assignment Q19 & 20

kunal kamble MMS_137

Explain the role of SERVQUAL model with
example.
• The SERVQUAL model is a tool used to measure and understand the
gap between customer expectations of service and the service that is
actually provided. It is based on the premise that there is a gap
between what customers expect from a service and what they
actually receive. This gap can be caused by a number of factors,
including differences in perception, communication, and service
delivery.
• To use the SERVQUAL model, a business first needs to identify the
specific dimensions of service quality that are important to its
customers. These dimensions may include tangibles (e.g. appearance
of physical facilities and equipment), reliability (e.g. ability to perform
the promised service dependably and accurately), responsiveness
(e.g. willingness to help customers and provide prompt service),
assurance (e.g. knowledge and courtesy of employees and their
ability to convey trust and confidence), and empathy (e.g. caring,
individualized attention the firm provides to its customers).
• Once the dimensions of service quality have been identified, the
business can then survey its customers to gather their expectations
and perceptions of the service provided. The survey typically includes
a series of questions related to each of the dimensions of service
quality. The results of the survey can then be used to calculate the
gap between customer expectations and perceptions for each
dimension. This gap can then be used to identify areas where the
business needs to improve its service in order to better meet
customer expectations.
Here is an example of how the SERVQUAL
model might be used by a hotel:
• The hotel identifies the dimensions of service quality that are
important to its customers, including tangibles (e.g. appearance of
the hotel and guest rooms), reliability (e.g. dependability of room
service and housekeeping), responsiveness (e.g. willingness of staff to
help guests with special requests), assurance (e.g. knowledge and
politeness of staff), and empathy (e.g. personalized service and
attention to guests' needs).

• The hotel surveys its customers to gather their expectations and

perceptions of the service provided.
• The results of the survey are analyzed to calculate the gap between
customer expectations and perceptions for each dimension of service
quality.

• The hotel uses the results of the survey to identify areas where it
needs to improve its service in order to better meet customer
expectations. For example, if the survey shows that customers have
higher expectations of the appearance of the hotel and guest rooms
than they do of the reliability of room service, the hotel might focus
on improving the appearance of its physical facilities and equipment.
Q20. - Explain the concept of GAP model
with example.
• The GAP model (also known as the "Customer Gap" or "Service
Quality Gap") is a tool used to understand and identify the difference
between customer expectations of a service and the service that is
actually delivered. It is based on the premise that there are five gaps
that can exist between customer expectations and the service that is
delivered:
• Gap 1: The gap between customer expectations and management perceptions of
those expectations. This gap occurs when management is unaware of or
misunderstands the expectations of its customers.

• Gap 2: The gap between management perceptions of customer expectations and

service standards. This gap occurs when management sets service standards that do
not meet customer expectations.

• Gap 3: The gap between service standards and the service that is actually delivered.
This gap occurs when the service that is delivered falls short of the standards that
have been set.
• Gap 4: The gap between the service that is delivered and the service
that is communicated to customers. This gap occurs when customers
are not informed about the service that is available to them or when
the service that is advertised is not the same as the service that is
delivered.

• Gap 5: The gap between the service that is expected and the service
that is perceived. This gap occurs when customers perceive the
service to be different from what they expected.
• To use the GAP model, a business first needs to identify the specific
gaps that exist between customer expectations and the service that is
delivered. The business can then take steps to close these gaps and
improve the service it provides to customers.
Eg. of gaps through a hotel industry
• Here is an example of how the GAP model might be used by a restaurant:

• The restaurant identifies the specific gaps that exist between customer expectations
and the service that is delivered. For example, the restaurant might discover that
customers expect prompt service, but the service they receive is often slow.

• The restaurant takes steps to close the identified gaps. In this case, the restaurant
might invest in additional staff or training to improve the speed of service.

• The restaurant monitors the effectiveness of the steps taken to close the gaps and
makes further improvements as needed.