There were concerns about expectations and the meaning of the “gap” as a way of measuring quality. Furthermore, when the dimensions of SERVQUAL became only five, a generalization across the different types of services was reported. Cronin and Taylor (1992) created the SERVPREF scale based on the SERVQUAL, believing that the latter created confusion regarding levels of customer satisfaction because the five levels of the model should not be measured separately but as a single item. Furthermore, fundamental elements such as price and access have been mishandled when considering the level of satisfaction (Cronin & Taylor 1992; Karassavidou et al.