1. Services Marketing MBA-SEM-III TERM-01-2012 TERM-01-2012 MODULE-02c MODULE-02c

2. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin The Gaps Model of Service Quality  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 The Customer Gap ► The Provider to promises ► Putting It All Together: Closing the Gaps

3. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Expected service Perceived service Customer Gap Figure 2.1 The Customer Gap

4. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Gaps Model of Service Quality ► Customer Gap:  difference between customer expectations and perceptions ► 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. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Customer Expectations Customer Perceptions Key Factors Leading to the Customer Gap Key Factors Leading to the Customer Gap Customer Gap

6. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Customer Expectations Company Perceptions of Customer Expectations Figure 2.2 Key Factors Leading to Provider Gap 1 Gap 1

7. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Customer-Driven Service Designs and Standards Management Perceptions of Customer Expectations Figure 2.3 Key Factors Leading to Provider Gap 2 Gap 2

8. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Service Delivery Customer-Driven Service Designs and Standards Figure 2.4 Key Factors Leading to Provider Gap 3 Gap 3

9. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Service Delivery External Communications to Customers Figure 2.5 Key Factors Leading to Provider Gap 4 Gap 4

10. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Perceived Service Expected Service CUSTOMER COMPANY Customer Gap Gap 1 Gap 2 Gap 3 External Communications to Customers Gap 4 Service Delivery Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Figure 2.6 Gaps Model of Service Quality