Gaps model of Service Quality
Gaps model of Service Quality
The success of 7-eleven
The Gaps model of service quality was first developed by Parasuraman, Berry and Zeithaml in 1985 and more recently described in Zeithml and Bitner in 2003. The model identifies four spectfic gaps leading to a fifth overall gap between customers’ expectations and perceived service.
Knowledge gap
The first gap may occur when management identify the customer’s expectation inaccurately. When the customer expectation has difference with the management perception like manager get inaccurately information from market research and demand analyses; manager fails to interpreted information accurately; doing non-existent demand analysis ; getting bad or non-existent upward information from the firm’s interface with its customers to management. Also the size of the gaps effects the service quality as the extent of upward communication; the number of layers of management; the size of the organization; and the most importantly , the extent of marketing research to identify customer expectations.
The Design Gap
This gap occurs when the service quality design specification not match up to the management’s perceptions of the quality expectation of customer. The top management may lack of concern about the service quality, so the problems may hide from the start with poor or bad management of planning; insufficient support for service planning. Meanwhile, the planning process contains problems also: the planning mistake or insufficient planning procedure, lack of clear goal-setting for the organization.
Performance Gap
The gaps explains that the variation in the service design specifications and the performance in service production and delivery process. Three categories of reasons be summarized: management and supervision, employee perception of specification and rules or customer needs and wishes, and lack of technological/ operational support. Its extent is a function of variables in specifications are too complicated or
The success of 7-eleven
The Gaps model of service quality was first developed by Parasuraman, Berry and Zeithaml in 1985 and more recently described in Zeithml and Bitner in 2003. The model identifies four spectfic gaps leading to a fifth overall gap between customers’ expectations and perceived service.
Knowledge gap
The first gap may occur when management identify the customer’s expectation inaccurately. When the customer expectation has difference with the management perception like manager get inaccurately information from market research and demand analyses; manager fails to interpreted information accurately; doing non-existent demand analysis ; getting bad or non-existent upward information from the firm’s interface with its customers to management. Also the size of the gaps effects the service quality as the extent of upward communication; the number of layers of management; the size of the organization; and the most importantly , the extent of marketing research to identify customer expectations.
The Design Gap
This gap occurs when the service quality design specification not match up to the management’s perceptions of the quality expectation of customer. The top management may lack of concern about the service quality, so the problems may hide from the start with poor or bad management of planning; insufficient support for service planning. Meanwhile, the planning process contains problems also: the planning mistake or insufficient planning procedure, lack of clear goal-setting for the organization.
Performance Gap
The gaps explains that the variation in the service design specifications and the performance in service production and delivery process. Three categories of reasons be summarized: management and supervision, employee perception of specification and rules or customer needs and wishes, and lack of technological/ operational support. Its extent is a function of variables in specifications are too complicated or