concept of expectation in the research of service quality with that in the research of satisfaction, re-purchasing intention and suggests the author's opinion. In addition, the paper suggests sequential casual relations among expectation, perceived performance and perceived service quality.
Utilizing "SERVQUAL" a tool designed to evaluate service quality by Parasuraman, Zeithaml and Berry(PZB) research team. Based on the review of the related literature, six variables concerning travel services were identified. The six variables are tangibility, reliability, responsiveness, assurances, empathy and costs. And eight hypotheses were developed using six variables to test.
The review of literature covers service's concept, model and method of service quality evaluation, and relationship among the concepts which is related to the service quality.
The results of the study suggest the different service quality evaluation factors depending upon the travel types and finally, additional documents are made for future research.