Abstract: Service is a key factor in marketing. In the gap model of service quality, there are gaps among the service quality that companies provide, the quality that consumers perceive and the quality that consumers expect. There are also two standards when consumers evaluate the service quality. One is 揳nticipant quality and the other is the lowest acceptable quality. The difference between these two standards is zone of tolerance? A questionnaire called Servqual which is based on the model is widely applied.

Key words: service, gap model of service quality, Servqual