SERQUAL model is a widely used tool for quality evaluation and it is also known as gap model. However, it was found that some of the dimensions of this model were similar or correlated, therefore; these dimensions were reduced to five after some necessary refining done by other researchers.
In this dimension, we deal with the capability of an organization to provide promised services accurately.
In this dimension, we focus to gain confidence and trust of customers on employees of an organization in order to provide prescribed services.
This dimension focuses on facilities, technology, equipment, the character of employees and all other physical attributes of an organization.
This dimension evaluates the degree of individual attention provided to the customers of
the firm. It refers to the level of individualized attention offered by companies to their clients. It must be transmitted through a personalized service or adapted to the client’s expectations.
This dimension deals with the assistance and support provided by employees of organizations to customers. It refers to the attention and promptness in dealing with requests, answering customer questions and complaints, and solving problems.
Hence, by maximizing this positive gap score, the service quality can be optimized. The dissatisfaction among the consumers is represented by the negative value of this gap score. Furthermore, the feedback from the customers are used as the input to compute this score for the reason that each dimension reflects distinctive influence to the service quality. Hence, in order to compute the over service quality, it is essential to weigh each dimensions according to its signification. Variations can be observed in those weights between the hotels in the different country The culture of each region and policy of hotels shape lead to these variations. The analysis of past studies has revealed that its theoretical application is limited to only gap 5. On the other, in practice, the application of this model is extended to other gaps also. Over the years, SERVQUAL model has been extensively utilized in the hospitality industry. Within this industry, this model is not only considered as the useful tool for measuring the external service quality but also used for evaluating the internal service quality. On the basis of the data attained following the implementation of this model, the managers can identify the service dimensions that need improvements as well as determine the performance of the employees in relation to each dimension. Furthermore, SERQUAL model also act as the foundation for allocating the organizational resources and at the same time for redesigning the service provisions. Nevertheless, in spite of its wide application as well as popularity, this model has been exposed to frequent criticisms.