You tell Chase that you are going to start recording the service quality gaps you are seeing. Chase Why is defining the gaps your first priority? Defining the gaps will allow Evergreen Hotel to gauge what areas of the training need attention. Defining the gaps will allow Evergreen Hotel to understand more about the services it offers. Defining the gaps will allow Evergreen Hotel to ensure it is delivering optimal service to its customers.
The Correct Answer and Explanation is:
Correct Answer:
Defining the gaps will allow Evergreen Hotel to ensure it is delivering optimal service to its customers.
Explanation
In service quality management, identifying and defining gaps is a crucial first step because it provides a clear picture of where service delivery is falling short of customer expectations. This process allows organizations like Evergreen Hotel to analyze the root causes of service deficiencies and address them strategically to ensure customer satisfaction and loyalty.
The primary reason for prioritizing gap definition is that it directly supports the goal of delivering optimal service to customers. The Service Quality (SERVQUAL) model, developed by Parasuraman, Zeithaml, and Berry, outlines five key gaps that often occur in service delivery:
- Gap 1 – The difference between customer expectations and management’s perceptions of those expectations.
- Gap 2 – The difference between management’s perception of customer expectations and the service quality specifications.
- Gap 3 – The gap between service quality specifications and the service actually delivered.
- Gap 4 – The difference between service delivery and external communications about the service.
- Gap 5 – The gap between customer expectations and their perceptions of the service received.
Each of these gaps can lead to dissatisfaction and weaken a hotel’s reputation. By systematically identifying these gaps, Evergreen Hotel can ensure it aligns internal processes, training programs, and service standards with what customers truly expect and value.
This process also enables the hotel to proactively improve customer experiences, rather than reacting to complaints or poor reviews. While understanding training needs and knowing more about the services offered are important outcomes, they are secondary to the core goal: ensuring the hotel delivers the best possible service experience. Therefore, defining service quality gaps is the first and most essential step in achieving service excellence.
