The document discusses the GAPS model of services marketing. It outlines five potential gaps between a customer's expected service and the service actually delivered: (1) the gap between customer expectations and company perception of expectations, (2) the gap between customer expectations and service design/standards, (3) the gap between service design and service delivery, (4) the gap between service delivery and external communications, and (5) the gap between expected service and perceived service. Examples are provided for each gap.

1. GAPS MODEL OF SERVICES MARKETING
Submitted by:
Nikita Agrawal
Rohan S Telang
Ankita Agrawal
Vandana Puttaparthi

2. Hiii…!!!
I want the cab
immediately..!!
2

3. No Cabs available
at the moment..!
Last time also I was
late, and she was angry.
They never provide cabs
on time !
3

4. I want the cab
immediately..!!
Last time also I was
late, and she was
angry. They never
provide the cab on
time.
EXPECTED
SERVICE
PERCIEVED
SERVICE
GAP 5
4

5. My customers
want the best-
priced cab service.
I want the cab
immediately..!!
EXPECTED
SERVICE
COMPANY’S
PERCEPTION OF
CUSTOMER’S
EXPECTATIONS
GAP 1
5

6. Arghhh..!! Such
a long booking
process…!!!
My Customers
want the cab
immediately..!!
Arghhh..!! The
app takes so
long to load…!!!
Where is the
driver’s number??
I have to wait for
him to call…!!!
Take right…
now left… errrr,
why don’t you
have GPS !!
Customer’s
Expectations well
understood
Failure in
designing of the
process
Gap 2
6

7. The driver is
taking so much
time ! She will
be angry
My Customers
want the cab
immediately..!!
Why can’t you
understand my
GPS location?
Wat the ** !
He cancelled the
ride..! What book
again now??
Customer’s
Expectations
understood and
designed
Failure in proper
delivery of
service
Gap 3
7

8. It’s already been
10 minutes.
Where is the
damn cab??
My customers will
get the cab
delivered within 5
minutes.
Customer’s
Expectations
understood, designed
and over-promised.
Under delivered
Gap 4
8

9. The cab is
finally here.
The cab arrived in
4 minutes, 23
seconds.
Customer’s Expectations
understood, designed
and delivered
Not
communicated
Gap 4
9

10. I want the cab
immediately..!!
They never provide
the cab on time.
EXPECTED
SERVICE
PERCIEVED
SERVICE
GAP 5
10