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Marketing “from the intra‐organizational perspective” has been comparatively untouched by the critical turn in organization studies. The objective of the present paper is to contribute to a critical examination of marketing as a change discourse by focusing on service management scholarship. In particular, the paper focuses upon the gap‐model.

Foucault's disciplinary power concept is used to analyze how the gap‐model tends to objectify, subjectify and normalize.

Focusing on service management contributes to the scarce critical examination of marketing in general and the almost non‐existent critical examination of service management in particular. Further, the paper contributes to the investigation of the potential production of subjectivity and normalization as an effect of marketing technologies.

This paper suggests empirical exploration of subjective responses to marketing discourse and associated technologies.

Critical examinations of marketing discourse in general, and service management in particular, are very scarce. Specifically, the paper contributes to the understanding of how service management intends to fixate the subject.

The major aim of this investigation is to propose a novel approach for evaluating the implementation of the European Quality Award, i.e. the model of European Foundation for Quality Management (EFQM).

The EFQM model includes both enablers and results, while in the service quality gaps model, only the gaps between the organization and customer are studied. In this paper, a new approach has been proposed to assess seven determined gaps in implementing the EFQM model based on the concepts of the service quality gaps model and the ServQual approach. The new approach to the EFQMQual has been examined in Isfahan Province Gas Company using different viewpoints of senior and middle managers and senior experts on four elements of determined gaps. These include perceptions of goals, expectations of goals, perceptions of assessment and expectations of assessment.

Findings indicate that leadership and key results criteria have the lowest and the highest gap values, respectively. In addition, the fifth gap, i.e. the difference between expectations of assessment and perceptions of assessment, has the lowest average, while the seventh gap, i.e. elements of the EFQM model, has the highest average. With regard to the correlation among the seven gaps, it became obvious that there is a significant correlation among the first, fifth and sixth gaps; and also between the fourth and fifth gaps. Finally, based on the Pareto rule, the priority of the criteria related to each of the gaps has also been determined.

One of the limitations of this study is the complexity of the concepts in the questionnaires, which makes it difficult for respondents to understand the items of the questionnaires. To overcome this, therefore, the researcher has attached a guideline to the distributed questionnaires.

As the literature review indicates, there has not been any research on integrating the concepts of the service quality gaps model, the ServQual approach, and the EFQM model, while also analyzing the weak and strong results obtained from implementing the EFQM model based on such an integrated approach. The significance of the study lies further in the fact that based on an approach similar to the proposed EFQMQual, such concepts can be applied for evaluating the implementation of other quality award systems.

The aim of this chapter is to investigate factors affecting four of the gaps encompassed in the GAP model, which then results in Gap 5, the so-called customer gap, related to the variance between customer expectations and the perception of service quality (SQ). Four predictors were selected based on the literature review – marketing research orientation (MRO), service specification design (SSD), integrated technology (ITC) and integrated communication (ICO) – to examine their relationship with the customer gap. A valid and reliable questionnaire, developed for the purpose of the study, was used to collect data from a sample consisting of 600 employees from six hotels located in Amman, Jordan. The findings show that MRO, SSD, ITC and ICO significantly predict the four gaps in SQ on the provider side, which in turn significantly predict the customer gap. For companies, more attention should be paid to the four gaps that induce the customer gap.

Focuses on the service performance gap, which occurs when service is not performed according to the standards set. It attempts to define the antecedents of the gap. The research is set in the European airline industry with a theoretical framework based on service quality and the trust‐commitment theory of relationship marketing. With support from a literature review on exchange theory, equity theory, role theory and the trust‐commitment theory of relationship marketing, 18 hypotheses are advanced to develop and test an alternative to the original model by Parasuraman et al. Data were collected from two European airlines. A postal survey of 600 customer contact employees produced 193 respondents, an overall response rate of 32 per cent. The empirical investigation involved the use of structural equation modelling to estimate the proposed model. Exploratory factor analysis was used to assess the measurement instrument. The study offers some support to the work of Parasuraman et al., in another industrial context. It extends their findings by proposing an alternative model, which shows that the service performance gap is influenced both directly and indirectly by a significant number of critical factors including trust, commitment and co‐operation.

Effective measurement and analysis of service quality are an essential first step in its improvement. This paper discusses the development of neural network models for this purpose. A valid neural network model for service quality is initially developed. Customer data from a SERVQUAL survey at an auto‐dealership network in The Netherlands provide the basis for model development. Different definitions of service quality measurement are modelled using the neural network approach. The perception‐minus‐expectation model of service quality was found not to be as accurate as the perception‐only model in predicting service quality. While this is consistent with the literature, this study also shows that the more intuitively appealing but mathematically less convenient expectation‐minus‐perception model out‐performs all the other service quality measurement models. The study also provides an analytical basis for the importance of expectation in the measurement of service quality. However, the study demonstrates the need for further study before neural network models may be effectively used for sensitivity analyses involving specific dimensions of service quality.

Companies are constantly striving for superior customer service that meets consumers' expectations. Products that do not provide consumers with good service quality are unlikely to meet the expectations of consumers. The aim is to maximize customer satisfaction and achieve financial success by closing gaps to provide high-quality service to consumers. Customers use quality of service to choose a service provider. This does not only include the quality of products or service but also the quality of customer service. The five essential elements (5Es) – experience, emotions, exclusivity, execution and engagement – must be used by companies to ensure that their products and services meet defined standards or customer's expectations. The customer's opinion of a service is formed immediately, regardless of whether it is positive or negative. The result of a negative customer experience is negative word of mouth, which would cause loss in business from dissatisfied customers as well as from potential customers who will no longer use the services. Using the gap model for service quality, this study proposes the essential 5Es of service quality. As a result of the synthesis of this current research, the company's service delivery will be improved by identifying weaknesses. The use of these 5Es for the control of service quality and monitoring of quality defects leads to better understanding and reduction of cost.

