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Gap Analysis

The document describes the SERVQUAL model for analyzing service quality gaps. It outlines 5 dimensions of quality: reliability, responsiveness, assurance, tangibles, and empathy. The SERVQUAL model identifies 5 gaps between expected and actual service quality: 1) customer expectations vs management perceptions, 2) management perceptions vs service quality specifications, 3) specifications vs service delivery, 4) delivery vs external communications, and 5) expected vs perceived service quality. The model was created by Parasuraman, Zeithamel, and Berry to measure service quality.

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4K views16 pages

Gap Analysis

The document describes the SERVQUAL model for analyzing service quality gaps. It outlines 5 dimensions of quality: reliability, responsiveness, assurance, tangibles, and empathy. The SERVQUAL model identifies 5 gaps between expected and actual service quality: 1) customer expectations vs management perceptions, 2) management perceptions vs service quality specifications, 3) specifications vs service delivery, 4) delivery vs external communications, and 5) expected vs perceived service quality. The model was created by Parasuraman, Zeithamel, and Berry to measure service quality.

Uploaded by

Heavy Gunner
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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QUALITY GAPS MODEL

5 dimensions of quality:

Reliability

Responsiveness
Assurance

Tangibles Empathy
Definition of Gap
Analysis

• Formal means to identify and correct


gaps between desired levels and
actual levels of performance

• Used by organizations to analyze


certain processes of any division of
their company

3
Service Gap Analysis
• Expected level of service vs.
Actual level of
service provided

• SERVQUAL
- 5 gaps
- 5 dimensions

4
SERVQUAL

• A gap analysis research


instrument
– created by Parasuraman,
Zeithamel, and Berry
– Introduced in 1988

5
SERVQUAL Model

6
SERVQUAL Model Gaps
• Gap 1
– The difference between actual
customer expectations and
management’s idea or perception
of customer expectations

M a na ge m e nt E x p e c te d
P e r c e p t io n s S e r v ic e
o f C u s to m e r
E x p e c t a t io n s
7
Gap 1
Customer Expectations
(Expected Service)

1. Lack of Market Research


Orientation;
2. Inadequate upward
communication;
3. Too many levels of
management

Managements Perception
of Customer Expectations
SERVQUAL Model Gaps
• Gap 2
– Mismatch between manager’s
expectations of service quality and
service quality specifications

S e r v ic e M an ag em en t
Q u a lit y P e r c e p t io n s
S p e c ific a t io n s o f C u s to m e r
E x p e c t a t io n s
8
Gap 2

Management Perceptions of
Customer Expectations

1. Inadequate management
commitment to Service Quality
2. Perception of infeasibility
3. Absence of goal setting

Service Quality Specifications


SERVQUAL Model Gaps
• Gap 3
– Poor delivery of service quality

S e r v ic e S e r v ic e
D e liv e r y Q u a lit y
S p e c ific a t io n s
9
Gap 3

Service Quality Specifications

1. Role ambiguity
2. Role conflict
3. Poor technology
4. Lack of team work
5. Poor employee – job fit

Service Delivery
SERVQUAL Model Gaps
• Gap 4
– Differences between service
delivery and external
communication with customer

S e r v ic e E x te rn a l
D e liv e r y C o m m u n ic a t io n s
to C u s to m e rs
10
Gap 4

Service Delivery

1. Propensity to over-
promise
2. Inadequate horizontal
communication

External
Communications
to Customers
SERVQUAL Model Gaps
• Gap 5
– Differences between Expected and
Perceived Quality

E x p e c te d P e r c e iv e d
S e r v ic e S e r v ic e
11
Gaps Model

12

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