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Gap Analysis

Presentation by Stephen Coppola

Table of Contents
Definition of Gap Analysis
Service Gap Analysis
SERVQUAL
Gaps Model Dimension Model

Real World Gap Analysis


ISO 9001 2000

Definition of Gap Analysis


Formal means to identify and correct gaps between desired levels and actual levels of performance Used by organizations to analyze certain processes of any division of their company
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Service Gap Analysis


Expected level of service vs. Actual level of service provided
SERVQUAL - 5 gaps - 5 dimensions

SERVQUAL
A gap analysis research instrument
created by Parasuraman, Zeithamel, and Berry Introduced in 1988

SERVQUAL Model

SERVQUAL Model Gaps


Gap 1
The difference between actual customer expectations and managements idea or perception of customer expectations
Management Perceptions of Customer Expectations Expected Service

SERVQUAL Model Gaps


Gap 2
Mismatch between managers expectations of service quality and service quality specifications

Service Quality Specifications

Management Perceptions of Customer Expectations

SERVQUAL Model Gaps


Gap 3
Poor delivery of service quality

Service Delivery

Service Quality Specifications


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SERVQUAL Model Gaps


Gap 4
Differences between service delivery and external communication with customer

Service Delivery

External Communications to Customers


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SERVQUAL Model Gaps


Gap 5
Differences between Expected and Perceived Quality

Expected Service

Perceived Service
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Gaps Model

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Gaps Model
There are 22 items which can be rated
i.e. modern looking equipment, prompt service, understanding of needs, etc.

These items are broken up into 5 dimensions:


Tangibles Reliability Responsiveness Assurance Empathy (Items (Items (Items (Items (Items 1-4) 5-9) 10-13) 14-17) 18-22)

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Gaps Model
Perceptions and Expectations are given a rating for certain dimensions
Ratings scale
1 (Strongly Disagree) to 7 (Strongly Agree)

Average expectation rating is then subtracted from the average perception rating

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Gaps Model
High negative rating High positive rating Training needed in certain dimension Dimension is OK, no training needed
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Gaps Model Example


For Example: If a survey was taken which showed the averages for each dimension is as follows:
Dimension Perception Average Average Tangibles 5.4 Reliability 5.6 Responsiveness 3.2 Assurance 6.2 Empathy 2.8 Expectation 2.4 4.6 3.5 3.4 4.2

What dimension should be emphasized?

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Gaps Model Example


Perception Expectation = Difference
Tangibles: Reliability: Responsiveness: Assurance: Empathy: 5.4 5.6 3.2 6.2 2.8 2.4 4.6 3.5 3.4 4.2 = = = = = 3.0 1.0 -0.3 2.8 -1.4

Empathy has the lowest rating therefore it is the dimension where training should be emphasized the most. A focus should also be placed on Responsiveness because of its 17 negative rating.

Applications of Gap Analysis


ISO 9001 2000 Praxiom Research Group Limited Process Approach
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ISO 9001 2000 Gap Analysis Tool


Phase 1: Identify Gaps Phase 2: Fill Gaps

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ISO 9001 2000 Gap Analysis Tool


Identify Gaps: Tool lists the five sets of requirements from the ISO 9001 2000 as questions
Systematic Management Resource Realization Analytical

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ISO 9001 2000 Gap Analysis Tool


Identify Gaps: Three answers are possible for each question:
Yes organization has met one of ISOs requirement No points to a gap N/A question is not applicable to situation

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ISO 9001 2000 Gap Analysis Tool


Identify Gaps: Each time NO is answered, there is a column to help organization identify which processes need to be fixed

22 total processes which can be fixed


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ISO 9001 2000 Gap Analysis Tool


Fill Gaps: Preparation and Implementation of System Development Forms Each of the 22 processes listed in Phase One has a system development form
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ISO 9001 2000 Gap Analysis Tool


Fill Gaps: These system development forms are used to prepare System Development The Gap Analysis questions are turned into action statements These action statements formulate remedial actions which will fill in the gaps
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Plans

ISO 9001 2000 Gap Analysis Tool


Fill Gaps: Once all actions are performed and gaps are filled, the organization will have a

ISO 9001 2000 compliant Quality Management System


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Summary of Gap Analysis


Gaps can be found in any process of an organizations operations Tools like SERVQUAL, TwoDimensional Analysis, and ISO 9001 2000 can all be used to perform gap analysis Gap Analysis is one of the best procedures to help lead a company to not only improve their processes, but recognize which processes are in need of improvement.

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