Author(s): Mayuresh M. Kelkar, Lisa Chen and Zaiyong Tang
The purpose of this article is to empirically validate SERVDIV, a new instrument to measure service quality across industries. Vedic Philosophy maintains that there are three paths to attaining the Divine; Gyna Marga (path of knowledge), Karma Marga (path of action) and Bhakti Marga (path of devotion). A confirmatory factor analysis conducted based on data collected from 259 motel customers revealed three factors that were labelled as Actionable Knowledge, Perceptible Commitment and the Divinity Mile. These factors are a combination of the three paths envisaged by the Vedic Sages