QUALITY GAPS MODEL

5 dimensions of quality:

Reliability

Responsiveness
Assurance

Tangibles Empathy
Definition of Gap
Analysis

• Formal means to identify and correct

gaps between desired levels and
actual levels of performance

• Used by organizations to analyze

certain processes of any division of
their company

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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

• A gap analysis research

instrument
– created by Parasuraman,
Zeithamel, and Berry
– Introduced in 1988

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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)

1. Lack of Market Research

Orientation;
2. Inadequate upward
communication;
3. Too many levels of
management

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

Service Quality Specifications

SERVQUAL Model Gaps
• Gap 3
– Poor delivery of service quality

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

Service Quality Specifications

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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