Service Quality Dimensionality: Exploring a High-Involvement, On-Going Service Context.

Despite increased interest in service quality research the dimensionality of service quality remains elusive for many service contexts. This paper begins to address this gap by exploring the dimensionality of service quality within a complex, high involvement, on-going service environment. The results of this study suggest that service quality may be conceptualised as multidimensional and hierarchical. Service quality is found to comprise four primary dimensions: interpersonal quality, technical quality, physical environment quality and supplementary quality. In turn ten sub-dimensions define these four primary dimensions. These findings have important implications for progressing service quality theory and improving service quality in practice