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The evaluation of service quality and customer satisfaction in the service industry has always been a complex process because services are intangible, heterogeneous, and perishable in nature. Unlike physical products, services cannot be touched or stored, and their quality depends largely on human interactions and customer perceptions. In this regard, the SERVQUAL technique and the concept of service gaps have emerged as highly influential frameworks for analyzing, measuring, and improving service quality. Particularly in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, which is characterized by high customer expectations and dynamic service delivery, these tools play an essential role in enhancing customer satisfaction and ensuring competitive advantage. The SERVQUAL technique, developed by Parasuraman, Zeithaml, and Berry in the 1980s, provides a systematic way to measure service quality by focusing on the differences between customer expectations and perceptions of actual service received. The technique is based on five key dimensions, which are widely accepted across various service industries. These five dimensions include tangibles, reliability, responsiveness, assurance, and empathy. Tangibles refer to the physical evidence of the service such as the facilities, equipment, appearance of staff, and overall ambiance. In the MICE industry, this dimension could involve the quality of conference halls, seating arrangements, audio-visual facilities, catering services, and even the design of exhibition spaces. Reliability refers to the ability of the service provider to deliver on promises accurately and consistently. For example, if an event organizer promises that an international conference will start at a particular time with all facilities ready, then meeting this commitment consistently indicates reliability. Responsiveness is the willingness and ability of staff to help customers and provide prompt service. In ________ _____ ____ ________ __________ __________ _______ ___ _________ ________ ______.
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