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. | |
|