Complacency and service quality: an overlooked condition in the GAP Model

摘要

The GAP Model starts from the following underlying assumption: that all companies want to perform as best as they can. That they will strive for the fulfillment of service promises; for perfection according to pre-established standards. This paper attempts tc discuss the above statement and, therefore, the accuracy of the Gap Model of service quality by acknowledging that at different stages, a feeling of contentment is achieved before the optimal level of performance is reached. A hidden gap pervades the organization: a complacency gap. This contentment can be visualized as a general feeling that permeates the whole organization's atmosphere―a complacent culture―or can be traced and found specifically in one or more of the explanatory gaps described in the model, in the form ol complacent behaviors. In addition, this complacency condition not only applies to ongoing service organizations, but also for organizations entering the market place.