at the bottom of the hierarchy of needs is
Maslow's hierarchy of needs Physiological needs are the physical requirements for human survival. If these requirements are not met, the human body cannot function properly and will ultimately fail. Physiological needs are thought to be the most important; they should be met first. This is the first and basic need on the hierarchy of needs. Without them, the other needs cannot follow up.
SERVQUAL SERVQUAL is a multidimensional research instrument (i.e. questionnaire or measurement scale) designed to measure service quality by capturing respondents’ expectations and perceptions along the five dimensions of service quality.[2] The questionnaire consists of matched pairs of items; 22 expectation items and 22 perceptions items, organised into five dimensions which are believed to align with the consumer’s mental map of service quality dimensions. Both the expectations component and the perceptions component of the questionnaire consist a total of 22 items, comprising 4 items to capture tangibles, 5 items to capture reliability, 4 items for responsiveness, 4 items for assurance and 5 items to capture empathy.[3] The questionnaire is designed to be administered in a face-to-face interview and requires a moderate to large size sample for statistical reliability. In practice, it is customary to add additional items such as the respondent's demographics, prior experience with the brand or category and behavioural intentions (intention to revisit/ repurchase, loyalty intentions and propensity to give word-of-mouth referrals). Thus, the final questionnaire may consist of 60+ items and typically takes at least one hour, per respondent, to administer. The length of the questionnaire combined with sample size requirements contribute to substantial costs in administration and data analysis.