Gaps Model: services Flashcards
What is the GAP Model of Service Quality?
A useful way to audit the service performance and capabilities of an organisation
The GAP Model identifies various gaps that can affect service quality.
What is Provider Gap 1?
The difference between customer expectations of service and a company’s understanding of those expectations
This gap is also referred to as the Knowledge Gap.
What are key factors leading to Provider Gap 1?
- Inadequate marketing research orientation
- Insufficient research
- Not focused on service quality
- Inadequate use of market research
- 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
- Insufficient relationship focus
- Lack of market segmentation
- Focus on transactions not relationships
- Focus on new customers rather than relationship customers
How can services overcome Provider Gap 1?
- Use market research to understand customer expectations
- Conduct qualitative research
- Hold informal group discussions with customers
- Conduct quantitative research
- Track customer satisfaction via surveys
- Use ethnography to understand market segments
- Implement mystery shopping
What is Provider Gap 2?
The difference between company understanding of customer expectations and development of customer-driven service designs and standards
This gap is also known as the Policy Gap.
What factors lead to Provider Gap 2?
- Poor service design
- Unsystematic new service development process
- Vague, undefined service designs
- Absence of customer-driven standards
- Absence of process management focusing on customer requirements
- Absence of formal process for setting quality goods
- Inappropriate physical evidence and servicescape
- Failure to develop tangibles in line with customer servicescape
How can Gap 2 be closed?
- Set clear, customer-focused service standards
- Design processes with the customer in mind
- Train employees on those standards
- Align internal systems to support desired service delivery
What is Provider Gap 3?
The discrepancy between development of customer-driven service standards and actual service performance by company employees
This gap is known as the Delivery Gap.
What are key factors that lead to Provider Gap 3?
- Deficiencies in human resource policies
- Ineffective recruitment
- Lack of empowerment, perceived control, and teamwork
- Customers who do not fulfill roles
- Customers who lack knowledge about their roles
- Customers who negatively impact each other
- Problems with service intermediaries
- Channel conflict over objectives and performance
- Failure to match supply and demand
- Inadequate service recovery
- Lack of encouragement to listen to customer complaints
- Failure to make amends when things go wrong
How can Gap 3 be closed?
- Improve employee training and empowerment
- Ensure sufficient resources (staff, tools, tech)
- Foster a service-oriented culture
- Monitor performance regularly and adjust operations
- Recognize and reward employees who meet service standards
What is Gap 4?
The difference between what a company promises in external communication and what it actually delivers
This gap is referred to as the Communication Gap.
What causes Gap 4?
- Overpromising in advertisements or sales pitches
- Misalignment between marketing and operations
- Lack of communication between departments
- No updates when service changes
How can Gap 4 be closed?
- Ensure marketing is aligned with actual service capabilities
- Regularly update promotional materials
- Communicate honestly and transparently with customers
- Collaborate across departments to align messaging
What is Gap 5?
The difference between customer expectations and their actual experience
This gap reflects the cumulative effect of the previous four gaps.
What causes Gap 5?
- Any of the other gaps being open:
- Management doesn’t understand customer needs (Gap 1)
- Poor service design (Gap 2)
- Inconsistent delivery (Gap 3)
- False advertising or miscommunication (Gap 4)
How can Gap 5 be closed?
- Identify which of the other gaps exist and fix them
- Continuously listen to and engage with customers
- Deliver on promises and exceed expectations
What are the 5 stages in the gaps model
1: Knowledge Gap
2: Policy Gap
3: Delivery Gap
4: Communication Gap
5: Customer Gap
