Using the Gaps Model of Service Quality to Understand and Manage Service Quality
What are the theoretical and practical issues (both pro and con) with using the Gaps Model of Service Quality to understand and manage service quality?
Servicers in the markets always face the challenge from the judgment of service quality by customers. Service quality, generally is taken satisfy customers into account, so that it is a critical factor from the perceptions of customer. It is the primary goal to providing a high quality service and customer satisfaction of the service industry currently (Huang, Huang & Chen 2003). According to Zeithaml, Bitner and Gremler (2013), the quality of service is judged based on the elements which are the perceptual outcomes of the customer, process of the service delivery and the physical environment of the service. In the last decades, marketers, managers and researchers has worked on this major issue and hope to create customer value, increase customer satisfaction and customer loyalty, but they still have confused about how to approach the endless topic to deal with the customer manners. From the studies by researchers, they develop several models to understand customer manner for measuring the service quality. One of the well-known models to measure the service quality is the gap model of service quality. This model is focused on the different between the perception and expectation of customer and different between customer and provider. To explain the gap model of service quality, it is important to understand the conception of service quality, and then to identify the customer gap and provider gap in the gap model. In the following, after a brief introduction of the gap model of service quality concept, examples of the theoretical and practical issues presented to pinpoint the problems to approach the gap. This essay will discuss the theoretical and practical issues with using the Gaps Model of Service Quality of the 20 century to understand and manage service quality in today.
Using service quality
Servicers in the markets always face the challenge from the judgment of service quality by customers. Service quality, generally is taken satisfy customers into account, so that it is a critical factor from the perceptions of customer. It is the primary goal to providing a high quality service and customer satisfaction of the service industry currently (Huang, Huang & Chen 2003). According to Zeithaml, Bitner and Gremler (2013), the quality of service is judged based on the elements which are the perceptual outcomes of the customer, process of the service delivery and the physical environment of the service. In the last decades, marketers, managers and researchers has worked on this major issue and hope to create customer value, increase customer satisfaction and customer loyalty, but they still have confused about how to approach the endless topic to deal with the customer manners. From the studies by researchers, they develop several models to understand customer manner for measuring the service quality. One of the well-known models to measure the service quality is the gap model of service quality. This model is focused on the different between the perception and expectation of customer and different between customer and provider. To explain the gap model of service quality, it is important to understand the conception of service quality, and then to identify the customer gap and provider gap in the gap model. In the following, after a brief introduction of the gap model of service quality concept, examples of the theoretical and practical issues presented to pinpoint the problems to approach the gap. This essay will discuss the theoretical and practical issues with using the Gaps Model of Service Quality of the 20 century to understand and manage service quality in today.
Using service quality