1. Think about a service you receive.
Is there a gap between your expectations and perceptions of that service?
What do you expect that you do not receive?
I wish my oil change service could be done at my home, or where I work, so that I would not have to drive to a specific location and wait in line.
I wish my bank would ….
I wish my dry cleaning service would pick up clothes from my home and deliver them to my home.

2. Gaps Model of Service Quality
Expected Service
CUSTOMER
Customer
Gap
Perceived
Service
COMPANY
External Communications to Customers
Service
Delivery
Gap 4
Gap 3
Gap 1
Customer-Driven Service Designs and Standards
Gap 2
Company Perceptions of Consumer Expectations

3. The Customer Gap
Expected
service
Customer Gap
Perceived
service

4. Gaps Model of Service Quality
Customer Gap:
difference between customer expectations and perceptions
Provider Gap 1 (The Knowledge Gap):
not knowing what customers expect, want, need
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. Gaps Model of Service Quality
Expected Service
CUSTOMER
Customer
Gap
Perceived
Service
COMPANY
External Communications to Customers
Service
Delivery
Gap 4
Gap 3
Gap 1
Customer-Driven Service Designs and Standards
Gap 2
Company Perceptions of Consumer Expectations

6. Key Factors Leading to the Customer Gap
Customer Expectations
Customer
Perceptions

7. Gaps Model of Service Quality
Expected Service
CUSTOMER
Customer
Gap
Perceived
Service
COMPANY
External Communications to Customers
Service
Delivery
Gap 4
Gap 3
Gap 1
Customer-Driven Service Designs and Standards
Gap 2
Company Perceptions of Consumer Expectations

8. Key Factors Leading to Provider Gap 1 The Knowledge Gap
Customer Expectations
Company Perceptions of Customer Expectations

9. Key Factors Leading to Provider Gap 2 The Service Design & Standards Gap
Company Perceptions of Customer Expectations
Customer-Driven Service Designs and Standards

10. Key Factors Leading to Provider Gap 3 The Service Performance Gap
Customer-Driven Service Designs and Standards
Gap 3
Service Delivery

11. Key Factors Leading to Provider Gap 4 The Communication Gap
Service Delivery
External Communications to Customers

12. Gaps Model of Service Quality
Expected Service
CUSTOMER
Customer
Gap
Perceived
Service
COMPANY
External Communications to Customers
Service
Delivery
Gap 4
Gap 3
Gap 1
Customer-Driven Service Designs and Standards
Gap 2
Company Perceptions of Consumer Expectations