This is a practice of gap analysis using SERVQUAL.

Because of some limitations of surveying customers $($and managers$)$ using Qualtrics, we will simply practice gap analysis using MS Excel. The outputs of Qualtrics will be similar to the Excel sheet $($columns of B$4$:W$52)$ provided below.

SERVQUAL consists of $22$ questionnaires for the five dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. $($For details, refer to the PPT slides of Chapter $1$ or p$\mathrm{.}193-199$ of the textbook $-5$th Ed$.)$

We want to compare the survey results between $50$ managers $($Expectations$)$ and $50$ customers $($Perceptions$)$ for each dimension.

The Excel sheet attached has the full data from managers $($first tab$)$ and customers $($second tab$)$ and the gap analysis $($third tab$).$

$1.$ Remove and fill out the first and second spreadsheets $($only B$3$ ~ W$52)$ with your own data using the "RANDBETWEEN$(1,7)"$ function.

$2.$ Look at the embedded formulas on columns, B$53-$W$53,$ B$54,$ F$54,$ K$54,$ O$54,$ and S$54,$ and understand the meanings of those formulas.

$3.$ Find out the results of the gap analysis in the GAP column of the third $($Gap Analysis$)$ tab and understand the meaning.

$4.$ Explain the results $-$ what dimensions of SERVQUAL should the company first focus on to improve the quality of its service?