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ChapterChapter
The Gaps Model of Service Quality
The Customer Gap
The Provider Gaps:
Gap 1 not knowing what customers expect
Gap 2 not having the right service designs and
standards
Gap 3 not delivering to service standards Gap 4 not matching performance to promises
Putting It All Together: Closing the Gaps
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2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
The gaps model of service qualityThe gaps model of service quality
Effective services marketing is complex and involves many
different strategies, skills and tasks.
The customer gap is the difference between customer
expectations and perceptions. Customer expectations are standards or reference points
that customers bring in to the service experience,
Whereas customer perceptions are subjective assessment
of actual service experiences. Closing the gap between what customers expect and what
they perceive is critical to delivering service quality.
It forms the basis for service quality.
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2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Why service quality?Why service quality?
Because customer satisfaction and customer focus is
critical to competitiveness of firms.
Delivery of service quality involves clear understanding of
companys customers. It becomes very difficult for large organizations in which
managers are not in direct contact with customers.
The sources of customer expectations are marketer-
controlled factors such as pricing, advertising, salespromises as well as others such as competitive offerings.
Word-of-mouth communications, innate needs of
customers.
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PerceivedService
Expected
ServiceCUSTOMER
COMPANY
Customer
Gap
Gap 1
Gap 2
Gap 3
ExternalCommunications
to CustomersGap 4Service
Delivery
Customer-DrivenService Designs and
Standards
Company Perceptionsof ConsumerExpectations
Figure 2.6
Gaps Model of Service QualityFigure 2.6
Gaps Model of Service Quality
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Gaps Model of Service QualityGaps Model of Service Quality
Customer Gap:
difference between customer expectations and perceptions
Provider Gap 1 (The Knowledge Gap):
not knowing what customers expect
Provider Gap 2 (The Service Design & Standards Gap):
not having the right service designs and standards
Provider Gap 3 (The Service Performance Gap):
not delivering to service standards
Provider Gap 4 (The Communication Gap):
not matching performance to promises
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Expected
service
Perceivedservice
Customer Gap
Figure 2.1
The Customer GapFigure 2.1
The Customer Gap
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Provider Gap 1: Not knowing what customers expect
Provider Gap 2: Not selecting the right service designs and standards
Provider Gap 3: Not delivering to service standards
Provider Gap 4: Not matching performance to promises
Customer
Expectations
CustomerPerceptions
Key Factors Leading
to the Customer Gap
Key Factors Leading
to the Customer Gap
Customer
Gap
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Customer Expectations
Company Perceptions of
Customer Expectations
Inadequate marketing research orientationInsufficient marketing researchResearch not focused on service quality
Inadequate use of market research Lack of upward communication
Lack of interaction between management and customersInsufficient communication between contact employees and managersToo many layers between contact personnel and top management
Insufficient relationship focusLack of market segmentationFocus on transactions rather than relationshipsFocus on new customers rather than relationship customers
Inadequate service recoveryLack of encouragement to listen to customer complaintsFailure to make amends when things go wrongNo appropriate recovery mechanisms in place for service failures
NOT KNOWINGWHATCUSTOMERSEXPECT-the knowledge gap
Key Factors Leading to ProviderGap 1NOT KNOWINGWHATCUSTOMERSEXPECT-the knowledge gap
Key Factors Leading to ProviderGap 1
Gap
1
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Customer-Driven Service
Designs and Standards
Management Perceptions of
Customer Expectations
Poor service designUnsystemati new servi e devel ment process
Vague, undefined service designsFailure to connect service design to service positioning Absence of customer-driven standards
Lack of customer-driven service standardsAbsence of process management to focus on customer
requirementsAbsence of formal process for setting service quality goals
Inappropriate physical evidence and servicescapeFailure to develop tangibles in line with customer expectationsServicescape design that does not meet customer and
employee needsInadequate maintenance and updating of the servicescape
NOT SELECTINGTHERIGHT SERVICEDESIGNS AND STANDARDS-gap
Key Factors Leading to ProviderGap 2NOT SELECTINGTHERIGHT SERVICEDESIGNS AND STANDARDS-gap
Key Factors Leading to ProviderGap 2
Gap
2
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2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Service Delivery
Lack e a e se v ces a ke c ca s Tenden to vie ea he te nal co unicationa independentNot includinginte active ma etingin communication planAb enceo stronginternal marketingprogram
Ine ec ve ana e ent ofc stome ex ectationsAbsenceo customere pectation management throughall forms of
communicationLack ofadequateeducation for customers
Ove omisingOverpromisinginadvertisingOverpromisinginpersonal sellingOverpromising throughph sicalevidence cues
Ina e ate horizonta communicationsInsufficient communicationbetween sales andoperationsInsufficient communicationbetweenadvertisingandoperationsDifferences inpolicies andprocedures across branches orunits
Externa Communications to
Customers
NOTMATCHINGPERFORMANCESTOPROMISES- the communicationgap
KeyFactors Leading toProviderGap4NOTMATCHINGPERFORMANCESTOPROMISES- the communicationgap
KeyFactors Leading toProviderGap4
Gap
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