PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

The SERVQUAL instrument has been widely tested in marketing literature to measure service quality in various service settings including telecommunication. Most of these studies to date have treated SERVQUAL as a reflective scale. The existing literature challenges the model specification of many scales including SERVQUAL. However, the existing literature does not sufficiently address SERVQUAL as a formative construct to avoid the model misspecification using the two-stage approach via PLS-SEM. Moreover, the present study revisits the SERVQUAL scale as a formative construct in the telecommunication sector of Pakistan. This study used the mall intercept approach for data collection from the cellular consumers who visited the company-operated service centers in major cities of Pakistan. The study collected 392 responses with the help of personally administered questionnaires, recording a response rate of 65.3%. The results support the formative conceptualization of the SERVQUAL scale. In addition, the results support all the hypotheses providing empirical evidence of nomological validity for the SERVQUAL scale.