SERVQUAL Gap Analysis
SERVQUAL measures service quality as the gap between what customers expect and what they perceive they received. A negative gap means the service fell short of expectations. The five dimensions show where: the physical evidence (tangibles), dependable delivery (reliability), willingness to help (responsiveness), competence and courtesy (assurance), and individual care (empathy).
Everything above runs in your browser and saves to this device only. The tool opens on sample hotel figures. Type your own averages, or paste survey responses and let the tool average them.
How it works
Each item carries an expectation score E and a perception score P, both on a 1 to 7 scale. The gap for an item is its perception minus its expectation.
Dimension gap = mean of its item gaps
Unweighted SERVQUAL score = mean of the five dimension gaps
Weighted SERVQUAL score = Σ (dimension weight ÷ 100) × dimension gap
The weights share 100 points across the five dimensions, so the weighted score reflects what matters most to your customers. The priority dimension is the one with the largest weighted shortfall. The measured gap is the customer gap in the gaps model of service quality. The provider gaps you tag in the Customer Journey Mapper are the causes, and they appear next to the scores when both tools are used on the same device. The dimensions follow Parasuraman, Zeithaml and Berry (1988), and the item wording is FlairMI’s own.
Frequently Asked Questions
What is SERVQUAL?
SERVQUAL is a method for measuring service quality, developed by Parasuraman, Zeithaml, and Berry (1988). Customers rate what they expect and what they experienced on 22 items across five dimensions, and the gap between the two measures quality.
What are the five SERVQUAL dimensions?
The five SERVQUAL dimensions are tangibles (facilities and materials), reliability (delivering as promised), responsiveness (quick help), assurance (competence and courtesy that build trust), and empathy (individual attention).
How is the SERVQUAL score calculated?
Each item's gap is perception minus expectation. A dimension's gap is the mean of its items, and the weighted SERVQUAL score multiplies each dimension gap by its importance weight out of 100.
What is the gaps model of service quality?
The gaps model traces the customer gap, between expected and perceived service, to four provider gaps: listening, service design and standards, service performance, and communication. SERVQUAL measures the customer gap.
Is this SERVQUAL Gap Analysis tool free?
Yes. The SERVQUAL Gap Analysis tool is free and opens straight away in any modern browser, including on a phone. Scores and pasted responses are processed in your browser and stay on your device.