WHY DOES SERVICE QUALITY SUFFERS?
To identify why and how service quality suffers, Parasuraman, Zeithaml and berry have developed a model which identifies the various gap, which exists between perceived service quality, that customer receive and they expect. The five gap that the model outlines are:
1) Customer expectation - Management Perception Gap
2)Management Expectation - Service Quality expectation Gap
3)Service Quality specification - Service delivery Gap
4)Service Delivery - External communications to customers Gap
5)Expected service - Perceived Service Gap
The fifth gap is the short fall in the service quality as perceived by the customers. gaps one to four are shortfalls within the firm, thus contributing to the fifth gap.
1) Customer expectation - Management Perception Gap
2)Management Expectation - Service Quality expectation Gap
3)Service Quality specification - Service delivery Gap
4)Service Delivery - External communications to customers Gap
5)Expected service - Perceived Service Gap
The fifth gap is the short fall in the service quality as perceived by the customers. gaps one to four are shortfalls within the firm, thus contributing to the fifth gap.
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