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Despite  the  proliferation  of  publications relating  to  service  quality,  the  communication of  service  quality  through  advertising  remains a  largely  unexplored  topic.  Therefore,  an exploratory  study  was undertaken  to achieve  a better  understanding  of  whether,  and  how,  ser-vice providers  attempt  to communicate  quality of  their  offerings  to consumers  through  adver-tising.  This  study  revealed  that,  on  average, relatively  few  quality  cues  are  contained  in magazine  advertisements  for  services  aimed  at consumers.  Emanating  from  this  research  are several  examples  and  suggestions  as  to how  a services  marketer  can  convey  quality  through advertising  messages. 

Background 

Despite  the  proliferation  of studies  and  arti-cles  that  address  the  topic  of  service  quality, issues relating to the communication  of service quality  through  advertising  remain  largely unexplored.  Therefore,  an  exploratory  study was  undertaken  in  order  to  provide  a  better understanding  of  whether,  and  how,  service providers  attempt  to  communicate  quality  of their  offerings  to  consumers  through  advertis-ing.  A  scale  developed  to  measure  service quality  was  used  as the  framework  for  analyz-ing the utilization  of quality  cues  in  magazine advertising  directed  at  consumers.  Emanating from  this research are several ideas for  convey-ing service quality through  advertising. A Measure of Service Quality Of  the  many  attempts  at  achieving  a  better understanding  of service  quality  from  the  con-sumer's  perspective,  the  development  of  the SERVQUAL  scale  is  especially  noteworthy. 

Having  found  that  consumer's  Assessment  of service  quality  is  based  on  comparisons  of their  expectations  of service  performance  with their  perceptions  of  actual  performance, researchers  developed  a  scale  that  measures both  expectations  and  perceptions  relating  to specific attributes which their research  showed to represent the criteria consumers use to judge service  quality.
Those  attributes  were  catego-rized within five broad  dimensions: 
•Reliability: Ability to perform  the  promised service dependably and  accurately 
•Responsiveness:  Willingness  to  help  cus-tomers and provide prompt  service 
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