GAPS MODEL

A conceptual tool to identify and correct service quality problems

Model of Service quality

Berry, Parasuraman and Zeithaml (1990) had proposed an excellent model in 1990 to explain problems that could occur in service quality , called the GAP MODEL
The model was further refined later through a landmark research by the same authors in 1993

Key Features of the Model

Identify the Key attributes of service quality from a management and consumer perspective Highlighting the gaps between consumers and service providers with particular reference to perceptions and expectations Understanding methods for closing the gaps

Gaps Model of Service Quality

Customer Gap:

difference between customer expectations and perceptions

Provider Gap 1 (The Knowledge Gap):

not knowing what customers expect

not having the right service designs and standards

Provider Gap 2 (The Service Design / Standards Gap):

Provider Gap 3 (The Service Performance / Delivery Gap):

not delivering to service standards

not matching performance to promises

Provider Gap 4 (The Communication Gap):

Gaps Model of Service Quality

CUSTOMER
Customer Gap

Expected Service

Perceived Service
Service Delivery
External Communications Gap 4 to Customers

COMPANY
Gap 3 Gap 1 Gap 2

Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations

Seven Service Quality Gaps

Customer needs and expectations 1. Knowledge Gap Management definition of these needs 2. Standards Gap Translation into design/delivery specs

CUSTOMER MANAGEMENT

3. Delivery Gap
Execution of design/delivery specs 5. Perceptions Gap Customer perceptions of service execution 7. Service Gap Customer experience relative to expectations 4.

4. Internal Communications Gap Advertising and sales promises 6. Interpretation Gap Customer interpretation of communications

The Customer Gap

Expected service
Customer Gap

Perceived service

Key Factors Leading to the Customer Gap

Customer Expectations

Customer Gap

Provider Gap 1: Not knowing what customers expect Provider Gap 2: Not selecting the right service designs and standards Provider Gap 3: Not delivering to service standards Provider Gap 4: Not matching performance to promises

Customer Perceptions

Key Factors Leading to Provider Customer Expectations Gap 1

Inadequate marketing research orientation

Gap 1

Insufficient marketing research Research not focused on service quality Inadequate use of market research

Lack of upward communication

Lack of interaction between management and customers Insufficient communication between contact employees and managers Too many layers between contact personnel and top management

Insufficient relationship focus

Lack of market segmentation Focus on transactions rather than relationships Focus on new customers rather than relationship customers

Inadequate service recovery

Lack of encouragement to listen to customer complaints Failure to make amends when things go wrong No appropriate recovery mechanisms in place for service failures

Company Perceptions of Customer Expectations

Key Factors Leading to Provider Customer-Driven Service Gap 2 Designs and Standards
Gap 2
Poor service design Unsystematic new service development process Vague, undefined service designs Failure to connect service design to service positioning Absence of customer-driven standards Lack of customer-driven service standards Absence of process management to focus on customer requirements Absence of formal process for setting service quality goals Inappropriate physical evidence and servicescape Failure to develop tangibles in line with customer expectations Servicescape design that does not meet customer and employee needs Inadequate maintenance and updating of the servicescape

Management Perceptions of Customer Expectations

Key Factors Leading to Provider Customer-Driven Service Gap 3 Designs and Standards
Deficiencies in human resource policies

Gap 3

Ineffective recruitment Role ambiguity and role conflict Poor employee-technology job fit Inappropriate evaluation and compensation systems Lack of empowerment, perceived control, and teamwork

Customers who do not fulfill roles

Customers who lack knowledge of their roles and responsibilities Customers who negatively impact each other

Problems with service intermediaries

Channel conflict over objectives and performance Difficulty controlling quality and consistency Tension between empowerment and control

Failure to match supply and demand

Failure to smooth peaks and valleys of demand Inappropriate customer mix Overreliance on price to smooth demand

Service Delivery

Key Factors Leading to Provider Service Delivery Gap 4

Gap 4
Lack of integrated services marketing communications Tendency to view each external communication as independent Not including interactive marketing in communications plan Absence of strong internal marketing program Ineffective management of customer expectations Absence of customer expectation management through all forms of communication Lack of adequate education for customers Overpromising Overpromising in advertising Overpromising in personal selling Overpromising through physical evidence cues Inadequate horizontal communications Insufficient communication between sales and operations Insufficient communication between advertising and operations Differences in policies and procedures across branches or units

External Communications to Customers

Prescriptions for Closing the Seven Service Quality Gaps

1.

2.

3.

4.

Knowledge Gap Learn what the customers expect Standards Gap Establish the right service quality standards Delivery Gap Ensure that service performance meets standards Communication Gap Ensure that delivery matches promises

Prescriptions for Closing the Seven Service Quality Gaps

5.

Perceptions gap: Educate customers to see reality of service quality delivered

Keep customers informed during service delivery and debrief after delivery Provide physical evidence

6.

7.

Interpretation gap: Pretest communications to make sure message is clear and unambiguous Service gap: Close gaps 1 to 6 to meet customer expectations consistently