Professional Documents
Culture Documents
SERVICES
Gaps Model of Service Quality
CUSTOMER Expected
Service
Customer
Gap
Perceived
Service
External
COMPANY Service Delivery Communications
GAP 4 to Customers
GAP 1 GAP 3
Customer-Driven Service
Designs and Standards
GAP 2
Company Perceptions of
Consumer Expectations
Part 1 Opener
Gaps Model of Service Quality
Customer Gap:
difference between expectations and
perceptions
Provider Gap 1:
not knowing what customers expect
Provider Gap 2:
not having the right service designs and
standards
Provider Gap 3:
not delivering to service standards
Provider Gap 4:
not matching performance to promises
Part 1 Opener
Categories in Consumer Decision-Making and
Evaluation of Services
Information Evaluation of
Search Alternatives
Use of personal sources Evoked set
Perceived risk Emotion and mood
Information Evaluation of
Search Alternatives
Use of personal sources Evoked set
Perceived risk Emotion and mood
Culture
Values and attitudes
Manners and customs
Material culture
Aesthetics
Educational and social
institutions
Desired Service
Zone of
Tolerance
Adequate Service
The Zone of Tolerance
Desired Service
Zone of
Tolerance
Adequate Service
Zones of Tolerance for
Different Service Dimensions
Desired Service
Level
of Zone of
Expectation Desired
Tolerance Desired Service
Service
Adequate Service
Zone
of
Tolerance
Adequate
Adequate Service
Service
Outcome
Process
Recovery Service
Outcome
Process
LOW HIGH
Expectations
Source: Parasuraman, Berry and Zeithaml (1991)
Factors that Influence Desired Service
Enduring Service
Intensifiers
Desired
Service
Personal Needs
Zone
of
Tolerance
Adequate
Service
Factors that Influence Adequate Service
Transitory Service
Intensifiers
Desired
Perceived Service Service
Alternatives
Zone
of
Tolerance
Self-Perceived
Service Role Adequate
Service
Situational
Factors
Factors that Influence
Desired and Predicted Service
Explicit Service
Promises
Implicit Service
Promises
Desired Word-of-Mouth
Service
Zone
Past Experience
of
Tolerance
Adequate Predicted
Service Service