What is the SERVQUAL?

by Grant Gipe in

The SERVQUAL is a research methodology designed to measure a company's services gap. It is also referred to as a Services Gap Framework.

The main objectives are:

  • To measure customer perceptions & expectations based on 6 service dimensions.
  • To measure the difference between customer expectations and company perceptions of expectations.
  • To measure customer’s “Zone of Tolerance”.
  • To understand customer expectations & perceptions of the service delivery process.
  • To re-align processes & procedures from a customer perspective.

The Services Gap Model is a framework to measure gaps for processes, standards, expectations, perceptions, & communication. It is internally and externally focused.

The gaps are defined as:

  • Provider Gap 1: Not knowing what customers expect.
  • Provider Gap 2: Not selecting the right service design standards.
  • Provider Gap 3: Not delivering service standards.
  • Provider Gap 4: Not matching performance to promises.
  • Customer Gap 5: The difference between customer perceptions & expectations.
Services Gap Model

Key reasons for Provider Gap 1: Not knowing what customers expect

  •  Insufficient marketing research
  •  Inadequate use of marketing research
  •  Lack of interaction between management & customers
  •  Poor communication between contact employees & managers
  •  Lack of market segmentation
  •  Focus on transactions rather than relationships
  •  Focus on new customers rather than existing customers 

Key reasons for Provider Gap 2: Not selecting the right service design standards

  •  Inadequate standardization of service behaviors & actions
  •  Absence of formal process for setting service quality goals
  •  Lack of customer-defined standards
  •  Lack of recognition that quality service is a profit center
  •  Imbalanced performance scorecard

Key reasons for Provider Gap 3: Not delivering service standards

  •  Ineffective recruitment
  •  Role ambiguity and role conflict
  •  Poor employee-technology fit
  •  Inappropriate evaluation and compensation systems
  •  Lack of empowerment and teamwork
  •  Customers lack understanding of their role
  •  Customers are unwilling or unable to perform their roles
  •  Customers are not rewarded for good performanc

Key reasons for Provider Gap 4: Not matching performance to standards

  •  Inadequate management of service promises
  •  Overpromising in advertising and personal selling
  •  Insufficient customer education
  •  Inadequate horizontal communications
  •  Differences in policies and procedures across affiliates
  •  Not understanding customer’s value definitions
  •  Lack of physical evidence strategy  

Key reasons for Provider Gap 5: The difference between customer expectations and perceptions

SERVQUAL questions are based on six service dimensions:

  1. Reliable: Ability to perform the promised service dependably & accurately
  2. Responsive: Willingness to help customers & provide prompt service
  3. Assurance: Employees’ are skilled & knowledgeable about products
  4. Accessible: Customers are able to contact when & how they want
  5. Empathy: Ability to provide caring, sincere, friendly, & individualized attention
  6. Tangibles: Appearance of physical facilities, equipment, personnel, & written materials