SERVQUAL: Purpose
All organizations live or die by the quality of service provided to their customers. And of course, if the organization is observing the marketing concept (consumer is the center of the universe), then all employees need to be conscious of their role in surprising and exciting their customers.
This model should be applied when the level of consumer complaints or observation of a breakdown in service delivery indicates that there is a problem.
As a quality control measure, it would be wise to use the model at regular intervals to audit the alignment of service delivery with customer expectations. Such an audit would also be indicated a short while after any changes in processes or people.
SERVQUAL: Structure ...
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