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5 dimensions of quality:
Reliability
Responsiveness
Assurance
Tangibles Empathy
Definition of Gap
Analysis
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Service Gap Analysis
• Expected level of service vs.
Actual level of
service provided
• SERVQUAL
- 5 gaps
- 5 dimensions
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SERVQUAL
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SERVQUAL Model
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SERVQUAL Model Gaps
• Gap 1
– The difference between actual
customer expectations and
management’s idea or perception
of customer expectations
M a na ge m e nt E x p e c te d
P e r c e p t io n s S e r v ic e
o f C u s to m e r
E x p e c t a t io n s
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Gap 1
Customer Expectations
(Expected Service)
Managements Perception
of Customer Expectations
SERVQUAL Model Gaps
• Gap 2
– Mismatch between manager’s
expectations of service quality and
service quality specifications
S e r v ic e M an ag em en t
Q u a lit y P e r c e p t io n s
S p e c ific a t io n s o f C u s to m e r
E x p e c t a t io n s
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Gap 2
Management Perceptions of
Customer Expectations
1. Inadequate management
commitment to Service Quality
2. Perception of infeasibility
3. Absence of goal setting
S e r v ic e S e r v ic e
D e liv e r y Q u a lit y
S p e c ific a t io n s
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Gap 3
1. Role ambiguity
2. Role conflict
3. Poor technology
4. Lack of team work
5. Poor employee – job fit
Service Delivery
SERVQUAL Model Gaps
• Gap 4
– Differences between service
delivery and external
communication with customer
S e r v ic e E x te rn a l
D e liv e r y C o m m u n ic a t io n s
to C u s to m e rs
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Gap 4
Service Delivery
1. Propensity to over-
promise
2. Inadequate horizontal
communication
External
Communications
to Customers
SERVQUAL Model Gaps
• Gap 5
– Differences between Expected and
Perceived Quality
E x p e c te d P e r c e iv e d
S e r v ic e S e r v ic e
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Gaps Model
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