Gap Model of

Service Quality
Group1
Manuara Chisty
Mayur Parvani
Farah Deepa
Jince Abraham
The gaps model of service quality
 Where are things going wrong?
 What leads to poor service quality
 Customer gap (Gap 5)
 difference between customer’s expectations and perceptions of
performance
 Four provider gaps
 each may lead to the customer gap
 The Gaps Model of Service Quality
Consumer Past
Personal
Personalneeds
needs Past
Word-of-mouth experience
experience
Word-of-mouth
communications
communications Expected
Expectedservice
service

GAP 5
Perceived
Perceivedservice
service

Service
Servicedelivery
delivery External
External
(including GAP 4
Marketer (includingpre-
pre-and
andpost-
post- communications
communications
contacts)
contacts) to
toconsumers
consumers

GAP 3
GAP 1 Translations
Translationsofof
perceptions into service
perceptions into service
quality
qualityspecifications
specifications
GAP 2
Management
Managementperceptions
perceptionsof
of
consumer expectations
consumer expectations
 Customer
Customer
expectations
expectations

Reasons
Reasons • Not knowing what customers expect
for
for
Customer • Not selecting the right service
Customer
Gap
Gap55 standards and designs
• Not delivering to service standards
• Not matching performance to promised

Customer
Customer
perceptions
perceptions
 Customer
Figure 18.3
Expectations
Key Factors Leading to Provider Gap 1
GAP  Inadequate Marketing Research Orientation
Insufficient marketing research

1
Research not focused on service quality
Inadequate use of market research
 Lack of Upward Communication
Lack of interaction between management and customers
Insufficient communication between contact employees
and managers
Too many layers between contact personnel and top
management
 Insufficient Relationship Focus
Lack of market segmentation
Focus on transactions rather than relationships
Focus on new customers rather than relationship
customers
 Inadequate Service Recovery

Company Perceptions of
Customer Expectations
 Closing gap 1: Learn what customers
expect
 Use research, complaint analysis, customer
panels listen to
 Increase direct interactions between managers customers
and customers
 Improve upward communications
 Act on information and insights
Figure 18.4
Key Factors Leading to Provider Gap 2
Customer-Driven Service Designs
and Standards

GAP  Poor Service Design

Management Perceptions of
Customer Expectations
Closing gap 2: Establish the right
service quality standards
 Top management commitment to providing service
quality
 Set, communicate, and reinforce customer-oriented
service standards
 Establish challenging and realistic service quality
goals
 Train managers to be service quality leaders
 Be receptive to new ways to deliver service quality
 Standardise repetitive tasks
 Prioritisetasks Service Quality Awards
 Gain employee acceptance of goals
and priorities
 Measure performance of service
standards and provide regular
feedback
 Reward managers and employees
for achievement of quality goals
Gap 4
Market communication gap
Gap can occur for following reasons
 Planning problem or lack of IMC

 Execution problem or ineffective management of

 Over promotion
Gap 5
Perceived service quality gap
Reasons
 negative quality perceptions
 Bad publicity and reputation
 A negative impact on the organization’s image
 Lost business due to all the negative perceptions
Conclusion
 Identify inconsistencies between the quality of
service provider and customer expectations
 Identify the reasons for creation of these quality
problems
 Develop processes to close these gaps
 Improve the perception of service qualtiy in the
customers and create a quality iamge for customer
satisfaction