Service Quality Gaps Model
History of the Gaps Model
The gaps model of service quality was first developed by a group of authors at Texas A&M and North Carolina Universities, in 1985.
Based on exploratory studies of service such as executive interviews and focus groups in four different service businesses, the authors proposed a conceptual model of service quality indicating that consumers’ perception toward a service quality depends on the gaps existing in organization – consumer environments.
Theory of the Gaps Model
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
GAPS Model
Gap 1: Market Research Gap – gap between consumer expectation and management perception
Arises when the management or service provider does not correctly perceive the customers’ wants and needs
Insufficient marketing research
Lack of upward communication
Conduct a more systematic market research
Foster better communication between employees and its frontline employees
Reduce the number of levels of management that distance the customer
Gap 2: Design Gap – gap between management perception and service quality specification
Management unable to formulate target level of service to meet customer expectations and translate them to specifications (Here the management might correctly perceive what the customer wants, but may not set a performance standard)
Absence of formal process for setting service quality goals Inadequate standardization of tasks
Setting goals and standardizing service delivery tasks can close the gap
Make a blueprint of the service and standardize as many components of it as possible
Institute a formal, ongoing process for setting service specifications
Gap 3: Conformance Gap - Gap between service quality specification and service delivery
This gap may arise owing to the service personnel; Actual delivery of service cannot meet the
The gaps model of service quality was first developed by a group of authors at Texas A&M and North Carolina Universities, in 1985.
Based on exploratory studies of service such as executive interviews and focus groups in four different service businesses, the authors proposed a conceptual model of service quality indicating that consumers’ perception toward a service quality depends on the gaps existing in organization – consumer environments.
Theory of the Gaps Model
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
GAPS Model
Gap 1: Market Research Gap – gap between consumer expectation and management perception
Arises when the management or service provider does not correctly perceive the customers’ wants and needs
Insufficient marketing research
Lack of upward communication
Conduct a more systematic market research
Foster better communication between employees and its frontline employees
Reduce the number of levels of management that distance the customer
Gap 2: Design Gap – gap between management perception and service quality specification
Management unable to formulate target level of service to meet customer expectations and translate them to specifications (Here the management might correctly perceive what the customer wants, but may not set a performance standard)
Absence of formal process for setting service quality goals Inadequate standardization of tasks
Setting goals and standardizing service delivery tasks can close the gap
Make a blueprint of the service and standardize as many components of it as possible
Institute a formal, ongoing process for setting service specifications
Gap 3: Conformance Gap - Gap between service quality specification and service delivery
This gap may arise owing to the service personnel; Actual delivery of service cannot meet the