This document discusses the service quality gaps model, which identifies five key gaps that can lead to poor service quality perceptions. The five gaps are: 1) between customer expectations and management perceptions, 2) between management perceptions and service quality specifications, 3) between service quality specifications and service delivery, 4) between service delivery and external communications, and 5) between expected service and perceived service. The model provides an integrated view of the customer-company relationship and identifies factors that can contribute to each gap.

1. SERVICE QUALITY
MODEL
BY , GROUP 6
RASHMI.S
SHILPI ADHIKARY
SISIRA.S. SASI
RAHUL SHARMA
ABHILASH IYYAPAN

3. Facts !!!!!

Subject of study since 1980’s.
 Service quality is a challenging topic in contemporary
quality management theory & practice..

3 consistent findings:
 1. service quality is more difficult for the consumer to
evaluate than product quality;
 2.service quality perceptions result from a comparison of
consumer expectations with actual service performance;

3. quality evaluations are not based solely on the outcome
of a service but also involve evaluation of the delivery
process.

4. SERVICE
DIMENSIONS
 Reliability
 Responsiveness
 Competence
 Access
 Courtesy
 Communication
 Credibility
 Security
 Understanding/Knowing the customer
 Tangibles

5. SERVICE QUALITY
GAPS MODEL

6. GAPS MODEL
• Offers an integrated view of consumer – company
relationship.
• Based on substantial research amongst a number of
service providers.
• Common with the Gronroos model, it shows the
Perception Gap & outlines contributory factors
• Here, Expected Service – fn of word of mouth
communication, past experience & personal need.

7. • Perceived service – product of service delivery
& external communication to consumers.
• However the GAP model goes further in its
analysis of the key contributory factors.
• It provides a more rigorous description of the
contributory Gaps & lists key drivers for each
gap and generic breakdown of each of these
drivers.

9. GAPS IN THE MODEL
 Gap 1: Customer Expectations – Management
Perceptions Gap
 Gap 2: Management Perceptions - Service Quality
Specifications Gap
 Gap 3: Service Quality Specifications - Service Delivery
Gap
 Gap 4: Service Delivery - External Communications Gap
 Gap 5: Expected Service - Perceived Service Gap (or the
Service Performance Gap)

10. GAP 1
 Customers Expectations –Management
Perceptions Gap
 Causes:
 1. Inadequate market research orientation
 2. Lack of upward communication
 3. Insufficient customer relationship focus.

11. PREVENTION
MEASURES
 Collect Data On Customer Expectations
 Relate Customer Data To Overall Service Strategy
 Increase Management Contact With Customers
 Increase Internal Communications
 Track Performance On Satisfaction

12. GAP 2
 Management Perceptions - Service Quality
Specifications Gap.
 Causes:
 1. Absence of customer driven standards.
 2. Inadequate service leadership
 3. Poor service design

13. PREVENTION
MEASURES
 Leadership commitment
 “Can’t be done” - create possibilities
 Standardize tasks
 Goal setting - based on service goals

14. GAP 3
 Service Quality Specifications - Service
Delivery Gap.
 Causes:
 1. Deficiencies of human resource
policies – no training, empowerment…
 2. Failure to match supply & demand
 3. Customers not fulfilling roles

15. CONTD….
 Provide data on performance, on definition of standards
for excellent service
 Provide opportunity to change and to grow
 Provide training - educate employees about customers
 Harmonise roles - define in customer service terms
 Develop team environment - work together
 Empower people to solve problems
 Provide support to employees to create high performance
service

16. GAP 4
• Service Delivery - External Communications
Gap.
• Causes:
• 1. Ineffective management of customer
expectations
• 2. Overpromising
• 3. Inadequate horizontal communications.

17. CONTD…..
 Break down barriers between departments
 Communicate freely
 Understand and mentor internal customers
 Standardize and communicate policies and procedures
 Communicate standards, policies and procedures to
 Customers
 Emphasise primary characteristics
 Manage customer expectations

18. GAP 5
• Expected Service - Perceived Service Gap
•
This gap is the result of the other gaps
•
This is the gap the customer notices
•
Feedback on this gap (complaints) is diagnostic of
the other gaps
•
Here is where we obtain information that provides
the imperative for improvement.
•
Proactively seeking feedback here is essential to
improvement

19. THANK YOU