Abstract
The article critically reviews the conceptual issues which surrounds the measurement of service quality. Methodological issues are not addressed. The critique centres upon the gap model and its associated instrument SERVQUAL and argues that, despite progress, all the original problems remain in place. A conclusion which leads firstly, to the suggestion that the dimensions of the model might be re-tested using different scaling techniques and secondly, to the advocacy of the adoption of a wider psychological perspective and one which goes back to the fundamentals of evaluative processes.