A conceptual service quality map: The value of a wide opened perspective

Purpose This paper considers the main models concerning service quality management in order to develop sinergies among them, thus arriving at the construction of a more general and comprehensive service quality model. Such a model is useful not only for managerial control purposes (how to evaluate qualitative problems perceived by customers and quality gaps within the company), but also for strategic analysis. Methodological approach The model that will be obtained is mainly based on the Gap Analysis Model or Servqual, developed by Parasuraman, Zeithaml and Berry, which enables the analysis of the origin of quality problems. It may also help the company top management identify possible quality shortfalls in order to improve the process of service provision. In particular, such a model will be revised in the light of other conceptual approaches concerning expected quality, perceived quality and the relation between these two quality points of view. Findings The examination of different conceptual approaches will result in the determination of some increasingly important dimensions of perceived quality, such as those concerning relational, emotional and management of waiting times. These dimensions will characterize the “new” model presented in this work. Practical Implication The analysis will be able to support company decision makers in the improvement of service quality by focusing on the ability to listen as a fundamental strategy.