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ZBG7 Chapter 2

The document introduces the gaps model of service quality as a framework for understanding service quality in organizations. The model identifies a customer gap between customer expectations and perceptions, as well as four provider gaps that can lead to the customer gap if not addressed: the listening gap, service design and standards gap, service performance gap, and communication gap. The goals of the chapter are to demonstrate how the gaps model can be used for strategic assessment of service quality and identifying issues for specific services.

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Sondos Roshdy
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11 views

ZBG7 Chapter 2

The document introduces the gaps model of service quality as a framework for understanding service quality in organizations. The model identifies a customer gap between customer expectations and perceptions, as well as four provider gaps that can lead to the customer gap if not addressed: the listening gap, service design and standards gap, service performance gap, and communication gap. The goals of the chapter are to demonstrate how the gaps model can be used for strategic assessment of service quality and identifying issues for specific services.

Uploaded by

Sondos Roshdy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
You are on page 1/ 17

Chapter 2-1

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter
Chapter 2-2

Conceptual Framework of the Book:


The Gaps Model of Service Quality 2

▪ The Customer Gap


▪ The Provider Gaps:
▪ 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
▪ Putting It All Together: Closing the Gaps
McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved
Chapter 2-3

Objectives for Chapter 2:


The Gaps Model of Service Quality
▪ Introduce the framework, called the gaps model of service
quality, used to organize this textbook.
▪ Demonstrate that the gaps model is a useful framework for
understanding service quality in an organization.

▪ Demonstrate that the most critical service quality gap to


close is the customer gap, the difference between
customer expectations and perceptions.

▪ Show that four gaps that occur in companies, which we call


provider gaps, are responsible for the customer gap.
▪ Identify the factors responsible for each of the four provider
gaps.

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-4

The Customer Gap

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-5

Key Factors Leading


to the Customer Gap

Customer Customer
Gap Expectations

▪ Provider Gap 1: Not knowing what customers expect

▪ Provider Gap 2: Not having the right service designs and standards

▪ Provider Gap 3: Not delivering to service standards

▪ Provider Gap 4: Not matching performance to promises

Customer
Perceptions
McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved
Chapter 2-6

Gaps Model of Service Quality


▪ Customer Gap:
▪ difference between customer expectations and
perceptions
▪ Provider Gap 1 (Listening 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
McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved
Chapter 2-7

Provider Gap 1

CUSTOMER

Customer
expectations

Perceived
Service

COMPANY

Gap 1:
The Listening Gap Company
perceptions of
customer
expectations

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-8

Key Factors Leading to Provider Gap 1

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-9

Provider Gap 2
CUSTOMER

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

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-10

Key Factors Leading to Provider Gap 2

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-11

Provider Gap 3

CUSTOMER

COMPANY Service delivery


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

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-12

Key Factors Leading to Provider Gap 3

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-13

Provider Gap 4
CUSTOMER

Gap 4: The Communication Gap


External
COMPANY Service delivery
communications to
customers

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-14

Key Factors Leading to Provider Gap 4

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-15

Gaps Model of Service Quality

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-16

Ways to Use Gap Analysis

▪ Overall Strategic Assessment:


▪ How are we doing overall in meeting or
exceeding customer expectations?

▪ How are we doing overall in closing the four


company gaps?

▪ Which gaps represent our strengths and where


are our weaknesses?

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved


Chapter 2-17

Ways to Use Gap Analysis

▪ Specific Service Implementation


▪ Who is the customer? What is the service?

▪ Are we consistently meeting/exceeding


customer expectations with this service?

▪ If not, where are the gaps and what changes are


needed? (Examine gaps 1-4 for this particular
service.)

McGraw-Hill/Irwin © 2018 The McGraw-Hill Companies, All Rights Reserved

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