The first gap would be between what customers want and what McDonalds thinks about their customers wants in their restaurant. This gap is the results of a misunderstanding or a misrepresentation of the customers’ desires, wants, or even their needs. An organization that does a small or customer satisfaction research is likely to experience in this gap.
The second gap would be between what McDonalds thinks about their customers want and the quality specifications that McDonald’s management develops to provide the service for their customers. Basically, this gap is the result of management’s incapability to translate customers’ needs and wants into the delivery systems within their firm.
The third gap would be between the service quality specification and the services are present in every company. If both gaps 1 and 2 have been closed, then gap 3 is due to the inability of management and employees to do what should be done. Poorly trained or poorly motivated workers can cause this gap. Management needs to make sure that employees have the skills and the proper tools to perform their jobs.
The forth gap would be between what McDonalds provides and what the customers are informed towards the providers. This gap is called communication gap. It may add in the misleading or deceiving advertising campaigns shows potential more than the firm can distribute or do “what it takes” to get the business in McDonalds. McDonalds need to make sensible customer expectations through exact communication about what firms can provide them.
Firth gap would be between the services that customers get and the services they want from McDonalds. This gap can be negative or positive and for an example, if a customer expects to wait only 2 minutes for its order, the customer’s evaluation of service quality will be high. However, a 10 minutes wait would be resulted as the lower evaluation from the customer perspective.