Applicability of the GAPS Model to Service Quality in Small Firms
Delivering quality is as critical to survival of small service firms as it is to large corporations. Zeithaml, Parasuraman, and Berry (1990) developed a conceptual model of service quality (Gaps) that identified gaps in service quality and suggested measures to close them. The Gaps model has been used in large service corporations, but is yet to be applied to small service firms. Therefore, this paper examines the applicability of the Gaps model to the smaller service firm. Our analysis revealed that the resources and structure of smaller firms significantly affect the types of service quality gaps that occur and the closure measures.
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