This document discusses service gaps and quality as measured by SERVQUAL. It defines a service gap as the difference between what a customer expects and what is delivered. Service quality is defined as a set of quality requirements across attributes like tangibles, reliability, responsiveness, assurance, and empathy. There are five potential gaps: not knowing customer expectations; having the wrong service standards; a service performance gap; promises not matching delivery; and expectations not matching experience. Reasons for the gaps include lack of marketing, communication issues, inadequate standards or control, and overpromising. SERVQUAL measures service quality across five dimensions based on customer expectations and actual experience.