Gaps Model

THE GAP MODEL OF SERVICE QUALITY

Service Quality
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Quality of the service is the degree of conformance of all the relevant features and characteristics of service to all the aspects of the consumers’ needs limited by the price and delivery s/he will accept. Quality can be viewed from two perspectives:

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Internal quality specifications based on conformance to based on customer-perceived

External quality quality Importance Of Quality For Service Marketers
Gain competitive advantage, maintain loyalty Increase value (may permit higher margins) Improve profits

The Gaps Model of Service Quality

Gaps Model of Service Quality
Expected Service
Customer Gap

CUSTOMER

Perceived Service
Service Delivery External Communications to Customers

COMPANY
Gap 3 Gap 1 Gap 2

Gap 4

Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations

Gaps Model of Service Quality
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Customer Gap:  difference between customer expectations and perceptions Provider Gap 1 (The Knowledge Gap):  not knowing what customers expect, want, need 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

Not Knowing What Customers Expect

Gap 1

Customer Expectations

•Inadequate marketing research orientation •Lack of upward communication •Insufficient relationship focus •Inadequate service Company Perceptions of Customer recoveryExpectations

Not Selecting The Right Service Designs And Standards
Customer-Driven Service Designs and Standards

Gap 2

• Poor service design • Absence of customer driven standards • Inappropriate physical evidence and services gap
Management Perceptions of Customer Expectations

Not Delivering To Service Designs And Standards
Customer-Driven