Final answer:
SERVQUAL is the measurement scale used to compare service expectations with service performance, which is helpful for companies to assess and improve their service quality.
Step-by-step explanation:
The popular measurement scale for service quality that compares service expectations with service performance is D) SERVQUAL. SERVQUAL is a widely recognized method that measures the gap between customers' expectations for excellence and their perception of the actual service delivered. The SERVQUAL model is built upon five dimensions which include tangibles, reliability, responsiveness, assurance, and empathy. Companies use this model to identify service gaps, measure service quality, and develop strategies for service improvement.