21.6.3 Expectancy Pattern
A core characteristic of the SERVQUAL Model is the expectancy pattern of the
quality of service: the difference/gap between expectations and perception. If there is
a difference in quality, this will be demonstrated in the gap between what was
expected and what was actually experienced. The SERVQUAL Model empowers
organisations to examine which factors influence customers to form expectancy
patterns. Thus, the organisation can consider this expectancy pattern beforehand to
improve itself.
Word of mouth
communicaƟon
Personal needs
Past experience
Expected service
Perceived service
Consumer
Service delivery
External
communicaƟon
to customers
TranslaƟon of
percepƟons into
service quality
specificaƟons
Management
percepƟons of
consumer
expectaƟons
Employee
percepƟon of
consumer
expectaƟon
Service
Provider
6
5
1
3
4
7
2
Fig. 21.1 The SERVQUAL Model
21.6 The SERVQUAL Model
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