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 Objective:

Measuring the Gap between

Customerƞs Expectation

And

Companyƞs perception of Customerƞs Expectation

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 |ervices are deeds, Processes &

Performances.

 It includes all the economic activities

whose outcome is not a physical
product.
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In |ervice Marketing, it is assessment between

 Customerƞs Actual |ervice Experience (Perception)

And

 How customer wish it to be (Expectations)

standards or reference points for comparing the quality.

 The idea is that firms will want to close this gap between
what is expected and what is received to satisfy their
customers and get a service Excellence.
j  

 Gap model focuses on strategies and processes that

firms can employ to drive service excellence while
focusing on customers.

 The central focus of the gaps model is the customer

gap, the difference between customers
expectations and perceptions.

 In order to close this Gap, company needs to close

4 other gaps.
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 ïine In at

ƛ Pizza Hutƞs
ƛ ïominoƞs Pizza
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h. We interviewed about 30-
30-35 customers.

2. In order to obtained Customerƞs perception or

current |atisfaction level of service standards about
both companies.

3. |econd step was to dig out Customerƞs expectations

or the quality level they expect from these
companies.

4. Third step was to determine the relative importance

of each Quality Factor with customerƞs expectation.
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 As customer judge the quality of

service based on multiple factors /
criteria.

 We evaluated Customerƞs requirement

of Quality on five Characteristics /
ïimensions.
(Deliability ïelivering on Promises,
(Deliability
Firmƞs ability to consistently deliver the promised
service dependably and accurately.

For our customers, Deliability is one of the most

important factor also carries the highest relative
Importance.

2) Desponsiveness is the willingness to help customers

and provide prompt service.

In our type of Ơïine Inơ services, speedy service

maters a lot, customer perception quickly changes
if they have to wait longer than the expected time.
3) Assurance: Inspiring Trust and Confidence

 Assurance is Firmƞs effort and ability to create trustworthy

relationship between customers and firm with knowledge and
courtesy of Firmƞs |taff.

 Where Customer think that their interests will be well safe

guarded by company and their risk is minimized.

 In our type of firm, Our customer, perceive Assurance as

Ơgetting full value of their moneyơ and assurance to get the
hygienic food which directly relates to their Family, Friendƞs
Health.
4. Empathy: Providing caring and personalized attention to
make customers feel special and honored by Firm.

 In our Industry, Empathy is prominent feature which

customers look upon and want to be treated special.

Ú &
)  Depresenting the |ervice Physically. Various
Elements are used to enhance service image and signal
quality to customers even before using that service actually.

 In our |ervice, the Ambiance of the restaurants is one of the

most influencing factor to customerƞs perception.
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