Whyte, GraftonBytheway, Andy2021-08-062021-08-062017Whyte, G., & Bytheway, A. (2017). The V-model of service quality: An African case study. European Journal of Marketing, 51(5–6), 923–945. https://doi.org/10.1108/EJM-05-2015-02700309-0566https://doi.org/10.1108/EJM-05-2015-0270http://hdl.handle.net/10566/6495This paper aims to introduce and demonstrate a new model for service quality that separates out the measurement of service quality in ways grounded in psychological theory and methodological symmetry.A review of experience in service quality management suggests that new approaches are needed. By seeking a way of managing service at different levels, with symmetry between data collection and data analysis, a model is presented that has more potential applicability and flexibility than is found in traditional models.enService managementPersonal construct theoryService qualityRepertory gridAfricaV-Model of service qualityArticle