What do you understand by the term Service Quality? Briefly describe the gaps model and explain the significance of the five gaps that the model identifies.

The Gaps model that deals with improvement of service quality was first time introduced by Valerie Zenthaml and the Center for Retailing Studies at the Texas A & M University. This model basically provides a roadmap to retailer about minimizing the gap between customers’ expectations and the perceived service (the service offered by a retailer) or to close that gap, if possible.

The model highlights the probable obstacles that usually hinder a retailer’s ability to satisfy customers. As discussed earlier, when customers’ expectations are greater than or cross their perceptions of the perceived service, they feel dissatisfied and develop negative thinking about the retailer’s services.

Therefore, it becomes essential for the retailers to remove this negative thinking (service gap – a gap between what customer expects and what is being provided to him), knowing that words travel faster than light. Following are the four potential gaps that must be understood and acknowledged to improve quality of service offered.

Figure 20.1 illustrates the GAPS model for improving the quality of service offered. These four gaps collectively give birth to service gap. The retailer’s role is to understand the reasons for these four gaps and to eliminate them to ______ ___ ___ ________ _________ __________ ______ ____ ___ ___ __________.
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