The Gap Model in Service

Satisfactory Essays


Quality of the service is the degree of conformance of all the relevant features and characteristics of service to all the aspects of the consumers’ needs limited by the price and delivery s/he will accept. Quality can be viewed from two perspectives:



Internal quality based on conformance to specifications External quality based on customer-perceived quality

Gain competitive advantage, maintain loyalty Increase value (may permit higher margins) Improve profits

Expected Service

CUSTOMER
Customer Gap

Perceived Service
Service Delivery External Communications to Customers

COMPANY
Gap 3 Gap 1

Gap 4

Customer-Driven Service Designs and Standards

Gap 2
Company Perceptions of Consumer Expectations

Customer Expectations

Gap 1

•Inadequate marketing research orientation •Lack of upward communication •Insufficient relationship focus •Inadequate service recovery
Company Perceptions of Customer Expectations

Customer-Driven Service Designs and Standards

Gap 2

• Poor service design • Absence of customer-driven standards • Inappropriate physical evidence and services gap
Management Perceptions of Customer Expectations

Customer-Driven Service Designs and Standards

Gap 3

•Deficiencies in human resource policies •Customers who do not fulfill roles •Problems with service intermediaries • Failure to match supply and demand
Service Delivery

Service Delivery

Gap 4

•Lack of integrated services marketing communications. •Ineffective management of customer expectations. •Overpromising. •Inadequate horizontal communications.
External Communications to Customers

Expected Service

CUSTOMER
Customer Gap

COMPANY

Perceived Service
Service Delivery External Communications to Customers

Gap 1

Gap 4

Gap 3
Customer-Driven Service Designs and Standards

Gap 2
Company Perceptions of Consumer Expectations

The central focus of the gaps model is the customer gap, the difference between

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