2.4 Measuring service Quality (Gap model)

2.4 Measuring service Quality

 2.4.1 Gap model

Fig.2.4.1: The Integrated Gaps Model of Service Quality
(Parasuraman et al.,1985)

Every organisation goes through the phase of quality measurements in this era. It has determined to be the most difficult task for service organizations as they are to measure intangible   aspects. It is not quite like measuring a product such as Nike shoes. The service quality not only be measured according to delivery staff performance but also the appearance of the staff matters. Eg : if the tastiest food is served by the politest staff wearing dirtiest cloths would there be customers? Would it be the best quality service organisation? Fundamental idea of this is a concept based on a research been done by Zeithaml, Parasuraman & Berry  over the years(1985,1988) Therefore it is been understood that  when measuring the service quality many psychological features are very important to be identified.

The five dimension of service quality which contains tangibility, empathy, assurance, responsiveness and reliability are the latest version of SERVQUAL to measure service quality by using  perception and expectation gap of the consumer.This is called  the fifth gap , of the gap model ( Figure 2.4.1). it is the most important among 5 gap model since Gap 5 is a  results of combination of Gaps 1 to 4 ,hence this study will  concentrating only  gap five.