Q1:

Service quality gaps:

● Gap-1(knowledge gap)​: Hotel’s airport facility was not available in night hours.
● Gap-2 (policy gap): ​there was only one clerk available for work after 11pm.
Management was not able to provide standard service for customers.
● Gap-3 (communication gap)​: Mr. Spencer was informed about the availability of
airport facility in night hours but it was not clearly mentioned that the service is
not available in night hours.
● Gap-4 (delivery gap​): absence of luggage assistant to help Spencer, his wife,
and their sleeping child take their luggage to the room which is far away in the
next building.
● Gap-5 (service gap)​:the clerk failed to book the right room for the guests and in
handing them the key later.
Q2:
Assurance is the dimension that should be improved first, in that customers should be
guaranteed high standards of customer service like getting checked in effectively during
night hours and getting picked up safely from the airport to the hotel, there should be
better communication and responsiveness to customers needs so that they are
provided with the utmost comfort.

Q3:
Customer gap in tangibles dimension is 0.2, in reliability 0.7, in responsiveness 0.7, in
empathy 0.2, and in assurance 0.
There is dissatisfaction in 4 dimensions but it is highest in reliability and
responsiveness, so madeline should start improving responsiveness first since it affects
the customers directly when entering the hotel and then focus on reliability.