The Gaps Model of Service Quality

1
The Gaps Model of Service Quality
Chapter
2

• The Customer Gap
• The Provider Gaps
• Gap 1 not knowing what customers expect
• Gap 2 not having the right service designs and
  standards
• Gap 3 not delivering to service standards
• Gap 4 not matching performance to promises
• Putting It All Together Closing the Gaps

2
Figure 2.6Gaps Model of Service Quality
Expected Service
CUSTOMER
Customer Gap
Perceived Service
External Communications to Customers
COMPANY
Service Delivery
Gap 4
Gap 3
Customer-Driven Service Designs and Standards
Gap 1
Gap 2
Company Perceptions of Consumer Expectations
3
Figure 2.1The Customer Gap
Expected service
Q Why is the idea of a gap a good metaphor? What
does the gap represent??
Customer Gap
Perceived service
4
Gaps Model of Service Quality

• Customer Gap difference between customer
  expectations and perceptions. To close this
  all-important gap, the model suggests we must
  close the 4 provider gaps . . .
• Provider Gap 1 (The Knowledge Gap)
• not knowing what customers expect
• Provider Gap 2 (The Service Design Standards
  Gap)
• not having the right service designs and
  standards
• Provider Gap 3 (The Service Performance Gap)
• not delivering to service standards
• Provider Gap 4 (The Communication Gap)
• not matching performance to promises

5
Key Factors Leadingto the Customer Gap
Customer Expectations
Customer Perceptions
6
Figure 2.2 Key Factors Leading to Provider Gap 1
Customer Expectations
Company Perceptions of Customer Expectations
7
Figure 2.3Key Factors Leading to Provider Gap 2
Customer-Driven Service Designs and Standards
Management Perceptions of Customer Expectations
8
Figure 2.4Key Factors Leading to Provider Gap 3
Customer-Driven Service Designs and Standards
Service Delivery
9
Figure 2.5Key Factors Leading to Provider Gap 4
Service Delivery
External Communications to Customers
10
Figure 2.6Gaps Model of Service Quality
Expected Service
CUSTOMER
Customer Gap
Perceived Service
External Communications to Customers
COMPANY
Service Delivery
Gap 4
Gap 3
Customer-Driven Service Designs and Standards
Gap 1
Gap 2
Company Perceptions of Consumer Expectations