Gap Analysis in Service Through SERVQUAL: A Study of Organised Retail Outlets in the National Capital Region of Delhi, India
16 Pages Posted: 3 Oct 2013
Date Written: October 1, 2013
The single most researched area in services marketing to date is service quality. According to Fisk et al. (1993) early research in service quality disclosed its subjective nature, but it was not until several years later that the concept of service quality as the result of differences between actual and expected levels of service began to emerge. This implies that organizations must establish requirements and specifications; once established, the quality goal of the various functions of an organization is to comply strictly with these specifications. In today's increasingly competitive environment, quality service is critical to corporate success.
The purpose of this paper is to analyze the gap in the service on regular basis to the customers of the National Capital Region of Delhi. SERVQUAL have been used as a tool with 5 dimensions and statements for this analysis. The Gap Analysis Model is the most widely accepted instrument to measure service quality. They postulated that a-priori factors like Personal Needs, Word-of-Mouth influences and Past Experiences as well as Communication by the service organization create Expectation of service.
This research work aims to examine the services provided by retailers to its customers from the view of the satisfaction of customers of the N.C.R. of Delhi. The gap score using the SERVQUAL have been used in this research paper.
Methodology: This is an Analytical detailed study collected through various internet sources, related Journal and articles.
•A questionnaire related to the expectations and perceptions of customers of N.C.R. of Delhi visiting various retail outlets.
•In this paper SERVQUAL technique is being implemented and hypothesis analysis has been done through Chi-Square test.
Keywords: SERVQUAL, Service Quality, Customer Satisfaction, Environment
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