SERVQUAL Model

Overview

SERVQUAL measures service quality as the gap between customer expectations and perceptions across five dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. The broader Gap Model identifies five organizational gaps that cause service quality failures.

When to Use

• Measuring and benchmarking service quality
• Identifying which service dimensions need improvement
• Diagnosing root causes of customer dissatisfaction
• Comparing service quality across branches, competitors, or time periods

When NOT to Use

• Evaluating product quality (use Garvin's 8 dimensions)
• When only transaction-level satisfaction is needed (use CSAT/NPS)
• Pure self-service digital products with no human interaction component