grad-servqual
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
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