The Gap Model of Service Quality

The Gap Model of Service Quality

Service quality dimensions refer to the psychological aspects, which form the basis of perceived quality of customer service. While many marketing researchers have attempted to identify specific aspects of service quality, Parasuraman, berry and Zeithaml (1985) introduced a definition in their view the gap model of service quality. They proposed five specific aspects of quality of services exist and operate independently of service: reliability, responsiveness, assurance, empathy and tangibles. The most important aspect of quality services to customers is reliability. Reliability is defined as the ability to perform the promised service reliably and accurately (www.download-it.org).

In other words, it means doing what you say you will do. Customers have repeatedly stated that the company's ability to provide the promises is the most important factor for ensuring quality of services. With the ready room at check-in is an example of the reliability of measurement.

Responsiveness is the desire to help customers and provide prompt service. Customers judge companies based on the response estimates of the amount of time required, and attention, which are proposed in response to their inquiries, questions, complaints and problems. Companies that use automated telephone systems, regularly put customers on hold, or consistently long waiting time or long lines, usually low-rated speed of measurement (www.download-it.org). Rapid response to requests or complaints leads to higher rankings on this aspect. The third dimension of quality of service guarantees. Provision is defined as employees the knowledge and courtesy and the possibility of the company and its employees, to inspire confidence. Ensuring aspect is of particular importance in the services offer a high level of literacy qualities, such as car repairs and medical services (www.download-it.org).

The importance of the dimension increases in proportion to risk, and more impossible for the client to evaluate the service. Examination of the transferor or a particular service provider for a cruise vacation can affect the level of trust the client to this service. Empathy is defined as caring, individual attention the firm provides to its customers. Customers perceive the company's level of empathy for the degree of personal service offered. Customers want to be known on an individual basis, and believe that the company understands and addresses their individual needs.

Competing with companies that enjoy the economies of scale, small companies can get a greater market share by focusing on empathy. Caring guest lost luggage which is a way to improve ...