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INTEGRATED GAPS
          MODEL OF SERVICE
          QUALITY
          Closing the Gap Between Customer and
Group 5   Service Providers
Gaps Model of Service

     Customer
                   GAP 1   GAP 2   GAP 3   GAP 4   Service Delivered
    Expectation




   GAP 1 :Not knowing what the customers expect

   GAP 2: Not selecting the right service design &
    standards

   GAP 3: Not Delivering to service standards

   GAP 4: Not matching performance to promises
CUSTOMER
                     Expected
                      Service
        Custome
        r Gap
                     Perceived
                      Service




                                               EXTERNAL
                  Service Delivery
                                             Communications
Gap 1                                Gap 4    to customers
          Gap 3
                  Customer-driven
                  service design &
                     standards
          Gap 2
                     Company
                   perceptions of
                     Consumer
                    expectations
           COMPANY / SERVICE PROVIDER
GAP         Not Knowing What Customers
1:          Expect

               Customer Expectation
   Inadequate Market Research Orientation

   Lack of Upward Communication

   Insufficient Relationship Focus

   Inadequate Service Recovery Mechanisms

Company Perceptions of Customer Expectations
GAP         Not Having the Right Service
2:          Quality Design & Standards

Customer – Driven service designs and standards

   Poor Service Design

   Absence of customer-defined standards

   Inappropriate physical evidence and
    ‘Servicescape’
       Management Perceptions of Customer
                 Expectations
GAP          Not Delivering to Service
3:           Standards

                  Service Delivery

   Deficiencies in human resource policies
   Failure to match supply and demand
   Customers not fulfilling roles
   Problems with service intermediaries

Customer driven service designs and standards
GAP          Not matching Performance to
4:           Promises

                    Service Delivery

   Lack of integrated services marketing
    communications

   Ineffective management of customer expectations

   Overpromising

   Inadequate horizontal communications
       External communications to customers
THANK YOU

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Integrated gaps model of service quality

  • 1. INTEGRATED GAPS MODEL OF SERVICE QUALITY Closing the Gap Between Customer and Group 5 Service Providers
  • 2. Gaps Model of Service Customer GAP 1 GAP 2 GAP 3 GAP 4 Service Delivered Expectation  GAP 1 :Not knowing what the customers expect  GAP 2: Not selecting the right service design & standards  GAP 3: Not Delivering to service standards  GAP 4: Not matching performance to promises
  • 3. CUSTOMER Expected Service Custome r Gap Perceived Service EXTERNAL Service Delivery Communications Gap 1 Gap 4 to customers Gap 3 Customer-driven service design & standards Gap 2 Company perceptions of Consumer expectations COMPANY / SERVICE PROVIDER
  • 4. GAP Not Knowing What Customers 1: Expect Customer Expectation  Inadequate Market Research Orientation  Lack of Upward Communication  Insufficient Relationship Focus  Inadequate Service Recovery Mechanisms Company Perceptions of Customer Expectations
  • 5. GAP Not Having the Right Service 2: Quality Design & Standards Customer – Driven service designs and standards  Poor Service Design  Absence of customer-defined standards  Inappropriate physical evidence and ‘Servicescape’ Management Perceptions of Customer Expectations
  • 6. GAP Not Delivering to Service 3: Standards Service Delivery  Deficiencies in human resource policies  Failure to match supply and demand  Customers not fulfilling roles  Problems with service intermediaries Customer driven service designs and standards
  • 7. GAP Not matching Performance to 4: Promises Service Delivery  Lack of integrated services marketing communications  Ineffective management of customer expectations  Overpromising  Inadequate horizontal communications External communications to customers