Abstract
The purpose of this research paper is to study infusion of technology in services marketing, and to investigate role of technology as an enabler to manage service gaps. Service gaps are theorized to be arising from internal organizational inconsistencies, and affect service quality perceptions of the customers. The research design comprised of bibliometric analysis, citation count, and review of literature in services marketing in relation to its engagements with technology aspect. The major findings point to, extensive use of technology by service firms to minimize internal and external service gaps. Various technologies are contributing towards interlinking stakeholders by creating seamless service processes. Newer technologies has potential of efficiently interlinking stakeholders, thus improving service quality by minimizing external (customer) and internal service gaps. Technology though being adopted by service industry extensively, its implication in relation to service gaps model has not been discussed by researchers.
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