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The GAPS Model of Service Quality

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Quality...A Customers Perspective

Customers
judge
service
quality
by comparing what they hoped for, or their
expectations, with what they actually
experience.

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WHAT IS SERVICE QUALITY?

Quality is what the customer says it is

Quality is conforming to certain

requirements and standards

Quality is Excellence

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SERVQUAL Gap Model

Compares customer expectations with their

experience of the service that was actually
delivered
Discrepancies are gaps in service quality

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THE GAPS MODEL

Developed by three American researchers.
'Parasu'
Parasuraman, Valarie Zeithaml and
Len Berry, in 1988.
Research focused on the perceptions of
customers of banks, telephone companies and
retailers.
Conclusion: Customers are the only real judges
of quality.

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Expectations and Perceptions

customer expectations
are what a customer believes should or will
happen
sources of expectations:
pricing, advertising, word-of-mouth communications

customer perceptions
are that they have received what they would and
should

The Customer Gap

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Gaps Model of Service Quality

Customer Gap:
difference between customer expectations and
perceptions

Provider Gap 1 (Knowledge 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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Provider Gap 1
CUSTOMER
Expected
Service
Perceived
Service
COMPANY
Gap 1:
The Listening
Gap

Company
Perceptions of
Consumer
Expectations

Key Factors Leading to Provider Gap 1

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Provider Gap 2
CUSTOMER

COMPANY

Customer-Driven
Service Designs and
Standards
Gap 2: The Design and Standards
Gap
Company
Perceptions of
Consumer
Expectations

Key Factors Leading to Provider Gap 2

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Provider Gap 3
CUSTOMER

COMPANY

Service Delivery
Gap 3: The Performance
Gap
Customer-Driven
Service Designs and
Standards

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Key Factors Leading to Provider Gap 3

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Provider Gap 4
CUSTOMER

COMPANY

Gap 4: The Communication

Gap
External
Service Delivery
Communication
s to Customers

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Key Factors Leading to Provider Gap 4

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Gaps Model of Service Quality: put all

together

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MEASURING SERVICE QUALITY:

SERVQUAL Model

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Dimensions of Service Quality