4 Gap Model of Service Quality

7/24/2019 4 Gap Model of Service Quality

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Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # !

The Gap Model

inService Quality.

- Priyanka Nair


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Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # 2

SERVICE

According to American Marketing Association, services can be definedas activities, benefits and satisfaction which are offered for sale orare provided in connection to sale of goods.

The various sectors that combine together to constitute serviceindustry in ndia are:

Hotels and Restaurants Railways Other Transport & Storage Communication (Post, Telecom) an!ing "nsurance #wellings, Real $state usiness Ser%ices Personal Ser%ices Community Ser%ices

Other Ser%ices


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Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # $

Today's..Customers are choosy !!

Today!s consumer has become increasingly demanding. They not onlywant high "uality products but they also e#pect high "uality customer

service.

$ven manufactured products such as cars, mobile phones and

computers cannot gain a strategic competitive advantage through the

physical products alone.

&rom a consumer!s point of view, customer service is considered very

much part of the product.


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Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # "

With services you can make or break theimpression of a company easiy


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Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # %

Customers compare the service they'experience'

with

What they 'expect' and when it does notmatch the expectation..

G!arises.


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Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # 6

TE "#$ %&E(

The 'ervice (uality Model, also known as the )A* Model, wasdeveloped by *arasuraman, +eithalm and erry in -/. t highlights

the main re"uirements for delivering a high level of service "uality by

identifying five 0gaps1 that can lead to unsuccessful delivery of service.

The aim of this model is to2

dentify the gaps between customer e#pectation and the actual

services provided at different stages of service delivery

3lose the gap and improve the customer service


7/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # 7


8/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # &

"#$ I) TE C*ST&%ER "#$

The Customer "ap) The "ap bet+een CustomerE,pectations and Customer $erceptions

3ustomer e#pectation is what the customer e#pects according to

available resources and is influenced by cultural background, family

lifestyle, personality, demographics, advertising, e#perience with

similar products and information available online.

3ustomer perception is totally sub4ective and is based on the

customer!s interaction with the product or service.


9/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # '

$'CO$ TO OR *+OR *+ "S SOO *OO#

TH-T $.P$RTSR$CO$/# S00

+$-H00 " S- TH$-# "P-SH- S-

R$CO$/#"/*

"T00 +OR *+ST $ *OO#


10/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # !0

$ H-1$ *OO#2-C"'"T"$S, '-T$ST

$3"P$/TS -/# $ST

TR-"/$RS P'S OR #"$TCH-RT "S - H"T

+$-H00 " " /OT -2-/ O2

$.C$RC"S"/*0 S-"/ -#TH-T "/ 4$$5S " CO'#

'OOS$ 6 5"'OS -/#*$T - PH+S"C '"5$

"P-SH- S-


11/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # !!

H+ "S SH$ 'OO5"/*SO SRPR"S$#0 TH$+H-# S-"# "T "/ -# 00OTH$R -S R"*HT

HO/$+ -/# '"$ "STH$ $ST0

OH + *O#00 #O$SSH$ /OT 5/O

TH-T SH$ H-S TO-CT-''+

$.$RC"S$ 0 "/#"-/O$/ #H0



"#$ -) TE /&W(E"E "#$

The no+ed0e "ap) The "ap bet+een Consumer E,pectation and%ana0ement $erception

f a knowledge gap e#ists, it may mean companies are trying to meet

wrong or non5e#isting consumer needs.

n a customer5orientated business, it is important to have a clearunderstanding of the consumer!s need for service.

To close the gap between the consumer!s e#pectations for service and

management!s perception of service delivery will re"uire

comprehensive market research.


13/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # !$

HEY!! I HAVE BEEN WAITING

FOR A LONG TIME NOW, I CAMEHERE FOR A QUICK BITE BUT

YOU TOOK SOO LONG THAT MYOFFICE MUST HAVE CLOSED

BY NOW!

I DONT KNOW WHATHE WANTS..WE HAVE

GREAT FOOD ANDMUSIC TOO

OPENING A FANCY

RESTAURENT NEARAN OFFICE AREAWASNT A GOOD

IDEA


14/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # !"

"#$ 1) TE $&(IC2 "#$

The $oicy "ap) The "ap bet+een %ana0ement $erception andService 3uaity Specification

This gap reflects management!s incorrect translation of the service

policy into rules and guidelines for employees.

This can also include poor service design, failure to maintain andcontinually update their provision of good customer service or simply a

lack of standardi6ation. This gap may see consumers seek a similar

product with better service elsewhere.


15/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # !%

We cae" #$% &'#(ea%#) ) &a*+

%&e (ce a)" )#&e a)%' a** #$

%-e %##!



"#$ 4) TE E(IVER2 "#$

The eivery "ap) The "ap bet+een Service 3uaity Specificationand Service eivery

This gap e#poses the weakness in employee performance.

7rgani6ations with a 8elivery )ap may specify the service re"uired to

support consumers but have subse"uently failed to train their

employees, put good processes and guidelines in action. As a result,employees are ill e"uipped to manage consumer!s needs



H# I a- '$((#'e" %#%e** &- %&a% e "#)%

&ae -$c& '&ee%' a)"%&e *a$)"/ 0$/ "")%

c#-e /e%


18/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # !&

"#$ 5) TE C&%%*/IC#TI&/ "#$

The Communication "ap) The "ap bet+een Service eivery andE,terna Communications

n some cases, promises made by companies through advertising media

and communication raise customer e#pectations. 9hen over5promising

in advertising does not match the actual service delivery, it creates a

communication gap. 3onsumers are disappointed because the promisedservice does not match the e#pected service and conse"uently may

seek alternative product sources.


19/20Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/ Chapter !" # !'

Yeah right! week four and I will belike Sami Gautam..my foot. They

should just write cream instead offairness cream if it doesnt make

fair at all


20/20Slid 2007 b Ch i t h L l k d J h Wi t S i M k ti 6/ Ch t !" 20

STE$S T#T C#/ 6E T#E/ T& C(&SE "#$S

A clear understanding of the target market by market research,interviewing, survey and complaint panel

:elationship marketing is used widely in companies to retain customers

by strengthening relations with them.

'ervice recovery are now used widely in which a well definedcomplaint handling procedure is formed and the emphasis is on

empowering employees to react on the spot, in real time, to fi# the

failure; sometimes it also involves a service guarantee or ways to

compensate the customer for the unfulfilled promise.

More infusion of technology in service operations.

:ecruiting professionals with right skills and attitude, who understand

their role properly.

4 Gap Model of Service Quality

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