gapsmodelofservice quality anamika

8/7/2019 GapsModelofService Quality anamika

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� Introduce a framework, called the gapsmodel of service quality.

�Demonstrate that the most critical

service quality gap to close is thecustomer gap, the difference betweencustomer expectations and perceptions.

�Show that four gaps that occur in

companies, which we call provider gaps,are responsible for the customer gap.

� Identify the factors responsible for eachof the four provider gaps.



�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 PerformanceGap):� not delivering to service standards

� Provider Gap 4 (The Communication Gap):� not matching performance to promises



Expectedservice

Perceivedservice

Customer Gap



Pr ov der Gap 1: Not knowing what customers expect

Pr ov der Gap 2: Not selecting the right service designs and standards

Pr ov der Gap 3: Not delivering to service standards

Pr ov der Gap 4: Not matching performance to promises

Customer

Expectations

Customer Perceptions

Customer

Gap



Customer Expectations

Company Perceptions of Customer Expectations

Inadequate marketing research orientation Insufficient marketing researchResearch not focused on service qualityInadequate use of market research

L

ack of upward communicationLack of interaction between management and customersInsufficient communication between contact employees and managersToo many layers between contact personnel and top management

Insufficient relationship focus Lack 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

Key Factors Leading to Provider Gap 1Key Factors Leading to Provider Gap 1

Gap

1



Service Delivery

Customer-Driven Service

Designs and Standards

Deficiencies in human resource policiesIneffecti e recruitmentRole ambi uity and role conf lictInappropr iate evaluation and compensation systems

ack of empowerment, perceived control, and teamwork Customers who do not fulfill roles

Customers who lack knowledge of their roles and responsibilitiesCustomers who negatively impact each other

Problems with service intermediariesChannel conf lict over objectives and performanceDiff iculty controlling quality and consistencyTension between empowerment and control

Failure to match supply and demandFailure to smooth peaks and valleys of demand

Gap

3



Service Delivery

Lack i r ated ervices ar keti communications Tendency to view each external co unication as independent

sence of str ong internal arketing pr ogram Ineffective management of customer expectations

Absence of customer expectation management thr ough all forms of communication ack of adequate education for customers

Over pr omising Overpr omising in adver tising Overpr omising in personal selling Overpr omising thr ough physical evidence cues

Inadequate or izontal communications Insufficient communication between sales and operations

Insufficient communication between adver tising and operations Diff erences in policies and pr ocedures acr oss branches or units

Exter nal Communications to

Customer s

Gap

4



Perceived

Service

Expected

ServiceCUSTOMER

COMPANY

Customer

Gap

Gap 1

Gap 2

Gap 3

ExternalCommunications

to CustomersGap 4

Service

Delivery

Customer-DrivenService Designs and

Standards

Company Perceptionsof Consumer Expectations



THANKYOU

gapsmodelofservice quality anamika

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