The concept study of Servqual method’s gap
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The methodology of conduct, presented in this publication, allows conducting the study of clients’ satisfaction of services in a complex manner and at the same time, it allows getting to know all problems appearing in the process of their provision. Gap no 5 expresses a general client’s perception of services and allow defining his satisfaction. Gap 4 allows defining in what range the organization provides clients with false and distorted information in its promotion and advertising materials, which in consequence influence on their satisfaction. The result from gap no 4 can be used when planning promotion campaign. Gap no 2 and 3 allow defining if the organization is realizing the planned strategy of quality. It allows defining which employees provide services of a low quality and then by means of the application the appropriate motivation tools it allow to cut it out. Finally, gap no 1 which allow defining problems connected with marketing communication. It allows finding client’s needs which organization does not know and which should be included in its strategy.
KeywordsQuality management Service management Quality services Servqual Model of quality
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