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Paul MBA, UK
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Gap 5 in SERVQUAL model
It is relevant to note that the difference between the expected service by the customer and the perceived service by the customer (= gap 5) in the SERVQUAL model equals the sum of the gaps 1 + 2 + 3 + 4. As a result, gap 5 can only be influenced indirectly by management; by changing the gaps 1 to 4.
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Kambagha Abdul, Tanzania
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Gap 5 in SERVQUAL model I agree with the comments from Paul, because if the management of a service organization treats their employees well in terms of pay, job satisfaction, recognizing their role and future advancement and caring, they will definitely serve the company's customers well. The opposite of these will definitely lead to customer dissatisfaction and hence poor performance of the company.
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John G, USA
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Extended SERVQUAL model Yes, the impact of the first 4 gaps also impact gap 5. The extended SERVQUAL model actually measures the impact of these interactions, however very few use it.
Most find it easier to use the Gap 5 model but offers little in the way of actionable information. This is a "bounded rationality" approach to reduce complexity but is ill advised in a complex social context where 1 + 1 does not always = 2 due to synergistic forces which are better assessed using systems-view approaches.
One cannot use difference scores of the RATER dimensions for expectations and perceptions batteries unless the extracted factors are the same. It is also better to confirm scales using SEM before using them for decision-making.
In addition, SEM analyzes all the endogenous and exogenous variable relationships simultaneously which MVA (a subset of SEM) cannot do.
Lastly, many applications of the SERVQUAL model fail to assess rigorous data screening methods for MV applicability which can affect data usefulness.
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