WTA is a diagnostic tool for management to

evaluate the gaps between the customers and

managers of the service delivery system

However many gaps such as gap btw the

customer and the service personnel and the
internal communication gap between the
management and the service personnel are not
considered in WTA analysis
 CUSTOMER Expected
Service
Gap 5

Perceived
Service
SERVICE FIRM External
Service Delivery Communications
Gap 4 to Customers
Gap 1 Gap 3
Service Designs and
Standards

Gap 2
Company Perceptions of
Consumer Expectations

Source: Parasuraman, A., Zeithaml, V.A. and Berry, L.L., 1985. A conceptual model of service quality and its implications
for future research. the Journal of Marketing, pp.41-50.
 Customer
Expectations

Visitors expected adequate information of exhibits in

newspapers, which were actually considered
GAP unimportant by management

1 Visitors were not interested in self-guided material

but the management thought so

Visitors appreciated multi-dimensional aspects such

as music, management under-estimated these
aspects
Visitors were satisfied with the facilities, whereas the
management perceived that they wouldn’t

Management perceived that customers visited all

exhibits. It wasn’t the case. Customer expectations
were limited to the main exhibits.

Company Perceptions of
Customer Expectations
 Service Designs and
Standards

Identified
Gap: The contact personnel perceived
GAP that customers had high awareness
of the services offered at the
museum, and believed that they
2 were an excellent source of
information to the visitors. This was
not the case in reality
Omitted Gap:
The lack commitment of the personnel
involved in service design is not covered
by the WtA

Management
Perceptions of Customer
Expectations
 Service Designs and
Standards

Possible Omitted Gaps

GAP • Deficiencies in Human Resource Policies
• Ineffective recruitment
3 • Role ambiguity and role conflict
• Poor employee-technology job fit
• Inappropriate evaluation and
compensation systems
• Lack of empowerment, perceived control and
teamwork
• Failure to Match Supply and Demand
• Difficulty controlling quality and consistency

Service Delivery
 Service Delivery

GAP Omitted Gaps

• Lack of information provided to contact
4 personnel about the exhibits
• Possible exaggerated promises made in
advertisements
• Lax/Casual attitude of service personnel

External Communications
to Customers
 Customer
Expectations

Gap 1

Gap 2 Identified by WtA

Gap 5 Partially identified

Gap 3 Totally Omitted

Gap 4

Customer
Perceptions
Conduct extensive market research to identify consumer
perceptions accurately

Conduct ice-breaking sessions between the management and

the employees to bring them on the same page. Follow it up
with brainstorming and focus group meetings.
Improving consumer connect by reaching out to them on
upcoming and unconventional channels such as social media
to help gain a better idea of their perceptions
Installation of visitor tracking systems for real time visitor data