Service quality: mind the gap!

The characteristics of service can be somewhat slippery and difficult to pin down, not least of all because any given service can only be seen through the eyes of its recipient. This is emphasised by Peters (1985) who stated that ‘customers perceive service in their own unique, idiosyncratic, emotional, irrational, end-of-the-day, and totally human terms.’ Furthermore, and as is noted by Deming (1986) compared to a customer’s reaction to the quality of manufactured goods a customer’s reaction to service quality is immediate. However, service quality, whatever it may be, and however complex a phenomena it might also be, cannot be ignored since service quality can be a key competitive differentiating factor. The SERVQUAL scale or gaps model as it has become known is a common method of measuring service quality. This paper will review the gaps model 25 years on, and make a critical evaluation and assessment of whether the model is still as appropriate in view of the current service environment being dynamic and much changed.

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