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Chapter 2-1

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Chapter 2-2Chapter

2 Conceptual Framework of the Book: The Gaps Model of Service Quality

 The Customer Gap

 The Provider Gaps:

 Gap 1 – The Listening Gap

 not knowing what customers expect

 Gap 2 – The Service Design and Standards Gap

 not having the right service designs and standards

 Gap 3 – The Service Performance Gap

 not delivering to service standards

 Gap 4 – The Communication Gap

 not matching performance to promises

 Putting It All Together: Closing the Gaps

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Chapter 2-3

Objectives for Chapter 2: The Gaps Model of Service Quality

 Introduce the framework, called the gaps model of service quality, used to organize this textbook.

 Demonstrate that the gaps model is a useful framework for understanding service quality in an organization.

 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.

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Chapter 2-4

The Customer Gap

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Chapter 2-5

 Provider Gap 1: Not knowing what customers expect

 Provider Gap 2: Not having 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 Leading to the Customer Gap

Customer

Gap

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Chapter 2-6

Gaps Model of Service Quality

 Customer Gap:  difference between customer expectations and

perceptions

 Provider Gap 1 (Listening Gap):  not knowing what customers expect

 Provider Gap 2 (Service Design & Standards Gap):  not having the right service designs and standards

 Provider Gap 3 (Service Performance Gap):  not delivering to service standards

 Provider Gap 4 (Communication Gap):  not matching performance to promises

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Chapter 2-7

Company perceptions of

customer expectations

Customer expectations

CUSTOMER

COMPANY

Gap 1:

The Listening Gap

Provider Gap 1

Perceived Service

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Chapter 2-8

Key Factors Leading to Provider Gap 1

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Chapter 2-9

CUSTOMER

COMPANY

Gap 2: The Service

Design and Standards

Gap

Customer-driven service designs and

standards

Company perceptions of

customer expectations

Provider Gap 2

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Chapter 2-10

Key Factors Leading to Provider Gap 2

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Chapter 2-11

CUSTOMER

COMPANY Service delivery

Gap 3: The

Service

Performance GapCustomer-driven service designs and

standards

Provider Gap 3

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Chapter 2-12

Key Factors Leading to Provider Gap 3

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Chapter 2-13

CUSTOMER

COMPANY External

communications to customers

Gap 4: The Communication Gap

Provider Gap 4

Service delivery

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Chapter 2-14

Key Factors Leading to Provider Gap 4

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Chapter 2-15

Gaps Model of Service Quality

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Chapter 2-16

Ways to Use Gap Analysis

 Overall Strategic Assessment:

 How are we doing overall in meeting or

exceeding customer expectations?

 How are we doing overall in closing the four

company gaps?

 Which gaps represent our strengths and where

are our weaknesses?

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Chapter 2-17

Ways to Use Gap Analysis

Specific Service Implementation

 Who is the customer? What is the service?

 Are we consistently meeting/exceeding

customer expectations with this service?

 If not, where are the gaps and what changes are

needed? (Examine gaps 1-4 for this particular

service.)