Gap Model of Mos

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GAP MODEL SERVQUAL SERVQUAL, later called RATER, is a quality management framework. SERVQUAL was developed in the mid-1980s by Zeithaml, Parasuraman & Berry to measure quality in the service sector. Concept The SERVQUAL service quality model was developed by a group of American authors, 'Parsu' Parasuraman, Valarie Zeithaml and Len Berry, in 1988. It highlights the main components of high quality service. The SERVQUAL authors originally identified ten elements of service quality, but in later work, these were collapsed into five factors - reliability, assurance, tangibles, empathy and responsiveness - that create the acronym RATER. Businesses using SERVQUAL to measure and manage service quality deploy a questionnaire that measures both the customer expectations of service quality in terms of these five dimensions, and their perceptions of the service they receive. When customer expectations are greater than their perceptions of received delivery, service quality is deemed low. In additional to being a measurement model, SERVQUAL is also a management model. The SERVQUAL authors identified five Gaps that may cause customers to experience poor service quality. PLEASE CONSIDER SERVQUAL AS MEASURE MODEL TO MEASURE SERVICE QUALITY. FIVE GAPS OR GAP MODEL SUGGESTED BY SAME AUTHORS (WHO GAVE SERVQUAL) IS A BASIC BUILDING BLOCK OF MARKETING OF SERVICES. Gap 1: between consumer expectation and management perception This gap arises when the management does not correctly perceive what the customers want. For instance, hospital administrators may think patients want better food, but patients may be more concerned with the responsiveness of the nurse. Key factors leading to this gap are: * Insufficient marketing research * Poorly interpreted information about the audience's expectations * Research not focused on demand quality * Too many layers
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