THE GAP MODEL

OF SERVICE
QUALITY SUBMITTED BY
AMIT KUMAR GANDHI
RESEARCH SCHOLAR
SRI DEV SUMAN UNIVERSITY UTTARAKHAND PT. L.M.S CAMPUS RISHIKESH
 SERVICE QUALITY

Service quality is a measure of how well an organization meets or exceeds the expectations of its
customers. It is determined by both technical and emotional aspects of the service. Technical aspects
includes reliability, speed and accuracy, while emotional aspects include empathy, responsiveness, and
courtesy.
For example, if a pizza restaurant promises to deliver a pizza within 30 minutes, it must consistently
provide that service to meet customer expectations and be considered reliable.
Understanding how to improve service quality is key to an organization’s growth. Measuring and
improving service quality requires research and expertise.
 DIMENSIONS OF SERVICE QUALITY

 Reliability:- The most important service quality dimension to customers is reliability .Reliability is defined as
the ability to perform the promised service dependably and accurately. In other words, it means doing what you
say you will do. Customers have consistently stated that a company's ability to deliver promises is the most
vital factor to providing service quality. Having a room ready upon check-in is an example of the reliability
dimension.

 Responsiveness:- It is the willingness to help customers and to provide prompt service. Customers judge a
company's responsiveness by assessing the amount of time it takes and the attentiveness that is offered in
response to their requests, questions, complaints, and problems. Companies that use automated phone systems,
regularly put customers on hold, or consistently have long wait times or long lines tend to be rated low on the
responsiveness dimension. Responding quickly to requests or complaints leads to a higher rating on this
dimension.
 DIMENSIONS OF SERVICE QUALITY

 Assurance:-Assurance is defined as employees’ knowledge and courtesy and the ability of the firm and its employees
to inspire trust and confidence. The assurance dimension is particularly important in service industries offering high
levels of credence qualities, such as auto repair and medical services.
The importance of the assurance dimension increases in proportion to the risk, and the greater the inability for a
customer to evaluate the service.
 Empathy:- Empathy is defined as the caring, individualized attention the firm provides its customers. Customers
perceive the level of a company's empathy by the degree of personalized service offered. Customers want to be known
on an individual basis and feel that the company understands and addresses their individual needs.
 Tangibles:- Tangibles are defined as the appearance of physical facilities, equipment, personnel and communication
materials. Service industries such as hotels and restaurants rely heavily on tangibles. Guests often judge the quality of a
hotel experience on the quality of the physical environment and tangible amenities. Each time they experience a
service, guests are evaluating the hospitality organization.
Th customers judge the overall service quality by looking at its five dimensions during all interactions with service
providers. Companies need to perform well on all dimensions of service quality to insure a positive overall evaluation.
 THE GAP MODELS OF SERVICE QUALITY

 Customers compare the service they 'experience' with what they 'expect' and when it does not match the
expectation, a gap arises.
 The gap model was developed by Parasuraman, Berry and Zeithaml (1985),
It has served as a framework for research in services marketing, including hospitality marketing. The
model identifies four specific gaps leading to a fifth overall gap between customers’ expectations and
perceived service.
 Customers have expectations for service experiences and they use them to measure against the
perceived service performance in their judgment of service quality. It is essential, then, that managers
determine what those expectations are when designing the service.
 GAP 1: Gap between Management Perception and
Customer Expectation. (Knowledge Gap)

 This gap arises when the management or service provider does not correctly analyze what the
customer wants or needs. It also arises due to insufficient communication between contact employees
and managers. There is a lack of market segmentation. This Gap occurs due to insufficient market
research.
 For Instance- A café owner may think that the consumer wants a better ambience in the café, but the
consumer is more concerned about the coffee and food they serve.
 GAP 2: Gap between Service Quality Specification and
Management Perception (Design Gap)

 This gap arises when the management or service provider might correctly comprehend what the
customer requires, but may not set a performance standard. It can be due to poor service design,
Inappropriate Physical evidence, Unsystematic new service Development process.
 An example would be restaurant managers who may tell the waiters to provide the order of the
consumer quick, but do not specify “How Quick”.
 GAP 3: Gap between Service Quality Specification and
Service Delivery (Performance Gap)

 This gap may arise in situations existing to the service personnel. It may occur due to improper training,
incapability or unwillingness to meet the set service standards. It can be due to inappropriate evaluation
and compensation systems. Ineffective Recruitment is the main cause of this gap.
 The failure to match the supply and demand can create this gap. There is also a lack of empowerment,
Perceived Control, and framework. An example would be a restaurant having very specific standards of
the food communicated but the restaurant staff may not be given proper instruction as to how to follow
these standards.
 GAP 4: Gap between External Communication and
Service Delivery (Communication Gap)

 Consumer Expectations are highly influenced by the statements made by the company representatives
and advertisements. This gap arises when these assumed expectations are not fulfilled at the time of
Delivery of Service.
 An example would be a restaurant that has printed on its menu that it serves 100% Vegetarian Food but
in reality, it serves Non-Vegetarian Food as well. In this situation, consumer expectations are not met.
 GAP 5: Gap between Experienced Service and
Expected Service (Overall Gap)

 This gap arises when the consumer misunderstands the service quality.
For Instance, A Restaurant Manager may keep visiting their consumer to ensure quality check and
consumer satisfaction, but the consumer may interpret this as an indication that something is fishy or
there is something wrong in the service provided by the restaurant staff.
 CONCLUSION

 Quality customer service can help companies to retain their existing customers, getting new
customers, increase revenue and grow their businesses. Many companies use the gap model of service
quality to identify areas where they can improve the customer experience. If you work as a manager
for a company or run a company that provides customer service, you might benefit from learning
about the gap model to evaluate customer satisfaction.
THANK YOU