PRESENTATION 2

THE GAPS MODEL

Gaps Model of Service Quality
 The GAPS Model of Service Quality
Word-of-mouth
communications Personal needs Past experience
Consumer

Expected service

Gap 5
Perceived service
Gap 1
Service delivery External
communi-
Gap 4 cations to
Marketer

Gap 3 consumers
Customer-driven service
design and standards
Gap 2
Management perceptions
of consumer expectations
Provider Gap 1

CUSTOMER

Customer
expectations

Perceived
Service

COMPANY

Gap 1:
The Listening Gap Company
perceptions of
customer
expectations

2-4
Key Factors Leading to Provider Gap 1

2-5
Provider Gap 2
CUSTOMER

COMPANY Customer-driven
service designs and
standards
Gap 2: The Service
Design and Standards
Company
perceptions of Gap
customer
expectations

2-6
Key Factors Leading to Provider Gap 2

2-7
Provider Gap 3

CUSTOMER

COMPANY Service delivery

Gap 3: The
Service
Customer-driven Performance Gap
service designs and
standards

2-8
Key Factors Leading to Provider Gap 3

2-9
Provider Gap 4
CUSTOMER

Gap 4: The Communication Gap

External
COMPANY Service delivery communications to
customers

2-10
Key Factors Leading to Provider Gap 4

2-11
The Customer Gap

2-12
 TERM PAPER
 Pick a service organization of your choice
 Apply the GAPS model to the management
and marketing of their services
 Identify the weaknesses/challenges in the
management and marketing of their services
 Discuss the possible causes of the challenges
observed
 Suggest possible strategies to remedy the
situation