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bsp;and  courtesy  of 
employees,  and  their  ability  to  inspire  trust and  confidence 
•Empathy:  Caring,  individualized  attention the firm provides its  customers •Tangibles:  Physical  facilities,  equipment, 
and appearance of personnel Although the primary use of SERVQUAL is to identify  potential  service  quality  gaps  for  ser-vice providers, SERVQUAL also provides a use-ful  framework  for evaluating  service  marketers' efforts  to  communicate  service  quality  through their  advertising.  That  is, since  the  scale  was developed  to  measure  service  quality  percep-tions from the  consumer's  point  of view,  rather than from a more "objective," detached perspec-tive,  it  would  seem  productive  to  ascertain whether  service  firms  are  providing  cues  in their  advertising  that  relate  to  the  dimensions underlying  service  characteristics  important  to consumers.  Also,  identification  of  messages containing quality cues would provide ideas  for practitioners  who need  to communicate  quality through advertising. An investigation was there-fore  undertaken  to  assess  if  and  how  service providers  appear  to  be  communicating  (read: promising) delivery to quality service. 
How the Study Was Conducted
Possible Explanations for Differences in Cue Utilization
Managerial Implications and Recommendations 

End Notes 
1. Carman,  James  M.,  "Consumer  Perceptions  of  Service  Quality:  An  Assessment  of  the SERVQUAL Dimensions," Journal of Retailing,  66:1 (Spring 1990), 33-55. 
2. Day,  Ellen,  and  Stephen  B. Castleberry,  "Defining  and  Evaluating  Quality:  The  Consumer's View,"  in  Advances  in  Consumer  Research,  13  (1986),  ed.  Richard  J.  Lutz.  Provo,  UT: Association for Consumer Research, pp. 94-98. 
3. George,  William  R.,  and  Leonard  L. https://www.51lunwen.org/ArtandDesign/ Berry,  "Guidelines  for  the  Advertising  of  Services," Business  Horizons,  24 (1981), 52-56. 
4. Grönröös,  Christian,  "A  Service  Quality  Model  and  Its  Marketing  Implications,"  European Journal of Marketing,  18:4 (1984), 36-44. 
5. Kassarjian,  Harold  H.,  "Content  Analysis  in  Consumer  Research,"  Journal  of  Consumer Research,  4 (1977), 8-18. 
6. Legg, Donna, and Julie Baker, "Advertising  Strategies for Service Firms," in Add  Value to  Your Service,  ed. Carol Surprenant. Chicago: American Marketing Association, 1987, pp. 163-168. 
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