1. Focus on the Customer
Gap Analysis

2. The Gaps Model of Service Quality developed by Parasuraman, Zeithaml, and Berry
The Customer Gap
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

3. The Gaps Model of Service Quality
The gaps model is a useful framework for understanding service quality in an organization.
The most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions.
Four gaps that occur in companies, which are called provider gaps, and are responsible for the customer gap.
There are factors that are responsible for each of the four provider gaps.

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

5. The Customer Gap
Expected
Service
GAP
Perceived
Service

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

7. Provider Gap 1 Knowledge Gap not knowing what customers expect
Expected Service
Perceived Service
COMPANY
Gap 1:
The Listening Gap
Company Perceptions of Consumer Expectations

8. Key Factors Leading to Provider Gap 1

9. Provider Gap 2 Service Design & Standards Gap not having the right service designs and standards
CUSTOMER
COMPANY
Customer-Driven
Service Designs and Standards
Gap 2: The Design and Standards Gap
Company Perceptions of Consumer Expectations

10. Key Factors Leading to Provider Gap 2

11. Provider Gap 3 Service Performance Gap not delivering to service standards
CUSTOMER
Service Delivery
COMPANY
Gap 3: The Performance Gap
Customer-Driven
Service Designs and Standards

12. Key Factors Leading to Provider Gap 3

13. Provider Gap 4 Communication Gap not matching performance to promises
CUSTOMER
Gap 4: The Communication Gap
External Communications to Customers
COMPANY
Service Delivery

14. Key Factors Leading to Provider Gap 4

15. Gaps Model of Service Quality

16. 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?

17. 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.)

18. Gaps Result in….. Poor quality Negative word of mouth
Dissatisfied customers
Unhappy employees
Loss of business and profits

19. Expected service of good standard with
Hunger
Pleasant meal at
similar restaurant
New restaurant
is recommended
Expected service of good standard with
particular emphasis on relaxing environment. 1
Management assumes that customers
require speed of service, 2
Management sets unachievable target that
all food will be delivered in 3 minutes 5 3
Cold food delivered after 10 minutes 4
Advertising and publicity imply top
quality food and service
General perception of poor food and
and quality of service

20. How to Avoid Gaps Understand Consumer Needs
Marketing research
Open communication with employees
Service Quality Specifications
Service Goals
Management commitment to service quality
Employee Performance
Employee training
Evaluation and compensation systems
Manage Service Expectations
Advertising
Good Internal communication

21. Questions to Ask Employees
What is the biggest problem you face in trying to deliver quality service day in and day out?
If you were president and could make only one change to improve service quality here, what change would you make?