Chapter 2

The GAPS Model of

Service Quality
The Customer Gap

Expected
Service

GAP

Perceived
Service
 The Customer Gap
The Customer gap is the difference between customer expectations and perceptions

Customer expectations are standards or reference points that customer bring into
the service experience, whereas customer perceptions are subjective assessments of
actual service experiences.
 Gaps Model of Service Quality
Customer Gap : Difference between Expectations and
Perceptions
Gap 1: The Listening Gap
not knowing what customers expect
Gap 2: The Service Design and Standards Gap
not having the right service designs and standards
Gap 3:The Service Performance Gap
not delivering to service standards
Gap 4: The Communication Gap
not matching performance to promises
Gap1: The Listening Gap (Not knowing What Customers Expect)

Inadequate marketing research orientation

Lack of upward communication

Insufficient relationship focus

Inadequate service recovery

 Gap 2: The Service Design and Standards Gap
(Not having the Right Service Quality Designs and Standards)

Poor service design

Absence of customer-driven standards

Inappropriate physical evidence and servicescape

 Gap 3: The Service Performance Gap
(Not Delivering to Service Designs and Standards)

4.
Deficiencies in human resources policies

Customers who do not fulfill roles

Problems with service intermediaries

Failure to match supply and demand

Gap 4:The Communication Gap
(Not matching Performance to Promises)

Lack of integrated services marketing communications

Ineffective management of customer expectations

Overpromising

Inadequate horizontal communications

 Gaps Model of Service Quality

CUSTOMER
Expected
Service
Customer
Gap
Perceived
Service

External
COMPANY Service Delivery Communications
GAP 4 to Customers
GAP 1 GAP 3
Customer-Driven Service
Designs and Standards

GAP 2
Company Perceptions of
Consumer Expectations