Gap Model in Services Marketing

The GAP MODEL in SERVICES MARKETING

GAP 1

The gap between the customer expected service and company perception of customer expectation.

|Inadequate market research.                                     |Design, conduct and implement appropriate market research.     |
|Poor communication between customers and management and between|Design and implement an upward communications programme.       |
|front line employees and managers.                             |                                                               |
|Lack of, or poor marker segmentation.                           |Build customer relationships through market segmentation       |
|                                                               |techniques and customer retention strategies                   |
|Focus on transactions rather than relationships.               |                                                               |
|                                                               |                                                               |
|Focus on new customers rather than existing customers.         |                                                               |

GAP 2

The gap between company perception of customer expectations and development of customer driven service designs and standards.

|Lack of standardization of Service behavior &|Reengineering                                                                   |
|actions.                                     |                                                                                 |
|                                             |                                                                                 |
|Lack of formal process for setting service   |Establish the Service Encounter sequence                                         |
|quality goals.                               |                                                                                 |
|... [continues]

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