SERVQUAL model
Different ways of using the expectation level of SERVQUAL model are using as a reliable source to understand consumer expectation, using an assured source of understanding consumer demand and using as a real source of addressing consumer satisfaction. Description and limitations are as follows:
- As a reliable source: SERVQUAL model is a constant source to calculate and design the expectation level of target consumers. Expectancy and disconfirmation paradigm are the basic parameters of the model, which ensures the reliability of the result. Apart from being a reliable source of understanding consumer expectations, the difference between market expectations creates a knowledge gap.
- Assurance: SERVQUAL model is an assured source of understanding the expectation level and satisfaction level of target customers. The knowledge base and courtesy of employees should have their capability to ensure trust and confidence to target customers. However, differentiation in the managerial perceptions of consumer expectation creates a standard gap.
- Tangibility: Tangibility can be developed in the consumer relationship management using the SERVQUAL model. Physical facilities and updated communication tool are used to promote a more integrated approach in the model. The tangibility of the model is not sufficient to speculate quality specifications due to communication.