مقایسهٔ روش‌ها

	مقیاس کیفیت خدمات سِروکوال (SERVQUAL)	شاخص رضایت مشتریان آمریکا (ACSI)	مقیاس کیفیت خدمات الکترونیکی ای-اس-کوال (E-S-QUAL)
حوزه	مدیریت بازاریابی	مدیریت بازاریابی	مدیریت بازاریابی
خانواده	Process / pipeline	Process / pipeline	Process / pipeline
سال پیدایش	1988	1996	2005
پدیدآور	A. Parasuraman, Valerie A. Zeithaml, Leonard L. Berry	Claes Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara E. Bryant	A. Parasuraman, Valerie A. Zeithaml, Anantharanthan Malhotra
نوع	Multi-dimensional service quality scale	Structural equation model for satisfaction and loyalty	Multi-dimensional electronic service quality scale
منبع بنیادین	Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.	Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18.	Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.
نام‌های دیگر	Service Quality Instrument, Gap Model	ACSI, National Customer Satisfaction Index	E-S-QUAL, Online Service Quality Scale
مرتبط	4	4	3
خلاصه	SERVQUAL is a 22-item, multi-dimensional scale developed by Parasuraman, Zeithaml, and Berry in 1988 to measure consumer perceptions of service quality. It captures the gap between customer expectations and actual service performance across five core dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. The instrument has become the most widely used tool for service quality assessment in marketing research and practice.	The American Customer Satisfaction Index (ACSI), developed by Fornell and colleagues in 1996, is a structural equation modeling-based approach to measuring and predicting customer satisfaction across industries and over time. ACSI assesses customer expectations, perceived value, perceived quality, complaints, and loyalty in a unified framework. Since 1994, ACSI data has been collected quarterly on thousands of customers across diverse U.S. industries, making it a key economic indicator and benchmark for organizational performance.	E-S-QUAL is a 22-item scale developed by Parasuraman, Zeithaml, and Malhotra (2005) to measure service quality in electronic commerce and digital service environments. Adapting the foundational SERVQUAL dimensions to online contexts, E-S-QUAL assesses four core dimensions: Efficiency (ability to complete transactions quickly), Fulfillment (accurate order fulfillment and on-time delivery), System Availability (website uptime and technical performance), and Privacy (security of customer data and transactions). The scale captures both service delivery (how the website functions) and service recovery (how problems are handled).