Scribd Logo
Upload

Welcome to Scribd!

  • 388 views

    The Gaps Model of Service Quality: "Service Marketing", Valarie A. Zeithaml & Mary Jo Bitner

    Uploaded by

    Mohammed Obaid
    The document describes the Gaps Model of Service Quality which identifies four key gaps that can lead to unsatisfactory customer experience: 1) differences between customer expectations and company perceptions of expectations, 2) differences between customer expectations and service quality standards, 3) failure to meet service quality standards, and 4) differences between promised service and delivered service. It then analyzes factors that can contribute to each of these gaps.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    The Gaps Model of Service Quality: "Service Marketing", Valarie A. Zeithaml & Mary Jo Bitner

    Uploaded by

    Mohammed Obaid
    388 views16 pages
    The document describes the Gaps Model of Service Quality which identifies four key gaps that can lead to unsatisfactory customer experience: 1) differences between customer expectations and company perceptions of expectations, 2) differences between customer expectations and service quality standards, 3) failure to meet service quality standards, and 4) differences between promised service and delivered service. It then analyzes factors that can contribute to each of these gaps.

    Original Title

    Chap 2

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document describes the Gaps Model of Service Quality which identifies four key gaps that can lead to unsatisfactory customer experience: 1) differences between customer expectations and company perceptions of expectations, 2) differences between customer expectations and service quality standards, 3) failure to meet service quality standards, and 4) differences between promised service and delivered service. It then analyzes factors that can contribute to each of these gaps.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    388 views16 pages

    The Gaps Model of Service Quality: "Service Marketing", Valarie A. Zeithaml & Mary Jo Bitner

    Uploaded by

    Mohammed Obaid
    The document describes the Gaps Model of Service Quality which identifies four key gaps that can lead to unsatisfactory customer experience: 1) differences between customer expectations and company perceptions of expectations, 2) differences between customer expectations and service quality standards, 3) failure to meet service quality standards, and 4) differences between promised service and delivered service. It then analyzes factors that can contribute to each of these gaps.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 16

    The Gaps Model of Service

    Quality

    “Service Marketing”, Valarie A.


    Zeithaml & Mary Jo Bitner
    Customer Gap
     The Difference between Customer
    Perceptions & Expectations

    Customer
    Expectations
    Customer GAP

    Perceived
    Service

    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner


    Provider Gap 1
     Not Knowing What Customers Expect
    Expected
    CUSTOMER Service

    GAP 1

    Company
    Perceptions of
    COMPANY Customer
    Expectations
    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
    Provider Gap 2
     Not Selecting the Right Service Designs
    & Standards
    CUSTOMER

    Customer-Driven
    COMPANY Service Designs &
    Standards
    GAP 2
    Company
    Perceptions of
    Consumer
    Expectations
    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
    Provider Gap 3
     Not Delivering to Service Standards
    CUSTOMER

    Service Delivery
    COMPANY
    GAP 3
    Customer-Driven
    Service Designs &
    Standards

    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner


    Provider Gap 4
     Not Matching Performance to Promises
    CUSTOMER

    GAP 4 External
    Service Delivery Communications
    COMPANY to Customers

    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner


    Gaps Model of Service Delivery
    Expected
    Customer Service
    GAP Perceived
    CUSTOMER
    Service

    GAP 4
    COMPANY
    Service Delivery External
    GAP 3 Communications
    Customer-Driven to Customers
    GAP 1
    Service Designs and
    Standards
    GAP 2
    Company Perceptions of
    Consumer Expectations
    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
    Key Factors Leading to Customer
    Gap
    Customer Expectations
    Customer
    GAP

    • Provider Gap 1: Not knowing what customers expect


    • Provider Gap 2: Not selecting the right service designs & standards
    • Provider Gap 3: Not delivering to service standards
    • Provider Gap 4: Not matching performance to promises

    Customer Perceptions

    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner


    Key Factors Leading to Provider Gap
    1
    Customer Expectations
    Provider
    GAP 1 • Inadequate Marketing Research Orientation
    Insufficient marketing research
    Research not focused on service quality
    Inadequate use of market research
    • Lack of Upward Communication
    Lack of interaction between management & customers
    Insufficient communication between contact employees & managers
    Too many layers between contact personnel & top management

    Company Perceptions of
    Customer Expectations

    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner


    Key Factors Leading to Provider Gap
    1

    Customer Expectations
    Provider
    GAP 1
    • Insufficient Relationship Focus
    Lack of market segmentation
    Focus on transactions rather than relationships
    Focus on new customers rather than relationship customers
    • Inadequate Service Recovery
    Lack of encouragement to listen to customer complains
    Failure to make amends when things go wrong
    No appropriate recovery mechanisms in place to service
    failures

    Company Perceptions of
    Customer Expectations
    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
    Key Factors Leading to Provider Gap
    2
    Customer-Driven
    Provider Service Designs & Standards
    GAP 2
    • Poor Service Design
    Unsystematic new-service development process
    Vague, undefined service designs
    Failure to connect service design to service positioning
    • Absence of Customer-Driven Standards
    Lack of customer-defined service standards
    Absence of process management to focus on customer requirements
    Absence of formal process for setting service quality goals

    Management Perceptions
    of Customer Expectations
    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
    Key Factors Leading to Provider Gap
    2
    Customer-Driven
    Provider Service Designs & Standards
    GAP 2

    • Inappropriate Physical Evidence & Servicescape


    Failure to develop tangibles in line with customer expectations
    Servicescape design that does not meet customer and employee needs
    Inadequate maintenance and updating of the servicescape

    Management Perceptions
    of Customer Expectations

    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner


    Key Factors Leading to Provider Gap
    3
    Customer driven service
    designs and standards
    Provider
    GAP 3 • Deficiencies In Human Resource Policies
    Ineffective recruitment
    Role ambiguity and role conflict
    Poor employee-technology job fit
    Inappropriate evaluation and compensation systems
    Lack of empowerment, perceived control and teamwork
    • Customers Who Do Not Fulfill Roles
    Customers lack knowledge of their roles and responsibilities
    Customers negatively affect each other

    Service delivery
    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
    Key Factors Leading to Provider Gap
    3
    Customer-Driven
    Service Designs & Standards
    Provider
    GAP 3
    •Problems with Service Intermediaries
    Channel conflict over objectives and performance
    Difficulty controlling quality and consistency
    Tension between empowerment and control
    •Failure to Match Supply & Demand
    Failure to smooth peaks and valleys of demand
    Inappropriate customer mix
    Over-reliance on price to smooth demand

    Service Delivery

    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner


    Key Factors Leading to Provider Gap
    4
    Service Delivery
    Provider
    GAP 4
    • Lack of Integrated Services Marketing Communications
    Tendency to view each external communication as independent
    Absence of interactive marketing in communications plan
    Absence of strong internal marketing program
    • Ineffective Management of Customer Expectations
    Absence of customer expectation management through all forms of communication
    Lack of adequately education for customers

    External Communications
    to Customers
    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
    Key Factors Leading to Provider Gap
    4

    Service Delivery
    Provider
    GAP 4 • Overpromising
    Overpromising in advertising
    Overpromising in personal selling
    Overpromising through physical evidence cues
    • Inadequate Horizontal Communications
    Insufficient communication between sales and operations
    Insufficient communication between advertising and operations
    Differences in policies and procedures across branches or units

    External Communications
    to Customers

    “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner

    You might also like