Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
Valarie A Zeithaml | Mary Jo Bitner
6E
Dwayne D. Gremler | Ajay Pandit
Integrating Customer Focus Across the Firm
SERVICES MARKETING
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
The Gaps Model of Service Quality
Conceptual Framework
of the Book
22
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
The Customer Gap
The Provider Gaps:
Gap 1 – The Listening Gap
not knowing what customers expect
Gap 2 – The Service Design and Standards Gap
not having the right service designs and standards
Gap 3 – The Service Performance Gap
not delivering to service standards
Gap 4 – The Communication Gap
not matching performance to promises
Putting It All Together: Closing the Gaps
2-3
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
Objectives for Chapter 2:
The Gaps Model of Service Quality
Introduce the framework, called the gaps model of
service quality, used to organize this textbook.
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 Agap, 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.
2-4
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
The Customer Gap
EXPECTED
SERVICE
CUSTOMER GAP
PERCEIVED
SERVICE
Figure 2.1
The Customer Gap
2-5
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
Key Factors Leading to the
Customer Gap
Customer Customer
Gap Expectations
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
Perceptions
2-6
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
Gaps Model of Service Quality
Customer Gap
difference between customer expectations and perceptions
Provider Gap 1 (Listening Gap)
not knowing what customers expect
Provider Gap 2 (Service Design & Standards Gap)
not having the right service designs and standards
Provider Gap 3 (Service Performance Gap)
not delivering to service standards
Provider Gap 4 (Communication Gap)
not matching performance to promises
2-7
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
Provider Gap 1
CUSTOMER
Customer
expectations
Perceived
Service
COMPANY
Gap 1:
The Listening Gap Company
perceptions of
customer
expectations
2-8
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2-9
Key Factors Leading to Provider Gap 1
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
Provider Gap 2
CUSTOMER
COMPANY Customer-driven
service designs and
standards
Gap 2: The Service
Design and Standards
Company
perceptions of Gap
customer
expectations
2-10
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2-11
Key Factors Leading to Provider Gap 2
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
Provider Gap 3
CUSTOMER
COMPANY Service delivery
Gap 3: The
Service
Customer-driven Performance Gap
service designs and
standards
2-12
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2-13
Key Factors Leading to Provider Gap 3
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
Provider Gap 4
CUSTOMER
Gap 4: The Communication Gap
External
COMPANY Service delivery communications to
customers
2-14
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
2-15
Key Factors Leading to Provider Gap 4
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
2-16
Gaps Model of Service Quality
Gap Model of Service Quality
Figure 2.6
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
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?
2-17
Copyright © 2013 by McGraw Hill Education (India) Private Limited. All rights reserved.
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.)
2-18
