Service-Quality Model

Sources: A. Parasuraman, Valarie A. Zeithaml, and Leonard L.

Berry, “A Conceptual Model of Service Quality and Its
Implications for Future Research,” Journal of Marketing (Fall
1985), p. 44. Reprinted with permission of the American
Marketing Association. The model is more fully discussed or
elaborated in Valarie Zeithaml, Mary Jo Bitner, and Dwayne D.
Gremler, Services Marketing: Integrating Customer Focus
across the Firm, 4th ed. (New York: McGraw-Hill, 2006).

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the United States edition of Marketing Management, 14e. 12-1
The Gaps Model of Service Quality
 The Customer Gap
 The Provider Gaps:
 Gap 1 – The Listening Gap
 not knowing what customers expect
 Gap 2 – The Design and Standards Gap
 not having the right service designs and standards
 Gap 3 – The Performance Gap
 not delivering to service standards
 Gap 4 – The Communication Gap
 not matching performance to promises
 Putting It All Together: Closing the Gaps
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the United States edition of Marketing Management, 14e. 12-2
Gaps Model of Service Quality

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the United States edition of Marketing Management, 14e. 12-3
The Customer Gap

reference

Subjective
assessment

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the United States edition of Marketing Management, 14e. 12-4
Key Factors Leading
to the Customer Gap

Customer Customer
Gap Expectations

 Provider Gap 1: Not knowing what customers expect

 Provider Gap 2: Not selecting the right service designs and standards

 Provider Gap 3: Not delivering to service standards

 Provider Gap 4: Not matching performance to promises

Customer
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Perceptions
the United States edition of Marketing Management, 14e. 12-5
 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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the United States edition of Marketing Management, 14e. 12-6
Provider Gap 1

CUSTOMER

Expected
Service

Perceived
Service

COMPANY

Gap 1:
The Listening Gap Company
Perceptions of
Consumer
Expectations
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the United States edition of Marketing Management, 14e. 12-7
Key Factors Leading to Provider
Gap 1

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the United States edition of Marketing Management, 14e. 12-8
Provider Gap 2
CUSTOMER

COMPANY Customer-Driven
Service Designs and
Standards
Gap 2: The Design and Standards
Gap
Company
Perceptions of
Consumer
Expectations
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the United States edition of Marketing Management, 14e. 12-9
Key Factors Leading to Provider
Gap 2

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the United States edition of Marketing Management, 14e. 12-10
Provider Gap 3

CUSTOMER

COMPANY Service Delivery

Gap 3:The Performance Gap

Customer-Driven
Service Designs and
Standards

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the United States edition of Marketing Management, 14e. 12-11
Key Factors Leading to Provider
Gap 3

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-12
Provider Gap 4
CUSTOMER

Gap 4: The Communication Gap

COMPANY External
Service Delivery Communications
to Customers

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the United States edition of Marketing Management, 14e. 12-13
Key Factors Leading to Provider
Gap 4

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-14
Gaps Model of Service Quality

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 12-15