Attribute importance in service quality: an empirical test of the PBZ conjecture inBrazil

According to the Parasuraman‐Berry‐Zeithaml conjecture, the greater the importance of a given quality dimension, the thinner the corresponding tolerance zone would be. This paper seeks to test the conjecture when attribute items are individually considered. The original data have been collected to assess the quality of postal services in Brazil. A qualitative stage yielded a list comprising 39 attribute items. In the quantitative stage the...