This document discusses the gaps that can occur between a consumer's expected service and their perceptions of the service received. It mentions gaps that can emerge in expectations created by information provided to consumers, service delivery and quality, meeting personal needs, and perceptions of management and senior leadership. Addressing these gaps is important for customer satisfaction.

1. Past Experience
Consumer
Company
Expected Service
Service Delivery
Service Quality Specs
Personal Needs
Perceived Service
Management
Perceptions of
Consumer Expectations
Information
(i.e. ads, word of mouth)
process
process

2. Expected Service
Service Delivery
Service Quality Specs
Personal Needs
Perceived Service
Senior Management
Perceptions of
Consumer Expectations
Information
(i.e. ads, word of mouth)
Past Experience
Gap 4
Gap 3
Gap 1
Gap 5
Gap 6
Consumer
Marketer
Gap 2