GAP Model of Service Quality of Domino's Pizza (Identified gaps ways to reduce the gaps)

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The “GAP” model of service quality was given by Parasuraman et al, V.A. Zeithaml et. al
and Leonard L.Berry. The model explains an integrated view of the consumer-company
relationship.
It is also an extension of the Gronroos model and talks about the perception gap.
The model is essentially based on service quality delivery gaps or deficiencies within the
organization that prevent the delivery of high-quality service to customers.
The GAP Model of Service Quality helps the company to understand the Customer Satisfaction.
In-Service Industry, the GAP Model is widely used to understand the various deviations that are
occurring in the process of service delivery to potential customers.
GAP Model creates a roadmap for the overall service delivery process and identifies the gap
between the processes so that the complete model works efficiently and effectively. This helps the
service providers to map the inefficiency that is occurring in the service delivery process.
If the first gaps are great, the task of bridging the subsequent gaps becomes greater, and indeed it
could be said that in such circumstance’s quality service can only be achieved by good luck rather
than good management.
The GAP analysis helps in closing the gap. According to the GAP Model a consumer`s quality
perceptions about a service is influenced by five distinct gaps occurring in the service delivery and
the organization.
Gap 1 – It is the difference between customer expectations and organization`s understanding
of those expectations. This gap arises when the company/management does not correctly perceive
what the customers want.
Gap 2 – It is the difference between organization`s understanding of customer expectations
and development of customer driven quality standards. Here the management might correctly
perceive what the customer wants but may not set an appropriate performance standard.

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Gap 3 – It is the difference between the developed standards and the actual service provided
by the organization. This gap may arise owing to the service personnel. The reasons being poor
training, incapability or unwillingness to meet the set service standard.
Gap 4 – It is the difference between the service delivered to customers and the external
communications made about the service. Consumer expectations are highly influenced by
statements made by company representatives and advertisements. There are numerous factors
which influence the customer. This gap arises when these assumed expectations are not fulfilled
at the time of delivery of the service.
Gap 5 – It is the difference between the expected service and the perceived service. This is the
gap between what customers expect from the service and what they think they have received. This
gap arises when the consumer misinterprets the service quality. This may happen due to customer’s
own bias or prejudice.

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Reasons for GAP 1
• Inadequate market research
• Lack of upward communication in the Organization
• Insufficient focus on customer relationships
• Not knowing what customer expects
• Inadequate service recovery
Reasons for GAP 2
• Poor service design
• Absence of customer driven standards
• Lack of management commitment to satisfy the customer
• Lack of intangible evidence
Reasons for GAP 3
• Human resource problem
• Failure to match Market demand and Market supply
• Customers are unaware of their roles and responsibilities
• Service intermediaries problems
Reasons for GAP 4
• Lack of integrated service marketing communications
• Ineffective management of customer expectations by managers
• Over promising by the organization
• Inadequate horizontal communication within the organization
Reason for GAP 5
The extent of this gap depends upon the quantum of the first four gaps.

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CASE STUDY OF DOMINO’S PIZZA
GAPS OBSERVED
GAP 1:
While the management of Domino’s Pizza perceives that the consumers need affordable & better
quality food, but the consumers might be inclined towards better ambience, (Like, light, music) or
work floor area.
GAP 2:
The “fast” service provided by Domino’s Pizza goes very well with its customer perceptions. Here
the negotiation has perceived well what the customer wants but, the main area where at lacks is
that it has not specified its customer “how to serve “or” what quality to be served”.
GAP 3:
The delivery personnel in Domino’s Pizza are mainly fresh graduates or high school passouts in
many without a personal degree in “hotel management”. If the other person visiting excepts it to
be like an upscale recognize restaurant, he may get slightly disappointed. These pizza outlets have
very specific standards of the food communicated but the restaurant staff may not be given proper
instruction as to how to follow these standards. if the waiter/server is not courteous and hospitable,
the customer may become unhappywith the entire service experience even if the food served
complies with his quality standards
GAP 4: In case of Dominos’ Pizza, a customer visiting the store expects good and comfortable
chairs/ sitting areas, good washrooms, good quality of cheese, large sitting capacity etc. However,
many expectations of the customers are not met. Also, non-veg food lovers want more variety of
non-veg pizzas. Though they have introduced a few chicken items but there has not been any
considerable change in their menu in relation to non-veg pizzas.

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RECOMMENDATIONS
➢ There is no doubt that Domino's Pizza has many outlets in every city, even in the small
towns but the outlets lack space and are little congested.
➢ Domino's Pizza excels in quick service delivery at outlets and less than 30 minutes home
delivery but it lacks in variety in its menu and has not been able to it upgrade properly with
time.
➢ It is the first choice when a consumer wants to have an affordable pizza with low cost. But
it lacks in unmatched quality and variety when compared with its biggest competitor Pizza
Hut.
➢ Domino's Pizza is good at giving special discounts and offers to Customers but there are
no special options for organizing birthday parties or conducting corporate lunch.
➢ Fast food industry in India is growing and hence there is a scope of expansion for Domino's
Pizza.
➢ Domino's Pizza should work on introducing bigger outlets and takeaway counters.
➢ It should train its delivery personnel to provide better services, it should provide its
customers with good and clean washrooms, improve the quality of its cheese and bread
dough like its counterparts, provide a little parking space and improve its ambiance to the
extent possible.