Comparative analysis of the viewpoints of customers, employees and managers based on the developed model of service quality gaps - with a case study in the travel agents at the centre of the city of Tehran

The aim of this article is to develop a model of service quality gaps for identifying gaps from the viewpoints of travellers, employees and managers of travel agents at the centre of the city of Tehran. Findings indicate that there is a difference between the viewpoints of travellers and service providers. From the viewpoint of travellers, the highest gap value is related to the dimensions of reliability and assurance, then responsiveness and afterwards, the dimensions of tangibles and empathy; while employees have identified the high gap values in the dimensions of reliability, responsiveness, tangibles, assurance and finally empathy. From the viewpoint of managers, the highest gap value is also related to the dimensions of responsiveness and assurance and then, dimensions of tangibles and empathy, and the lowest gap value is related to reliability.