Gap Analysis

What Is Gap Analysis?

Gap analysis is a survey instrument used to determine the gaps

between a service offered and a customers expectations.

 SERVQUAL Expectations Survey & Perceptions Survey

Developed byParasurman,Zeithamel, and Berry to assess services

quality.

SERVQUAL instruments are a series of questions that deal with tangibles,

reliability, responsiveness, assurance, and empathy
Tangibles- physical facilities, equipment, staff appearance, etc.
Reliability- ability to perform service dependably and accurately.
Responsiveness- willingness to help and respond to customer
need.

Assurance- ability of staff to inspire confidence and trust.

Empathy- the extent to which caring individualized service is
given.
 SERVQUAL
Gap 1 Tangibles-difference between actual customer expectations, and what management perceives to be customer
expectations.

Gap 2 Reliability-difference in managers expectations of service quality, and the actual service quality specifications.

Gap 3 Responsiveness-Delivery of perfect services is not guaranteed, even if service specifications are defined, due to
lack of training, preparations, and training.

Gap 4 Assurance-differences between services delivery and the external communications with the customer.

Gap 5 Empathy-differences in expected service and perceived service.

GAPS MODEL OF SERVICE QUALITY

Zeithaml,BitnerandGremler
 Gaps Model of Service Quality

CustomerGap:differencebetween customer expectations andperceptions

Provider Gap 1(The Knowledge Gap):

not knowing what customersexpect

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

Expected
service

Customer Gap

Perceived
service
Provider Gap 1

CUSTOMER

Expected Service

GAP 1

Company Perceptions of
COMPANY
Consumer Expectations
Provider Gap 2

CUSTOMER

COMPANY Customer-Driven
Service Designs and Standards

GAP 2

Company Perceptions of
Consumer Expectations
Provider Gap 3

CUSTOMER

Service Delivery
COMPANY

GAP 3

Customer-Driven
Service Designs and Standards
Provider Gap 4

CUSTOMER

External Communications to
COMPANY Service Delivery
Customers

GAP 4
Gaps Model of Service Quality

Expected Service

CUSTOMER
Customer

Gap
Perceived

Service

External Communications to
COMPANY Service
Customers
Delivery GAP 4

GAP 1 GAP 3

Customer-Driven Service Designs and

Standards

GAP 2

Company Perceptions of Consumer

Expectations
The Gaps Model

The key to closing the Customer Gap is to close all Provider Gaps 1- 4
Key Factors Leading to the Customer Gap

Customer Expectations

Customer

Gap

Customer
Perceptions
Key Factors Leading to Provider Gap 1

Customer Expectations

Gap

CompanyPerceptions of CustomerExpectations
Key Factors Leading to Provider Gap 2

Customer-Driven Service Designs and Standards

Gap

Management Perceptions of Customer Expectations

Key Factors Leading to Provider Gap 3

Customer-Driven Service Designs and Standards

Gap

ServiceDelivery
Key Factors Leading to Provider Gap 4

ServiceDelivery

Gap

ExternalCommunications to Customers