Let’s apply the Service Quality Model (Gaps Model) to Emirates, a premium airline known for its
outstanding service and customer experience.
Overview of the Service Quality Model (Gaps Model)
The model identifies five gaps between customer expectations and actual service delivery that impact
service quality:
1. Knowledge Gap: Management doesn’t fully understand customer expectations.
2. Policy Gap: Service quality standards don’t align with customer expectations.
3. Delivery Gap: Service delivery fails to meet standards.
4. Communication Gap: Marketing promises more than the service delivers.
5. Perception Gap: Customers perceive the service as below their expectations.
Application of the Gaps Model on Emirates
1. Knowledge Gap
Potential Issue: Emirates must accurately understand its diverse customer base, which includes
business travelers, families, and luxury travelers.
How Emirates Addresses It:
o Customer Feedback Systems: Emirates uses surveys and reviews to gather feedback
from passengers to understand their needs.
o Cultural Sensitivity: As an international airline, Emirates offers tailored services, such as
halal meals, multilingual cabin crew, and region-specific entertainment options.
Example: Recognizing that luxury passengers value privacy, Emirates introduced first-class
private suites with sliding doors for a more exclusive experience.
2. Policy Gap
Potential Issue: Policies may not fully reflect customer expectations of premium service (e.g.,
seating comfort, inflight meals).
How Emirates Addresses It:
o Emirates aligns its service policies with its positioning as a premium airline. For example:
Standardized Comfort: All classes (Economy, Business, and First) offer high-
quality seating, inflight entertainment, and meal options.
Premium Services: For Business and First-class passengers, Emirates offers
chauffeur services, lounge access, and onboard showers.
Example: Emirates avoids a policy gap by ensuring its Economy Class also delivers a premium
experience, such as offering free meals and an extensive entertainment library.
3. Delivery Gap
Potential Issue: Emirates’ employees or systems might fail to deliver services as promised (e.g.,
delays, poor cabin crew service).
How Emirates Addresses It:
o Employee Training: Emirates invests heavily in training its cabin crew to deliver
consistent and high-quality service, emphasizing hospitality and cultural sensitivity.
o Operational Efficiency: Emirates uses advanced technology to optimize schedules and
minimize delays.
Example: The airline’s onboard crew is trained to handle specific passenger needs, such as
assisting with infants or addressing dietary requirements.
4. Communication Gap
Potential Issue: Marketing may overpromise luxury experiences that don’t align with actual
service delivery.
How Emirates Addresses It:
o Emirates ensures its advertisements accurately reflect its offerings, such as spacious
seating, high-quality meals, and cutting-edge entertainment.
o Consistency in Messaging: Marketing campaigns, like the iconic "Fly Better" slogan,
focus on tangible benefits (e.g., enhanced comfort, better inflight experiences).
Example: Emirates delivers on its promise of luxury by offering features such as onboard lounges
for Business and First-class passengers, ensuring advertisements and reality match.
5. Perception Gap
Potential Issue: Passengers may perceive Emirates’ services as falling short of their expectations
due to prior experiences with other luxury airlines or inconsistent service delivery.
How Emirates Addresses It:
o Enhanced Personalization: Emirates uses data analytics to personalize customer
experiences (e.g., remembering meal preferences or seating choices).
o Recovery Strategies: If service fails (e.g., delayed flights), Emirates provides
compensation or alternative solutions to maintain customer trust.
Example: Offering free hotel stays or lounge access for passengers affected by long layovers
ensures they still perceive Emirates as a premium brand.
Key Insights
By addressing each gap, Emirates ensures that its service quality aligns with its reputation as a premium
airline. Its focus on feedback, training, innovation, and recovery allows it to meet and often exceed
customer expectations, ensuring customer loyalty in the competitive airline industry.
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