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Gap Model

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9 views

Gap Model

Uploaded by

quocdaip84
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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GAP MODEL OF

SERVICE QUALITY
MALL A VENKATA S AI
190209120018
What is service quality?
An assessment of how well a delivered service conforms to
the client's expectations. Service business operators often
assess the service quality provided to their customers in
order to improve their service, to quickly identify problems,
and to better assess client satisfaction.
Gaps in service quality
•Measuring the gap between expected service and perceived
service is a routine customer feedback process practiced by
many companies
Gaps Model of Service
Quality
Key factor leading Provider gap 1
Customer Expectations GAP 1
1.Inadequate Marketing Research Orientation
 Insufficient marketing research Research not focused on service
quality
 Inadequate use of market research
2.Lack of Upward Communication
 Lack of interaction between management and customers Insufficient
communication between contact employees and managers
 Too many layers between contact personnel and top management
3.Insufficient Relationship Focus Lack of market segmentation
 Focus on transactions rather than relationships
 Focus on new customers rather than relationship customers Company
Perceptions of Customer Expectations
KEY FACTOR LEADING PROVIDE GAP 2
1.Poor Service Design
 Unsystematic new service development process
 Vague, undefined service designs
2. Absence of Customer-Driven Standards
 Lack of customer-driven service standards
 Absence of process management to focus on customer requirements
 Absence of formal process for setting service quality goals
3.Inappropriate Physical Evidence and Servicescape Management
Perceptions of Customer Expectations
KEY FACTOR LEADING PROVIDE GAP 3
1. Deficiencies in Human Resource Policies
 Ineffective recruitment
 Poor employee-technology job fit
 Inappropriate evaluation and compensation systems
 Lack of empowerment, perceived control and teamwork
2.Failure to Match Supply and Demand
 Failure to smooth peaks and valleys of demand
 Inappropriate customer mix Over-reliance on price to smooth demand
3.Customers Not Fulfilling Roles
 Customers lack knowledge of their roles and responsibilities
 Customers negatively impact each other
4.Problems with Service Intermediaries
 Channel conflict over objectives and performance
 Channel conflict over costs and rewards
 Tension between empowerment and control
KEY FACTOR LEADING PROVIDE GAP 4
1.Lack of Integrated Services Marketing Communications
 Tendency to view each external communication as independent
Not including interactive marketing in communications plan
 Absence of strong internal marketing program
2.Ineffective Management of Customer Expectations
 Not managing customer expectations through all forms of
communication Not adequately educating customers
3.Overpromising
 Overpromising in advertising
 Overpromising in personal selling
 Overpromising through physical evidence cues
4.Inadequate Horizontal Communications
 Insufficient communication between sales and operations
 Insufficient communication between advertising and operations

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