Servqual and gap

analysis Servqual

Servqual is a methodology which is used to define five different dimensions of service quality.

These are:

Reliability

Assurance

Tangibility

Empathy

Responsiveness

The reliability of Servqual is there to see if the business if completing what they say that they will do on time and to the

correct specifications.

Assurance is used to make sure that a business can be sure that they possess to correct skills to be able to complete the

job that has been trusted upon them to the correct standard which has been set.

Tangibility is just there to prove to customers that they have things like the products they say they have the facilities and

the staff.

Company’s use empathy to show the customers that they have an understanding of what customers want with things like

customer service.

And responsiveness, this is there to show people that business are willing to own up and try and change their own short

coming but they are not afraid to admit having them.

Gap analysis

The gap analysis takes the what business’ have got from the Servqual and they expand on it what this does is it helps

business try and find out their service short coming, the way that they do this is by looking at a select 5 things these are.

The difference in what the customer expect from their products and what management de

livers, this will commonly occur when there is bad communication between the business and its target market.

Gap two normally appears when there is a difference in what management thinks what the customer wants and what the

management creates, four aspects which contribute to this gap are the facts that the management may be interested in

the product being sold, the perception that the company is unable to meet the specifications that the customers are de-

manding.

Gap three is to do with the unrealistic expectations of management to the front line staff to act towards staff, some of

the reasons why this can be unrealistic are because of things like inappropriate technology, the staff or training, poor

teamwork and inappropriate control measures being put into place.

Gap four looks into the difference between how a business sales a products and how it actually preforms, this commonly

happens when a company has a poor internal communication and the lack of familiarity with the business operations,

another reason for this is normally as a sales technique and although overselling a product may be a good short term

investment in the long run it has an increasing chance to have a negative effect on the business with customers shopping

elsewhere to buy products which may live up to expectations.

Gap five is the overall difference between what is expected by the customer and what is delivered by the management,

business’ have to keep an eye on this closely because if something changes and the have a gap like this in their business it

can create major problems for the business in both the short and the long run.