Presents two questionnaires for measuring service quality. Derived from the SERVQUAL instrument, they have been field tested on around 100 subjects. The adapted questionnaires are shorter and more flexible when compared with SERVQUAL. They may be used separately or in combination. One questionnaire is given to consumers of the service and the other may be given to the service providers. Comparing results from the two groups can help shape the service quality strategy of the provider. Although describing a hospitality application, the approach to adapting SERVQUAL can be followed in other service contexts. Further introduces the concept of “decentring” in a quality context i.e. perceiving the service from the consumer’s viewpoint. Using the two adapted questionnaires helps service providers see quality from the customer’s perspective and so promote customer focus.

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Nowadays, service-oriented marketing has been playing an important role in marketing science fields. The current studies have focused on the establishment of a brand equity model and the relevant causal relationships of the model, they have not presented any consistent measurement technique. Hence, this paper aims to standardize the estimation of a constructed dimension for the equity of service-oriented brands and to solve the multipledimension problem inherent in this estimation. In particular, this proposed analytical model considers distinct weights for brand equity categories and attributes. Further, we intend to systematically present a deliberate procedure of the brand equity model along with a strategy to enable the further development of this procedure. By adopting quality function deployment (QFD) and consistent fuzzy preference relations, we create a valid and reliable brand equity model for hospitality firms. Finally, we empirically assess the measurement and managerial strategies related to the proposed model by illustrating the case of a restaurant chain.

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