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The Gaps Model of service quality has long been the keystone of the service management literature. This classic theoretical model offers valuable guidance for understanding the opportunities and challenges posed by the increasing adoption of artificial intelligence (AI) in service management. Drawing on recent research and practical insights, this research examines the impact of AI on each one of the service quality gaps identified in the Gaps Model. In addition, we discuss the dual potential of AI to either bridge or widen these gaps, cautioning for digitally responsible implementations of AI. Towards the end of the paper, we discuss future research directions to advance service management with AI integrations in the hospitality and tourism industry.
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Mattila et al. (2025) studied this question.
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