Service Marketing: Gaps model (shell)

1. THE GAPS MODEL OF
REFUELING SERVICE QUALITY FOR 2
WHEELERS AT SHELL
By:
Anthony Rueben
Rahul
Shridhar Bhat
Smitha
Zaheer Sayyed

2. Gaps Model of Refueling Service Quality for
2 wheelers at Shell
Perceived
Service
Expected
Service
CUSTOMER
COMPANY
Customer
Gap
Gap 1
Gap 2
Gap 3
External
Communications
to CustomersGap 4
Service
Delivery
Customer-Driven
Service Designs and
Standards
Company Perceptions
of Consumer
Expectations

3. UNDERSTANDING
CUSTOMER REQUIREMENT

4. Gap 1
Company
Perceptions of
Consumer
Expectations
Expected Service
 Quick tank refueling.
A modern fuel station with lots of amenities like,
oil changing station, service station, a convenience
store and all this at one station with priority
towards safety and quality.

6. Company
Perceptions of
Consumer
Expectations
 A modern fuel station with lots of amenities like,
oil changing station, service station, a convenience
store and all this at one station with priority
towards safety and quality.
Six lanes with continuous movement.
1 entry point and 1 exit point.
15 employees per shift working for 2 shifts.
 Windshield clean up.
 Free air check up / fill up for tyre’s.
Service
Specification/
Standard

7. Delivering and Performing Service

8. Service
Specification/
Standard
 All six lanes jammed at peak hours with little
and slow movement.
 Only 2 out of the six lanes are for 2 wheelers
 Not all 15 employees are at work during the
shift further adding to the delay.
Service
Delivery
 Six lanes with continuous movement.
 1 entry point and 1 exit point.
 15 employees per shift working for 2 shifts.

9. COMMUNICATION GAP

10. Service
Delivery
 All six lanes jammed at peak hours with little
and slow movement.
 Only 2 out of the six lanes are for 2 wheelers
 Not all 15 employees are at work during the
shift further adding to the delay.
External
Communications
to Customers
 Easy and quick refueling,
 Ample lanes for fast and smooth movement of
vehicles.

12. Customer Gap
Perceived Service
Expected Service
 Quick tank refueling.
 Slow and tedious refueling process.
 Time consuming.
Often delayed due to absence of personal
at the lane.
 Causing delayed service and irritated
customers.

13. Thank You!