Generalized cross entropy method for analysing the SERVQUAL model

The aim of this paper is to define a new approach for the analysis of data collected by means of SERVQUAL questionnaires which is based on the generalized cross entropy (GCE) approach. In this respect, we firstly give a short review about the important role that SERVQUAL plays in the analysis of service quality as well as in the assessment of the competitiveness of public and private organizations. Secondly, we provide a formal definition of GCE approach together with a brief discussion about its features and usefulness. Finally, we show the application of GCE for a SERVQUAL model, based on a patients’ satisfaction case study and we discuss the results obtained by using the proposed GCE-SERVQUAL methodology.