Gaps Model
THE GAP MODEL OF SERVICE QUALITY
Service Quality
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:
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
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
Service Quality
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:
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
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