Established model
SERVQUAL and the gaps model
Parasuraman, Zeithaml & Berry · 1985
Also known as Service quality gaps model
Poor service is the gap between what customers expected and what they perceived, and that gap has four causes behind it.
Its place in the frameworkOmni Core›Customer Support
What it does
Not knowing what customers expect; specifying a standard that does not match it; not delivering to the standard; and promising something different in communication. Locating which of the four is open changes what you do — three of them are internal problems and one of them is a marketing problem, and they are routinely confused.
- Reach for it when
- When service scores are poor and the response is more training for the people at the counter.
- Where it stops
- The associated questionnaire and its five dimensions have been criticised for decades, particularly the expectations half. The gap structure has aged better than the instrument.
A. Parasuraman, Valarie A. Zeithaml & Leonard L. Berry, “A Conceptual Model of Service Quality”, Journal of Marketing, 1985.
Why it sits at Customer Support
What happens when something goes wrong or someone needs help: how they reach you, whether it gets resolved, what they could have solved themselves, and where it goes when it cannot be.
A model is only useful when you reach for it at the right moment. This one answers a question that arises here — so it is filed here, and nowhere else. These are the working areas it serves:
- Getting helpCustomer-effort research, which finds that the difficulty of getting help predicts loyalty better than satisfaction with the answer.
- ResolutionFirst-contact-resolution literature, and the critique of handling-time metrics as measures of the function rather than of the outcome.
- Self-service and knowledgeKnowledge-centred service practice, and the finding that self-service adoption depends on speed rather than on availability.
- EscalationService-recovery research on the compounding effect of repeated explanation and transfer.
What it touches elsewhere
Nothing in a business is decided on its own. A conclusion reached with this model at Customer Support lands in these other cores, whether or not anyone follows it there.
- Customer FeedbackSupport contacts are feedback with a problem attached and are the largest untapped source of it.
- Business CoreMost support volume originates in a process or product problem that belongs to another function.
- Brand CoreSupport is where the promise is tested, and a recovery handled well is remembered better than nothing going wrong.
- Data CoreContact reasons are among the most useful data an organisation holds and among the least analysed.
Filed at the same place
These answer questions that arise at Customer Support too. Where they disagree with this one, the disagreement is the useful part.
- Service recoveryA failure handled well can leave a customer more committed than if nothing had gone wrong — but only sometimes.
Elsewhere in Omni Core
- The service blueprint
- Moments of truth
- The customer satisfaction index
- Net Promoter Score
- The Customer Effort Score
- Nielsen’s usability heuristics
- The double diamond
- The Fogg Behaviour Model
- RFM analysis
- Collaborative filtering
- Behavioural and attitudinal loyalty
- The service–profit chain
- Showrooming and webrooming
These are other people’s models, named here so you can go to the source and use them properly. The Omnigoal is not affiliated with their authors and is not endorsed by them; nothing of theirs is reproduced here — no canvas, no diagram, no wording. Each is described in our own words, with the originator credited, because the framework is a place to put thinking, not a replacement for the people who did it. Model names and trademarks belong to their respective owners and are used here only to refer to the work itself.
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