Quality Gaps

8/6/2019 Quality Gaps

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A T U L S R A JM BA S EM I I I

Quality Gaps


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Quality GAPS

y The gap model (also known as the "5 gaps model") ofservice quality is an important customer-satisfactionframework.

y A. Parasuraman, VA Zeitham and LL Berry in theThe Journal of Marketing, 1985, identify fivemajor gaps that face organizations seeking to meetcustomer's expectations of the customer experience.


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History of the Gaps Model

y The gaps model of service quality was first developed bya group of authors, Parasuraman, Zeithaml, Berry, atTexas A&M and North Carolina Universities, in 1985

(Parasuraman, Zeithaml & Berry). Based on exploratorystudies of service such as executive interviews and focusgroups in four different service businesses the authorsproposed a conceptual model of service quality indicatingthat consumers perception toward a service qualitydepends on the four gaps existing in organization

consumer environments. They further developed in-depth measurement scales for service quality in a later

year (Parasuraman, Zeithaml, Berry, 1988).y


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Theory of the Gaps Model

y Perceived service quality can be defined as, according to the model,the difference between consumers expectation and perceptionswhich eventually depends on the size and the direction of the fourgaps concerning the delivery of service quality on the companys

side (Fig. 1; Parasuraman, Zeithaml, Berry, 1985).

Customer Gap = f (Gap 1, Gap 2, Gap 3, Gap 4)

y The magnitude and the direction of each gap will affect the servicequality. For instance, Gap 3 will be favourable if the delivery of a

service exceeds the standards of service required by theorganization, and it will be unfavourable when the specifications ofthe service delivered are not met.


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Fig. 1: The Integrated Gaps Model ofService Quality

(Parasuraman, Zeithaml, Berry 1985)


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The key points for each gap can besummarized as follows:

y Customer gap: The difference between customer expectations andperceptions the service quality gap.

y Gap 1: The difference between what customers expected andwhat management perceived about the expectation of customers.

y Gap 2: The difference between managements perceptions ofcustomer expectations and the translation of those perceptions into qualityspecifications and designs.

y Gap 3: The difference between specifications or standards ofservice quality and the actual service delivered to customers.

y Gap 4: The difference between the service delivered tocustomers and the promise of the firm to customers about its service quality


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Applications of the Gaps Model

y First of all the model clearly determines the twodifferent types of gaps in service marketing, namelythe customer gap and the provider gaps.

y The latter is considered as internal gaps within aservice firm.

y This model really views the services as a structured,integrated model which connects external customers

to internal services between the different functionsin a service organization.


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Important applications of the model are asfollows:

y The gaps model of service quality gives insights andpropositions regarding customers perceptions ofservice quality.

y

Customers always use 10 dimensions to form theexpectation and perceptions of service quality.

y The model helps predict, generate and identify keyfactorsthatcausethe gap to be unfavourable tothe service firm in meeting customer expectations.

y The model provides a conceptual frameworkforacademic and businessresearchersto studythe service quality in marketing.


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Application Areas

y Management,

y Service marketing,

y Consumer behaviour


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Benefits

y Aids researchers to examine numerous serviceindustries such as healthcare, banking, financialservices, and education


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QU E R I E S ?

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Documents

Quality Gaps