The five gaps of service quality
Discrepancy between customers expectations and service provider s ability and efforts to understand them
Discrepancy between the understanding of customer s expectations and their modification into service' s features (quality standards)
Discrepancy between quality standards and service provision process
Discrepancy between service provision and marketing communication
Discrepancy between customer s expectations and service encountered(satisfaction with the service)
Source: adapted from Hopeniené and Ligeikiené 2002), Skalen and Fougère 2007)