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First of all the model clearly determines the two different types of gaps in service marketing, namely the customer gap and the
provider gaps. The latter is considered as internal gaps within a service firm. This model really views the services as a structured,
integrated model which connects external customers to internal services between the different functions in a service organization.
Important applications of the model are as follows:
1. The gaps model of service quality gives insights and propositions regarding customers’ perceptions of service quality.
2. Customers always use 10 dimensions to form the expectation and perceptions of service quality (Fig. 2).
3. The model helps predict, generate and identify key factors that cause the gap to be unfavourable to the service firm in
meeting customer expectations.
The model provides a conceptual framework for academic and business researchers to study the service quality in marketing.
Key Citations
Berry L., Parasuraman A. & Zeithaml V. (1988), The Service-Quality Puzzle, Business Horizons, Sep-Oct, pp 35-43.
Parasuraman A., Zeithaml V. & Berry L. (1985), A conceptual model of service quality and its implications for future research,
Journal of Marketing, Vol 49, pp 41-50.
Parasuraman A., Zeithaml V. & Berry L. (1988), SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service
Quality, Journal of Retailing; Vol. 64 Issue 1, pp12-40
Zeithaml V., Berry L. & Parasuraman A., (1988), Communication and control processes in the delivery of service quality, Journal of
Marketing, Vol 52, pp 35-48.
Application Areas
Management, service marketing, consumer behaviour
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