An Assignment
Submitted in partial fulfilment
of the course requirements for the BBA of
THM 313: Hospitality Service Marketing
Submitted to
Mohammad Ruhual Amin
(Course Instructor of THM 313)
By
Kayoumul Islam
Student Id: 034
Department of Tourism and Hospitality Management
University of Dhaka
25th June 2025
Kayoumul Islam ID:034
An Evaluation of KSI LTD’s Internet Service
Using SERVQUAL Model and Service Gaps
Introduction
As a university student, I need the internet for my studies, online classes, and daily
tasks. I have been using KSI LTD’s internet service for several months. They promise
fast and reliable internet, but my real experience has been different. In this assignment,
I will explain how KSI LTD’s service performs using the SERVQUAL model and the
Service Gap Model. I will share my personal experiences to show where they are doing
well and where they need to improve.
Part 1: Evaluation of KSI LTD Using SERVQUAL Model
The SERVQUAL model looks at five key areas: Reliability, Responsiveness,
Assurance, Empathy, and Tangibles. Below is my experience in each area with KSI
LTD.
1. Reliability – Doing What Was Promised
Reliability means delivering the service as advertised. KSI LTD promised that I would
have a stable internet connection and fast speeds. In reality, I often face interruptions
and slow speeds, especially in the evening when I need to attend online lectures.
Although I pay for a 60 Mbps plan, my speed sometimes drops to 10–20 Mbps.
Because of these drops, I cannot always finish my work on time. From my experience,
KSI LTD does not reliably give me the service they promise.
2. Responsiveness – Willingness to Help Customers
Responsiveness means how quickly the company helps when there is a problem. When
my internet goes down, I call KSI LTD’s customer support. Sometimes I wait for several
hours or even a whole day before a technician comes. Once, I had no connection for
two days, and they only sent someone after I called three times. Waiting so long causes
me a lot of stress, especially when I have deadlines. This shows that KSI LTD needs to
be faster and more helpful when problems occur.
3. Assurance – Knowledge and Courtesy of Staff
Assurance is about staff being polite, professional, and knowing how to fix issues. When
I speak with KSI LTD’s customer service or technicians, they are usually polite. They
explain things in a way I can understand. For example, once I did not know why my WiFi router was not working properly. The technician checked it and clearly told me what
was wrong and how to fix it. This made me feel confident that they know what they are
doing. In my opinion, KSI LTD does well in the assurance area.
4. Empathy – Caring and Individualized Attention
Empathy means understanding each customer’s special needs. I asked KSI LTD if they
had a cheaper plan for students or a plan with flexible data. They said no, they only offer
a few standard packages. As a student, I sometimes do not need unlimited data but
need a faster connection during exams. Since they do not provide special plans for
students or small users, I feel they do not truly understand individual needs. From my
experience, KSI LTD’s empathy is low.
5. Tangibles – Physical Appearance of Facilities and Materials
Tangibles are the visible parts of the service, like equipment and offices. When the
technician came to install my internet, they wore a clean uniform and used new,
branded equipment. My router looks modern and their service van had the company
logo. Their website is easy to use, and the office is clean. Because of these things, KSI
LTD gives a professional image. In my view, tangibles are their strongest point.
Part 2: Service Gap Analysis of KSI LTD
The Service Gap Model shows four gaps that can happen inside a company. If these
gaps are large, the service quality goes down. Here, I explain each gap with my
experiences at KSI LTD.
Gap 1: The Listening Gap
This gap happens when the company does not know what customers really want. KSI
LTD never asks me or other users for feedback. They do not send surveys or make
phone calls to check if we are happy. I want faster support during exams, but they do
not know this because they never ask. Because they do not listen, they have the first
gap.
Gap 2: The Service Design and Standards Gap
This gap is between what customers expect and how the company designs its service.
KSI LTD tells everyone they have “24/7 customer support,” but in reality, help often
comes only during working hours. They also do not give any special offers for students.
Their plans are the same for everyone. If they knew what I needed, they would offer a
plan that fits my budget and schedule. Instead, they stick to basic plans. This mismatch
shows the second gap.
Gap 3: The Service Performance Gap
This gap happens when the service is planned correctly but not delivered well. KSI LTD
says they will send a technician within two hours of a complaint. But I have waited for a
technician for more than 24 hours. Once, the technician fixed the problem, but later the
same issue came back because they did not set up the router properly. This shows that
even though they claim to have good service procedures, they fail to perform well. That
is the third gap.
Gap 4: The Communication Gap
This gap is when marketing promises do not match what the customer gets. KSI LTD
advertises “No Buffer, No Lag.” Yet, when I watch videos or play online games,
streaming often buffers and lags. Their ads give me high hopes, but the real
performance does not match. This makes me feel disappointed because my
expectations are not met. This is the fourth gap.
Conclusion
From my experience as a user, KSI LTD has good-looking equipment and polite staff
(tangibles and assurance). However, they often fail to give reliable internet, respond
quickly to problems, and treat each customer as an individual (reliability,
responsiveness, and empathy). Their internal gaps—especially not listening to
customers and making big marketing promises they cannot keep—make their service
weaker.
To improve, KSI LTD should:
1. Listen to Customers: Send surveys or call users to learn what they really need.
2. Design Better Plans: Create special packages for students or small users with
clear service standards.
3. Improve Performance: Train technicians to arrive on time and fix issues
correctly the first time.
4. Be Honest in Advertising: Tell the truth about what speeds and support they
can actually provide.
If KSI LTD closes these gaps, they will give a better service that matches what
customers like me expect.