GAP MODEL

The Gaps Model of Service Quality: 

The Gaps Model of Service Quality Introduce a framework, called the gaps model of service quality. Demonstrate that the most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions. Show that four gaps that occur in companies, which we call provider gaps, are responsible for the customer gap. Identify the factors responsible for each of the four provider gaps.

Gaps Model of Service Quality: 

Gaps Model of Service Quality Customer Gap: difference between customer expectations and perceptions Provider Gap 1 ( The Knowledge Gap ): not knowing what customers expect Provider Gap 2 ( The Service Design & Standards Gap ): not having the right service designs and standards Provider Gap 3 ( The Service Performance Gap ): not delivering to service standards Provider Gap 4 ( The Communication Gap ): not matching performance to promises

The Customer Gap: 

The Customer Gap Expected service Perceived service Customer Gap

Key Factors Leading to the Customer Gap: 

Key Factors Leading to the Customer Gap Customer Expectations Customer Perceptions Customer Gap

PowerPoint Presentation: 

Customer Expectations Company Perceptions of Customer Expectations Key Factors Leading to Provider Gap 1 Gap 1

Key Factors Leading to Provider Gap 2: 

Customer-Driven Service Designs and Standards Management Perceptions of Customer Expectations Key Factors Leading to Provider Gap 2 Gap 2

Key Factors Leading to Provider Gap 3: 

Service Delivery Customer-Driven Service Designs an Standards Key Factors Leading to Provider Gap 3 Gap 3

Key Factors Leading to Provider Gap 4: 

Service Delivery External Communications to Customers Key Factors Leading to Provider Gap 4 Gap 4

Gaps Model of Service Quality: 

Perceived Service Expected Service CUSTOMER COMPANY Customer Gap Gap 1 Gap 2 Gap 3 External Communications to Customers Gap 4 Service Delivery Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Gaps Model of Service Quality

Consumer Evaluation Processes for Services: 

Consumer Evaluation Processes for Services Search Qualities attributes a consumer can determine prior to purchase of a product Experience Qualities attributes a consumer can determine after purchase (or during consumption) of a product Credence Qualities characteristics that may be impossible to evaluate even after purchase and consumption

Continuum of Evaluation for Different Types of Products: 

Continuum of Evaluation for Different Types of Products Clothing Jewelry Furniture Houses Automobiles Restaurant meals Vacations Haircuts Child care Television repair Legal services Root canals Auto repair Medical diagnosis Difficult to evaluate Easy to evaluate { High in search qualities High in experience qualities High in credence qualities { { Most Goods Most Services

Categories in Consumer Decision-Making and Evaluation of Services: 

Categories in Consumer Decision-Making and Evaluation of Services Information Search Evaluation of Alternatives Purchase and Consumption Post-Purchase Evaluation  Use of personal sources  Perceived risk  Evoked set  Emotion and mood  Service provision as drama  Service roles and scripts  Compatibility of customers  Attribution of dissatisfaction  Innovation diffusion  Brand loyalty

Categories in Consumer Decision-Making and Evaluation of Services: 

Categories in Consumer Decision-Making and Evaluation of Services Information Search Evaluation of Alternatives Purchase and Consumption Post-Purchase Evaluation  Use of personal sources  Perceived risk  Evoked set  Emotion and mood  Service provision as drama  Service roles and scripts  Compatibility of customers  Attribution of dissatisfaction  Innovation diffusion  Brand loyalty Culture Values and attitudes Manners and customs Material culture Aesthetics Educational and social institutions

Global Feature: Differences in the Service Experience in the U.S. and Japan: 

Global Feature: Differences in the Service Experience in the U.S. and Japan Authenticity Caring Control Courtesy Formality Friendliness Personalization Promptness