The Gaps Model of Service Quality

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Presentation transcript:

The Gaps Model of Service Quality Chapter 2 The Gaps Model of Service Quality The Customer Gap – Gap 5 The Provider Gaps: Gap 1 – The Listening Gap not knowing what customers expect Gap 2 – The Design and Standards Gap not having the right service designs and standards Gap 3 – The Performance Gap not delivering to service standards Gap 4 – The Communication Gap not matching performance to promises Putting It All Together: Closing the Gaps McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Objectives for Chapter 2: The Gaps Model of Service Quality Introduce a framework, called the gaps model of service quality, which is used to organize this textbook. Demonstrate that the gaps model is a useful framework for understanding service quality in an organization. Demonstrate that the most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions. Show that four gaps that occur in companies, which we call provider gaps, are responsible for the customer gap. Identify the factors responsible for each of the four provider gaps.

The Customer Gap Gap 5

Key Factors Leading to the Customer Gap Customer Expectations Customer Perceptions

Gaps Model of Service Quality Customer Gap 5: difference between customer expectations and perceptions Provider Gap 1 (Knowledge Gap): not knowing what customers expect Provider Gap 2 (Service Design & Standards Gap): not having the right service designs and standards Provider Gap 3 (Service Performance Gap): not delivering to service standards Provider Gap 4 (Communication Gap): not matching performance to promises

Company Perceptions of Consumer Expectations Provider Gap 1 CUSTOMER Expected Service Perceived Service COMPANY Gap 1: The Listening Gap Company Perceptions of Consumer Expectations

Key Factors Leading to Provider Gap 1

Provider Gap 2 CUSTOMER COMPANY Customer-Driven Service Designs and Standards Gap 2: The Design and Standards Gap Company Perceptions of Consumer Expectations

Key Factors Leading to Provider Gap 2

Service Designs and Standards Provider Gap 3 CUSTOMER Service Delivery COMPANY Gap 3: The Performance Gap Customer-Driven Service Designs and Standards

Key Factors Leading to Provider Gap 3

Gap 4: The Communication Gap External Communications to Customers Provider Gap 4 CUSTOMER Gap 4: The Communication Gap External Communications to Customers COMPANY Service Delivery

Key Factors Leading to Provider Gap 4

Gaps Model of Service Quality 5 Gap 4 Gap 3 Gap 1 Gap 2

Ways to Use Gap Analysis Overall Strategic Assessment: How are we doing overall in meeting or exceeding customer expectations? How are we doing overall in closing the four company gaps? Which gaps represent our strengths and where are our weaknesses?

Ways to Use Gap Analysis Specific Service Implementation Who is the customer? What is the service? Are we consistently meeting/exceeding customer expectations with this service? If not, where are the gaps and what changes are needed? (Examine gaps 1-4 for this particular service.)