Discuss the Servqual and Gap Analysis concepts and demonstrate how it Essay

Discuss the Servqual and Gap Analysis concepts and demonstrate how it can be applied in hospitality operations - Essay Example It is based on the pre-purchase expectations of an individual and the quality perceptions after purchase. The customer satisfaction differs with quality of service through psychological factors which play a vital role in an individual’s personal experience. Customer satisfaction is premised on the outcome or the process undertaken and thus defining customer satisfaction as the attributes of an end-state originating from consumption of experience base on perception, evaluation and psychological factors. The hospitality industry focuses on customer satisfaction as the main concern for producing service to its customers. Potential customers are lured to the hospitality sector for a number of reasons not limited to satisfaction, enjoyment, sense of achievement and self- esteem benefits that can be sought from this industry. Robinson (2009, p.21) discusses the benefits of leisure that provide customers with intellectual challenge, involvement and enjoyment, intellectual stimulation due to education, relief of stress through social benefits, relaxation and other aesthetic benefits. This factors link customer needs and satisfaction and motivation which is variable from individual to individual and thus obligating the customer oriented marketing to consider customer needs and be flexible to changes in internal processes to suit them. Satisfaction brings new customers through a positive word of mouth recommendations from existing customers. Secondly, it results into a stable source of income through maintaining customer loyalty through repetitive quality service delivery in the industry. Lack or inadequate customer satisfaction leads to additional expenses through handling customer complaints with an end result of wasting productive hours and ruining the reputation of a firm. There are a number of factors that affect customer satisfaction. However, the aspects of this paper aims at pre-purchase expectations that affect the overall