Weighted and Unweighted Average SERVQUAL Scores?

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Weighted and Unweighted Average SERVQUAL Scores?

If the unweighted average SERVQUAL score is 1.312, and the average weighted score is 30.606 what does that mean? I'm using the average discrepancy between a customer's expectations and the customer's perceptions for 5 SERVQUAL dimensions, likert-type scale were used for ranking the statements anchored 1 to 7 with “strongly disagree” and “strongly agree”, using 22 questions in total for 100 surveyed users. Please help?

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		2 Jaap de Jonge Editor, Netherlands
	The Unweighted Average SERVQUAL Score The "Unweighted Average SERVQUAL Score" is simply the mean (=average) of the mean scores in the 5 dimensions. For example, let's suppose you obtained following GAP scores (Perception score - Expectation score) per dimension: Dimension 1. Tangibles - mean for this dimension (P-E): -0,65 Dimension 2. Reliability - mean for this dimension (P-E): -1,10 Dimension 3. Responsiveness - mean for this dimension (P-E): -0,83 Dimension 4. Assurance - mean for this dimension (P-E): -0,70 Dimension 5. Empathy - mean for this dimension (P-E): -1,01 This would mean your Unweighted Average SERVQUAL Score = (-0,65 + -1,10 + -0,83 + -0,70 + -1,01) : 5 = -4,29 : 5 = -0,86. This means the customers expected your service level to be an average of 0,86 per dimension higher than what they actually got from your company. By the way, because the perceived GAP in dimension 2 is the biggest, reliability could be the place to start improving your service quality.

		1 Jaap de Jonge Editor, Netherlands
	The Weighted Average SERVQUAL Score The "Weighted Average SERVQUAL Score" is almost the same as the unweighted one, except that a weight is given to the 5 scores. For example, the company you're investigating service quality for may find how sympathetic the customers are towards it's products the most important dimension. So it wishes to give a weight of 2 to the score in the dimension Empathy. All other dimensions are given a weight of 1. This would mean the Weighted Average SERVQUAL Score = (-0,65 + -1,10 + -0,83 + -0,70 + (-1,01 * 2)) : 6 = -5,30 : 6 = -0,88. This means the customers expected your service level to be a weighted average of 0,88 per dimension higher than what they actually got from your company.