*Research Scholar, Department of Management Studies, Anna University, Chennai, India
**Associate Professor, Department of Mechanical Engineering, Bharath Niketan Engineering College, Tamilnadu, India
***Director, Corporate Research Initiative Centre, Madurai, Tamilnadu, India
There was sea of studies analyzing the service quality and servqual gaps in retail marketing. There was no detailed study analyzing the service quality and its gaps in direct marketing. This study mainly aimed at analyzing the SERVQUAL gaps in direct marketing taking the Amway products as case study. This study was conducted in Madurai District, Tamil Nadu, India. The sample considered for this study are, 195 consumers, 101 Distributors and 204 Consumers cum Distributors. SERVQUAL model developed by Parasuraman et al (1988) was used for collecting primary data. While analyzing the perception score, perfect correlation of the dimensions were noticed except the dimensions Courtesy with Trustworthiness. Likewise, the expectation score clearly indicated the correlation with the five dimensions except the dimensions Performance with Tangibles, Courtesy with Individualized Attention and Trust Worthiness. In this paper, the findings showed that negative gaps exist in four dimensions namely Tangibles, Individualized Attention, Trust Worthiness and Courtesy. The only dimension, Performance was seen with positive gap.
SERVQUAL Gaps, Direct Marketing, Service Quality, Customer Satisfaction
