Can we measure service quality?

Affected by the motto "you cannot improve what you cannot measure" and joining the enthusiasm of TQM movement, service companies are trying to measure their service quality. SERVQUAL is an intrument to measure service quality quantitatively. This study attempts to test the validity of SERVQUAL instrument. Three qualitative techniques in addition to SERVQUAL are used and all the four questionaires are applied to 12 different services in Bilkent University. The aim of the study is not only to criticize the deficiencies of SERVQUAL instrument but also to make the reader aware of the complexity of measuring quality in service settings.