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Gap Model

Gap analysis is used to determine the differences between customer expectations of a service and their perceptions of the service received. SERVQUAL is a commonly used survey instrument that measures service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The gaps model identifies five potential gaps between customer expectations and perceptions: Gap 1 between customer expectations and company perceptions, Gap 2 between company perceptions and service quality standards, Gap 3 between standards and service delivery, Gap 4 between delivery and external communications, and the overall Customer Gap between expectations and perceptions. Closing the four provider gaps can help reduce the Customer Gap.

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Rudrakshi Razdan
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178 views19 pages

Gap Model

Gap analysis is used to determine the differences between customer expectations of a service and their perceptions of the service received. SERVQUAL is a commonly used survey instrument that measures service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The gaps model identifies five potential gaps between customer expectations and perceptions: Gap 1 between customer expectations and company perceptions, Gap 2 between company perceptions and service quality standards, Gap 3 between standards and service delivery, Gap 4 between delivery and external communications, and the overall Customer Gap between expectations and perceptions. Closing the four provider gaps can help reduce the Customer Gap.

Uploaded by

Rudrakshi Razdan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Gap Analysis

What Is Gap Analysis?


Gap analysis is a survey instrument used to determine the gaps
between a service offered and a customers expectations.

SERVQUAL Expectations Survey & Perceptions Survey

Developed byParasurman,Zeithamel, and Berry to assess services


quality.

SERVQUAL instruments are a series of questions that deal with tangibles,


reliability, responsiveness, assurance, and empathy

Tangibles- physical facilities, equipment, staff appearance, etc.


Reliability- ability to perform service dependably and accurately.
Responsiveness- willingness to help and respond to customer
need.

Assurance- ability of staff to inspire confidence and trust.


Empathy- the extent to which caring individualized service is
given.

SERVQUAL

Gap 1 Tangibles-difference between actual customer expectations, and what management perceives to be customer

Gap 2 Reliability-difference in managers expectations of service quality, and the actual service quality specifications.

Gap 3 Responsiveness-Delivery of perfect services is not guaranteed, even if service specifications are defined, due to

Gap 4 Assurance-differences between services delivery and the external communications with the customer.

Gap 5 Empathy-differences in expected service and perceived service.

expectations.

lack of training, preparations, and training.

GAPS MODEL OF SERVICE QUALITY


Zeithaml,BitnerandGremler

Gaps Model of Service Quality

CustomerGap:differencebetween customer expectations andperceptions

Provider Gap 1(The Knowledge Gap):

Provider Gap 2(The Service Design & Standards Gap):

not having the right service designs and standards

Provider Gap 3(The Service Performance Gap):

not knowing what customersexpect

not delivering to service standards

Provider Gap 4(The Communication Gap):

not matching performance to promises

The Customer Gap

Expected
service

Customer Gap

Perceived
service

Provider Gap 1

CUSTOMER
Expected Service

GAP 1

Company Perceptions of
COMPANY

Consumer Expectations

Provider Gap 2
CUSTOMER

COMPANY

Customer-Driven
Service Designs and Standards

GAP 2
Company Perceptions of
Consumer Expectations

Provider Gap 3
CUSTOMER

Service Delivery

COMPANY
GAP 3

Customer-Driven
Service Designs and Standards

Provider Gap 4
CUSTOMER

COMPANY

External Communications to

Service Delivery

Customers

GAP 4

Gaps Model of Service Quality

Expected Service
CUSTOMER
Customer
Gap

Perceived
Service

COMPANY

External Communications to

Service
Delivery

GAP 1

GAP 3
Customer-Driven Service Designs and
Standards

GAP 2
Company Perceptions of Consumer
Expectations

Customers

GAP 4

The Gaps Model

The key to closing the Customer Gap is to close all Provider Gaps 1- 4

Key Factors Leading to the Customer Gap

Customer Expectations
Customer
Gap

Customer
Perceptions

Key Factors Leading to Provider Gap 1


Customer Expectations

Gap
1

CompanyPerceptions of CustomerExpectations

Key Factors Leading to Provider Gap 2


Customer-Driven Service Designs and Standards

Gap
2

Management Perceptions of Customer Expectations

Key Factors Leading to Provider Gap 3


Customer-Driven Service Designs and Standards

Gap
3

ServiceDelivery

Key Factors Leading to Provider Gap 4


ServiceDelivery

Gap
4

ExternalCommunications to Customers

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