We have all experienced service less than our expectations at some point during our lives. Marketers of service companies could help reduce these service failures by fully understanding and deploying the Gap Model of Service Quality. From Exhibit 10.6 and Chapter 10 which outlines the Gap Model of Service Quality:

• Please briefly describe each the five service gaps of the Gap Model of Service Quality.
• Please articulate why a failure in one of the five service gaps can produce service quality failure and lead to other service gap failures.
• Choose a real life situation that you or someone you know experienced poor service quality and briefly conjecture which of the service gaps of the Gap Model likely led to the poor service experience.