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The Gaps Model of Service Quality

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The Customer Gap

Difference between customer

expectations and perceptions

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The Customer Gap

Customer Expectations : standards or reference points that customers bring into the service area.

Customer Perceptions : are assessments of actual service experiences.

To close all important customer gap, model suggests four other gaps – the provider gaps – which occur within the service organizations & need to be closed.

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Provider Gap 1: Not knowing what customers expect

Provider Gap 2: Not selecting the right service designs and standards

Provider Gap 3: Not delivering to service standards

Provider Gap 4: Not matching performance to promises

Customer Expectations

Customer Perceptions

Key Factors Leadingto the Customer Gap

CustomerGap

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Company Perceptions of

Consumer Expectations

Expected Service

CUSTOMER

COMPANY

Gap 1:The Listening

Gap

Provider Gap 1 : The Listening Gap / Knowledge Gap

Perceived Service

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Key Factors Leading to Provider Gap 1

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CUSTOMER

COMPANY

Gap 2: The Design and Standards Gap

Customer-Driven Service Designs and

Standards

Company Perceptions of

Consumer Expectations

Provider Gap 2 : The Design and Standards Gap

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Key Factors Leading to Provider Gap 2

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CUSTOMER

COMPANY Service Delivery

Gap 3: The Performance Gap

Customer-Driven Service Designs and

Standards

Provider Gap 3 : The Performance Gap

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Key Factors Leading to Provider Gap 3

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CUSTOMER

COMPANYExternal

Communications to Customers

Gap 4: The Communication Gap

Provider Gap 4 : The Communication Gap

Service Delivery

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Key Factors Leading to Provider Gap 4

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Gaps Model of Service Quality