Service Marketing: Gap model analysis of a bank

1. THE GAPS MODEL OF
BANKING SERVICE QUALITY
By:
Anthony Rueben
Rahul
Shridhar Batt
Smitha
Zaheer Sayyed

2. GAPS MODEL OF BANKING SERVICE
QUALITY
Perceived
Service
Expected
Service
CUSTOMER
COMPANY
Customer
Gap
Gap 1
Gap 2
Gap 3
External
Communications
to CustomersGap 4
Service
Delivery
Customer-Driven
Service Designs and
Standards
Company Perceptions
of Consumer
Expectations

3. UNDERSTANDING CUSTOMER
REQUIREMENT

4. PROVIDER GAP 1
Company
Perceptions of
Consumer
Expectations
Expected
Service
 No waiting
 Waiting time 5 min.

6. Company
Perceptions of
Consumer
Expectations
 Waiting time 5 min.
Waiting time 10 min.
Service
Specification/
Standard

7. Delivering and Performing
Service

8. Service
Specification/
Standard
 Waiting time 20 min.
Service
Delivery
 Waiting time 10 min.

9. COMMUNICATION GAP

10. Service
Delivery
 Waiting time 20 min.
External
Communications
to Customers
Multiple fast moving counters to avoid
waiting period or delay for customers.

12. CUSTOMER GAP
Perceived
Service
Expected
Service
 No waiting
Waiting time 20 min.

13. THANK YOU!