This document discusses models for assessing service quality and service recovery. It introduces the service quality gap model, which identifies five gaps between customer expectations and perceptions that can lead to quality issues. It also presents the service recovery framework, which outlines three phases - pre-recovery, immediate recovery, and follow-up - that companies should follow when service failures occur to minimize negative impacts and regain customer loyalty. Key dimensions of service quality are also defined, such as reliability, responsiveness, and empathy.

1. 1
1

2. 2
2

3. 3
3
Word of
mouth
Personal
needs
Past
experience
Expected
service
Perceived
service
Service Quality
Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Service Quality Assessment
1. Expectations exceeded
ES<PS (Quality surprise)
2. Expectations met
ES~PS (Satisfactory quality)
3. Expectations not met
ES>PS (Unacceptable quality)

4. 4
4
Customer
Perceptions
Customer
Expectations
Service
Delivery
Service
Standards
Management
Perceptions
of Customer
Expectations
Managing the
Evidence
Conformance Service Design
Understanding
the Customer
Customer Satisfaction
GAP 5
Customer /
Marketing Research
GAP 1
Conformance
GAP 3
Communication
GAP 4
Design GAP 2
Service Quality Gap Model

5. 5
5

6. 6
6
Patronage
Loyalty
Satisfaction
Retention
Severity
Of
Failure
Perceived
Service
Quality
Psychological
-empathy
-apology
Tangible
-fair fix
-value add
Psychological
-apology
-show interest
Follow-up
Service
Recovery
Tangible
-small token
Service
Recovery
Expectations
Service
Recovery
Customer
Loyalty
Service
Guarantee
Speed of
Recovery
Frontline
Discretion
Service
Failure
Occurs
Provider
Aware of
Failure
Fair
Restitution
Pre-recovery Phase Immediate Recovery Phase Follow-up Phase
Service Recovery Framework