ASSIGNMENT ON

MARKETING OF SERVICES

NAME : PRACHI SINGH

ROLL: 102/3
SECTION B
 SERICE QUALITY GAP MODEL
1. The Customer Gap:
The Gap between Customer Expectations and Customer Perceptions.The customer
gap is the difference between customer expectations and customer perceptions.
Customer expectation is what the customer expects according to available
resources and is influenced by cultural background, family lifestyle, personality,
demographics, advertising, experience with similar products and information
available online.
2.The Knowledge Gap:
The Gap between Consumer Expectation and Management Perception.The
knowledge gap is the difference between the customer’s expectations of the service
provided and the company’s provision of the service. In this case, managers are not
aware or have not correctly interpreted the customer’s expectation in relation to the
company’s services or products.
3.The Policy Gap:
The Gap between Management Perception and Service Quality
Specification.According to Kasper et al, this gap reflects management’s incorrect
translation of the service policy into rules and guidelines for employees. Some
companies experience difficulties translating consumer expectation into specific
service quality delivery. This can include poor service design, failure to maintain
and continually update their provision of good customer service or simply a lack of
standardisation. This gap may see consumers seek a similar product with better
service elsewhere.
4.The Delivery Gap:
The Gap between Service Quality Specification and Service Delivery.This gap
exposes the weakness in employee performance. Organisations with a Delivery
Gap may specify the service required to support consumers but have subsequently
failed to train their employees, put good processes and guidelines in action. As a
result, employees are ill equipped to manage consumer’s needs.
5.The Communication Gap: The Gap between Service Delivery and External
Communications