Purpose
The purpose of this paper is to discuss the use of measurement scales and to illustrate some of the drawbacks of using scales for measuring service quality without due recognition of the limitations and rigidity of such scales, especially when they are applied to the complexity of service marketing situations and contexts.
Design/methodology/approach
A review of the most widely used scales in services measurement, including SERVQUAL and SERVPERF is provided, along with some of the conceptual issues surrounding scale design and use in service contexts. Then some qualitative research techniques are considered in terms of their adaptability and flexibility for carrying out research regarding the complex nature of services.
Findings
Measurement scales are evaluated and discussed. The key criticisms of bestβknown scales used for services situations are presented. Then consideration is given to what might be a βbest practiceβ scenario for measuring and assessing serviceβrelated issues in a service context.
Originality/value
The discussion draws attention to the importance of recognising the most suitable research method for a serviceβspecific research problem/question rather than imposing a well known measurement scale or technique that may not suit the purpose.