Perception Gap Model: Berry And Parasuraman

The possible problems are that should any gaps arise between the elements, in the long run, they could lead to unfavourable consequences in the organisation. To determine the possibility of such problems, a perception gap would be looked at. Berry and Parasuraman (1991), developed a GAP model and demonstrated that a customer who visits an organisation expecting to get certain quality of service basing on previous dealings or because of advertising may be disappointed by the outcome. This was said to arise due to gaps caused by a number of reasons that include non- communication of vision and strategy, ignoring needs of customers, failure to follow instructions or even errors in communicating with the customers.

The same principles were used
This can arise in cases when the company lacks a system of communicating information about its brand values to employees or improper communication tools are used for conveying this information to employees. The second reason could be the failure by the organisation to communicate the information on brand values to the stakeholders as a result of poor external communication strategy. There could also be contradictions in the messages conveyed through advertising or through personal
The public’s image of the organisation is largely a result of user’s product/service experience which should be supported by an effective communication system. The personality of the organisation has to be captured completely and authentically. Communication can include anything even from the way telephones are answered, product names, ethics, anniversaries and behaviour during certain events. For example, Apple, identity is reflected in its products, press releases, its people and of course in the famous iconic logo. Hewlett Packard built its corporate identity around the work “invent” (Hewlett Packard: 2014) while 3M tied its identity to