Gap Model
GAP MODEL IN SERVICE MARKETING
Perceived service quality can be defined as, according to the model, the difference between consumers’ expectation and perceptions which eventually depends on the size and the direction of the four gaps concerning the delivery of service quality on the company’s side (Fig. 1; Parasuraman, Zeithaml, Berry, 1985). Customer Gap = f (Gap 1, Gap 2, Gap 3, Gap 4) The magnitude and the direction of each gap will affect the service quality. For instance, Gap 3 will be favourable if the delivery of a service exceeds the standards of service required by the organization, and it will be unfavourable when the specifications of the service delivered are not met.
Fig. 1: The Integrated Gaps Model of Service Quality
(Parasuraman, Zeithaml, Berry 1985)
Gap 3: The difference between specifications or standards of service quality and the actual service delivered to customers.
REASONS FOR GAP 3
Deficiencies of human resource policies
Failure to match supply and demand
Customers not fulfilling roles
Not delivering the service standards
Lack of right type of employees
Lack of empowerment
Lack of training
Failure to predict Insufficient customer education
Gap 3 represents the variation in service design and service delivery. Known as the performance gap, its extent is a function of many variables involved in the provision of service.
Since individuals perform the service, the quality may be affected by such factors as skill level, type of training received, degree of role congruity or conflict, and job fit. Some service providers do not have a high service inclination, despite training.
Service recovery efforts along with extent of responsibility and empowerment also affect the size of this gap. The process is further complicated by the customer’s participation in the service encounter.
A customer may make a special request for a room type different from the one originally reserved, or
Perceived service quality can be defined as, according to the model, the difference between consumers’ expectation and perceptions which eventually depends on the size and the direction of the four gaps concerning the delivery of service quality on the company’s side (Fig. 1; Parasuraman, Zeithaml, Berry, 1985). Customer Gap = f (Gap 1, Gap 2, Gap 3, Gap 4) The magnitude and the direction of each gap will affect the service quality. For instance, Gap 3 will be favourable if the delivery of a service exceeds the standards of service required by the organization, and it will be unfavourable when the specifications of the service delivered are not met.
Fig. 1: The Integrated Gaps Model of Service Quality
(Parasuraman, Zeithaml, Berry 1985)
Gap 3: The difference between specifications or standards of service quality and the actual service delivered to customers.
REASONS FOR GAP 3
Deficiencies of human resource policies
Failure to match supply and demand
Customers not fulfilling roles
Not delivering the service standards
Lack of right type of employees
Lack of empowerment
Lack of training
Failure to predict Insufficient customer education
Gap 3 represents the variation in service design and service delivery. Known as the performance gap, its extent is a function of many variables involved in the provision of service.
Since individuals perform the service, the quality may be affected by such factors as skill level, type of training received, degree of role congruity or conflict, and job fit. Some service providers do not have a high service inclination, despite training.
Service recovery efforts along with extent of responsibility and empowerment also affect the size of this gap. The process is further complicated by the customer’s participation in the service encounter.
A customer may make a special request for a room type different from the one originally reserved, or