The Gaps Model of Service Quality

1. The Gaps Model of Service Quality Chapter 2

2. Objectives for Chapter 2:The Gaps Model of Service Quality • Introduce a framework, called the gaps model of service quality. • 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.

3. The Customer Gap Figure 2.1

4. Discussion Question 1 - pg. 42 #5

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

6. Key Factors Leading to Gap 1 Inadequate marketing research orientation Lack of upward communication Insufficient relationship focus Inadequate service recovery

7. Key Factors Leading to Gap 2 Poor service design Absence of customer-driven standards Inappropriate physical evidence and servicescape

8. Key Factors Leading to Gap 3 • Deficiencies in human resource policies • Customers who do not fulfill roles • Problems with service intermediaries • Failure to match supply and demand

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

10. Key Factors Leading to Gap 4 • Lack of integrated services marketing communications • Over promising • Ineffective management of customer expectations • Inadequate horizontal communications

11. Gaps Model of Service Quality Figure 2.6

12. Discussion Question 2 – pg. 42 #5