Analyzing the synthesised service quality model, Seth et al. (2005) state that [a] service quality gap may exist even when a customer has not yet experienced the service but learned through word of mouth, advertising or through other media communications. Thus there is a need to incorporate potential customers'
perceptions of service quality offered as well as actual customers' perceptions of service quality experienced . The gap of service quality at the center of the model emerges after customer's expectations related to service quality exceed the obtained service quality (Brogowicz et al.,1990; Seth et al., 2005).