This research explores the expectation gap between tax clients’ motivations to hire tax preparers versus tax preparers’ perceptions of those client motivations. The study builds on limited previous research by examining preparers primarily from local firms rather than focusing solely on large international firms. The Gaps Model of Service Quality provides the theoretical lens for the paper. We employ the recently developed Taxpayer Motivation Scale (TMS) to measure four client motivations to hire a preparer: (1) saving money, (2) saving time, (3) legal compliance, and (4) protection from the IRS. We measure expectation gaps for those four motivations using matched tax preparer–tax client dyads.

We employ statistical sub-group analyses to investigate the effects of both clients’ and preparers’ demographic characteristics that influence tax-expectation gaps. Results suggest client gender plays a noteworthy role in predicting many of the gaps. In addition, complexity of tax returns, children in the home, and client perceptions of tax-preparer advocacy help explain gaps. Finally, female preparers appear to be relatively more sensitive to client needs. We conclude that tax preparers need to (1) better understand their clients’ motivations for hiring them and (2) reexamine marketing efforts to educate clients about preparer credentials and potential strategy options for tax preparation.

The interface between logistics service providers (LSPs) and shippers is an area that has received little attention in previous research and even less has been done when environmental issues are added to this interface. Nonetheless, the perception among researchers and the industry is that in many instances, supply and demand in this green interface does not coincide. The purpose of this paper is, therefore, to identify the matches and gaps between LSPs' green supply and the shippers' green demand.

This paper is based on a web‐based survey sent out to Swedish LSPs and shippers. A gap analysis based on mean values and confidence intervals was conducted.

Findings indicate that the LSPs overachieve when it comes to green categories and also that they are aware of this situation. Shippers, on the other hand, interestingly are not aware of this and they seem satisfied with what they perceive is offered by LSPs.

Contrary to previous research, the paper specifies matches and gaps in the green LSP‐shipper interface. As the survey covered actors in the Swedish market, future research would benefit from similar analyses from other countries.

The findings are of use for LSPs' understanding of shippers' environmental demands, and thereby enable them to adapt better to market demand. Similarly, shippers can use the findings to understand green supply and possibly change their demands accordingly.

This paper adds to the knowledge of the green LSP‐shipper interface. Furthermore, it uses gap analysis, which appears to be something not previously done within environmental logistics research.

The purpose of this paper is to investigate the effect of national culture in terms of power distance and uncertainty avoidance on service provision in terms of information flow and communication policy within the Takaful industry (Islamic insurance) in Kuwait and Egypt. Second, to validate Hofstede's claim regarding the homogeneity of Arab culture which he believes is dominated by the Islamic religion.

The study was undertaken among 462 employees from three Takaful organizations in Kuwait and Egypt. The sample was randomly selected from all levels within Takful companies operating in both countries. The data were analyzed using two different statistical packages. The first tool was SPSS version 17 with which the first hypothesis of the differences between Kuwait and Egypt was tested. Second, the analysis of moments structure was utilized to find the effect of national culture based on two cultural dimensions of power distance and uncertainty avoidance on two service mechanisms of information flow and communication policy within the Takaful industry.

Results demonstrate that: more differences than similarities exist between Kuwait and Egypt in terms of power distance and uncertainty avoidance, which implies that the differences in national culture between the two countries are in contrary to Hofstede's claim of homogeneity of Arab culture, and national culture in terms of power distance and uncertainty avoidance affects service provision in terms of information flow and communication policy, respectively.

The paper contributes to the body of knowledge in service marketing literature at the theoretical and practitioner level. First, it provides empirical investigation to an existing theory that links national culture to service provision through service quality gaps. Second, it provides evidence that disputes Hofestede's claim of homogeneity in Arab culture, as it evidently proves the cultural differences between Kuwait and Egypt. On other hand, practitioners of Takaful may comprehend how power distance and uncertainty avoidance might affect information flow and communication policy for which managers can eliminate their information gap, which in turn will strengthen the Takaful operator service quality in information gathering, sharing and disseminating. Takaful Policy makers and institutions might benefit from this research by understanding the effect of national culture on service provision and taking this as an important factor when designing regulations.

The purpose of this paper is to propose and empirically assess three comparative approaches to measuring service quality: modified gap model, TOPSIS and loss function. Aims to argue for the use of TOPSIS from decision sciences, and Loss function from operations research and engineering, as alternative approaches to the gap model.

The empirical evidence is provided by large sample consumer data on the service quality for leading Indian commercial banks. The service quality evaluations obtained from these three distinct methods are compared and tested for their mutual agreement.

Fndings show that the rankings obtained from different methods are statistically in agreement, suggesting that the alternative approaches can provide equally good measurement of service quality. But they should not be used in an interchangeable manner.

Research shows that a single measure of overall service quality based on gap model is over‐simplistic. It would be more useful to explore a richer profile of customer service quality provided by different measurement approaches. Each methodology has its own advantages and disadvantages, and should be used based on its suitability for a particular application.

This research offers profound practical implications. It offers managers with a framework of service quality improvement that measures service quality gaps, selects an optimal combination of attribute levels to deliver customer satisfaction, and focuses on reducing the future loss caused by poor quality.

Extant marketing literature is replete with gap model applications for measuring service quality. Drawing from interdisciplinary literature, alternatives are provided to the traditional gap model, which show equally good measurement with greater suitability of application under certain conditions.