Application of Gap Model in Finding Service Quality Gaps: Comparative Study on Domestic and Foreign Banks Operating in Pakistan

Abstract

Service quality is a comparison of expectations with performance. A business with high service quality will meet customer needs whilst remaining economically competitive. Improved service quality may increase economic competitiveness. This aim may be achieved by understanding and improving operational processes; identifying problems quickly and systematically; establishing valid and reliable service performance measures and measuring customer satisfaction and other performance outcomes. There are plenty of service quality models which enable managers and practitioners to identify quality problems and improve the efficiency and profitability of overall performance. One of the most influential models in the service quality literature is the model of service quality gaps. In this paper, the model of service quality gaps has been critically reviewed and developed in order to make it more comprehensive. The main objective of this paper is to critically appraise various service quality models and identify issues for future research based on the critical analysis of literature. The paper critically examines 19 different service quality models reported in the literature. The critical review of the different service quality models is intended to derive linkage between them, and highlight the area for further research.