Zeithaml, Parasuraman, Berry

Zeithaml, Parasuraman, and Berry are influential scholars in the field of marketing, particularly known for their work on service quality. They developed a model named SERVQUAL, which identifies five key dimensions that customers use to evaluate service: tangibles (physical appearance), reliability (consistent service), responsiveness (willingness to help), assurance (trust and confidence), and empathy (caring for customers). Their research helps businesses understand how to improve customer satisfaction and loyalty by addressing these dimensions effectively. Their contributions have shaped how organizations design and deliver services to meet customer expectations.