A study on GAP model of service quality and customer relationship management – A theoretical assimilation

A comparison between expectations and performance is how to measure service quality. A company that provides high-quality customer service will do so while maintaining economic competitiveness. A higher level of service quality could make businesses more competitive. This goal may be accomplished by comprehending and strengthening operating procedures, swiftly and methodically recognizing issues, generating valid and reliable service performance indicators, and tracking customer satisfaction and other performance results. There are many service quality models available that help managers and practitioners find quality issues and boost overall performance efficiency and profitability. Kotler asserted that "any firm is a service business." The "service sector" has evolved in recent years, adding a new sector to the previously recognised four main economic sectors (government, private, non-profit, and manufacturing). Since customer satisfaction varies depending on the service being provided, the concept of "service quality" has been used to compare consumer expectations with service delivery, or making sure that services live up to their promises. Due to the fact that service quality is generally regarded as an intangible, researchers have developed measures to assess the quality of services offered, such as the SERVQUAL tool. Therefore, it is crucial to have a tool or instrument to analyse the service quality, by which if the analysis shows positive scoring, it reflects a positive correlation between consumers' perception and expectation, which is fundamental for that service to be considered economically and to be well-recognized in the market. The model of service quality gaps is one of the most popular models in the literature on service quality. The model of service quality gaps has undergone a thorough study and development in this work in order to make it more complete. The major goal of this essay is to evaluate several service quality models objectively and, using a critical examination of the literature, recommend areas for further study. Various service quality models that have been described in the literature are critically examined in this paper. The objective of the critical analysis of the various service quality models is to draw connections between them and identify areas that require additional study.