Gap model
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The Gaps Model of Service Quality identifies 4 gaps that can lead to unsatisfactory service quality: 1) The customer gap is the difference between customer expectations and perceptions of service. 2) Provider gap 1 occurs when providers do not understand customer expectations. 3) Provider gap 2 happens when the wrong service designs and standards are selected. 4) Provider gap 3 is the failure to meet intended service standards. Provider gap 4 is the disparity between delivered service and what was promised to customers.
Gap model
- 1. Gaps Model of Service Quality Customer gap: Difference between expectations and perceptions Provider gap 1: Not knowing what customers expect Provider gap 2: Not selecting the right service designs and standards Provider gap 3: Not delivering to service standards Provider gap 4: Not matching performance to promises
- 2. Provider Gap 1 CUSTOMER Expected Service GAP 1 Company COMPANY Perceptions of Consumer Expectations
- 3. Provider Gap 2 CUSTOMER COMPANY Customer-Driven Service Designs and Standards GAP 2 Company Perceptions of Consumer Expectations
- 4. Provider Gap 3 CUSTOMER COMPANY Service Delivery GAP 3 Customer-Driven Service Designs and Standards
- 5. Provider Gap 4 CUSTOMER COMPANY Service Delivery External Communications GAP 4 to Customers
- 6. Gaps Model of Service Quality CUSTOMER Expected Service Customer Gap Perceived Service External COMPANY Service Delivery Gap 4 Communications to Customers Gap 1 Gap 3 Customer-Driven Service Designs and Standards Gap 2 Company Perceptions of Consumer Expectations
- 7. Key Factors Leading to the Customer Gap Customer Customer Expectations Gap Provider Gap 1: Not knowing what customers expect Provider Gap 2: Not selecting the right service designs and standards Provider Gap 3: Not delivering to service standards Provider Gap 4: Not matching performance to promises Customer Perceptions
- 8. Key Factors Leading to Provider Gap 1 Customer Expectations GAP Inadequate Marketing Research Orientation 1 Insufficient marketing research Research not focused on service quality Inadequate use of market research Lack of Upward Communication Lack of interaction between management and customers Insufficient communication between contact employees and managers Too many layers between contact personnel and top management Insufficient Relationship Focus Lack of market segmentation Focus on transactions rather than relationships Focus on new customers rather than relationship customers Company Perceptions of Customer Expectations
- 9. Key Factors Leading to Provider Gap 2 Customer-Driven Service Designs and Standards GAP Poor Service Design 2 Unsystematic new service development process Vague, undefined service designs Absence of Customer-Driven Standards Lack of customer-driven service standards Absence of process management to focus on customer requirements Absence of formal process for setting service quality goals Inappropriate Physical Evidence and Servicescape Management Perceptions of Customer Expectations
- 10. Key Factors Leading to Provider Gap 3 Customer-Driven Service Designs and Standards GAP Deficiencies in Human Resource Policies 3 Ineffective recruitment Role ambiguity and role conflict Poor employee-technology job fit Inappropriate evaluation and compensation systems Lack of empowerment, perceived control and teamwork Failure to Match Supply and Demand Failure to smooth peaks and valleys of demand Inappropriate customer mix Over-reliance on price to smooth demand Customers Not Fulfilling Roles Customers lack knowledge of their roles and responsibilities Customers negatively impact each other Problems with Service Intermediaries Channel conflict over objectives and performance Channel conflict over costs and rewards Difficulty controlling quality and consistency Tension between empowerment and control Service Delivery
- 11. Key Factors Leading to Provider Gap 4 Service Delivery GAP Lack of Integrated Services Marketing Communications Tendency to view each external communication as independent 4 Not including interactive marketing in communications plan Absence of strong internal marketing program Ineffective Management of Customer Expectations Not managing customer expectations through all forms of communication Not adequately educating customers Overpromising Overpromising in advertising Overpromising in personal selling Overpromising through physical evidence cues Inadequate Horizontal Communications Insufficient communication between sales and operations Insufficient communication between advertising and operations Differences in policies and procedures across branches or units External Communications to Customers
- 12. Causes Behind Service Switching Pricing • High Price • Price Increases Response to Service Failure • Unfair Pricing • Negative Response • Deceptive Pricing • No Response • Reluctant Response Inconvenience • Location/Hours Competition • Wait for Appointment • Wait for Service Service • Found Better Service Switching Ethical Problems Core Service Failure • Service Mistakes Behavior • • Cheat Hard Sell • Billing Errors • Unsafe • Service Catastrophe • Conflict of Interest Service Encounter Failures Involuntary Switching • Uncaring • Customer Moved • Impolite • Provider Closed • Unresponsive • Unknowledgeable