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July 13, 17 2010
Services Marketing
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GAPS MODEL
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Expected
service
Perceivedservice
Customer Gap
The CustomerGapThe CustomerGap
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Gaps Model of Service QualityGaps Model of Service Quality
CustomerGap:
difference between customer expectations and perceptions
ProviderGap 1 (The Knowledge Gap):
not knowing what customers expect
ProviderGap 2 (The Service Design & Standards Gap):
not having the right service designs and standards
ProviderGap 3 (The Service Performance Gap):
not delivering to service standards
ProviderGap 4 (The Communication Gap):
not matching performance to promises
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Provider Gap 1: Not knowing what customers expect
Provider Gap 2: Not selecting the right service designs and
standards
Provider Gap 3: Not delivering to service standards
Provider Gap 4: Not matching performance to promises
Customer
Expectations
CustomerPerceptions
Key Factors Leading
to the CustomerGap
Key Factors Leading
to the CustomerGap
Customer
Gap
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Customer Expectations
Company Perceptions of
Customer Expectations
Inadequate marketing research orientationInsufficient marketing
researchResearch not focused on service quality
Inadequate use of market research Lack of upward
communication
Lack of interaction between management and customersInsufficient
communication between contact employees and managersToo many layers
between contact personnel and top management
Insufficient relationship focusLack of market segmentationFocus
on transactions rather than relationshipsFocus on new customers
rather than relationship customers
Inadequate service recoveryLack of encouragement to listen to
customer complaintsFailure to make amends when things go wrongNo
appropriate recovery mechanisms in place for service failures
Key Factors Leading to ProviderGap 1Key Factors Leading to
ProviderGap 1
Gap
1
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Customer-Driven Service
Designs and Standards
Management Perceptions of
Customer Expectations
Poor service designUnsystemati new servi e devel ment
process
Vague, undefined service designsFailure to connect service
design to service positioning Absence of customer-driven
standards
Lack of customer-driven service standardsAbsence of process
management to focus on customer
requirementsAbsence of formal process for setting service
quality goals
Inappropriate physical evidence and servicescapeFailure to
develop tangibles in line with customer expectationsServicescape
design that does not meet customer and
employee needsInadequate maintenance and updating of the
servicescape
Key Factors Leading to ProviderGap 2Key Factors Leading to
ProviderGap 2
Gap
2
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Service Delivery
Lack e a e se v ces a ke c ca s Tenden to vie ea he te nal co
unicationa independentNot includinginte active ma etingin
communication plan
Ab enceo stronginternal marketingprogram Ine ec ve ana e ent ofc
stome ex ectations
Absenceo customere pectation management throughall forms
ofcommunication
Lack ofadequateeducation for customers Ove omising
OverpromisinginadvertisingOverpromisinginpersonal
sellingOverpromising throughph sicalevidence cues
Ina e ate horizonta communicationsnsufficient
communicationbetween sales andoperationsInsufficient
communicationbetweenadvertisingandoperationsDifferences inpolicies
andprocedures across branches orunits
Externa Communications to
Customers
KeyFactors Leading toProviderGap4KeyFactors Leading
toProviderGap4
Gap
4
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PerceivedService
Expected
ServiceCUSTOMER
COMPANY
Customer
Gap
Gap 1
Gap 2
Gap 3
ExternalCommunications
to CustomersGap 4Service
Delivery
Customer-DrivenService Designs and
Standards
Company Perceptionsof ConsumerExpectations
Gaps Model of Service QualityGaps Model of Service Quality
