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Conceptual Framework of the Book: The Gaps Model of Service Quality

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McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

Conceptual Framework of the Book: The Gaps Model of Service Quality Chapter 2 Conceptual Framework of the Book: The Gaps Model of Service Quality 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 2-2

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. 2-3

The Customer Gap 2-4

Key Factors Leading to the Customer Gap Customer Expectations Customer Perceptions 2-5

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 2-6

Provider Gap 1 CUSTOMER Customer expectations Perceived Service COMPANY Gap 1: The Listening Gap Company perceptions of customer expectations 2-7

Key Factors Leading to Provider Gap 1 2-8

Provider Gap 2 CUSTOMER COMPANY Customer-driven service designs and standards Gap 2: The Service Design and Standards Gap Company perceptions of customer expectations 2-9

Key Factors Leading to Provider Gap 2 2-10

Provider Gap 3 CUSTOMER Service delivery COMPANY Gap 3: The Service Performance Gap Customer-driven service designs and standards 2-11

Key Factors Leading to Provider Gap 3 2-12

Provider Gap 4 CUSTOMER Gap 4: The Communication Gap External communications to customers COMPANY Service delivery 2-13

Key Factors Leading to Provider Gap 4 2-14

Gaps Model of Service Quality 2-15

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? 2-16

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.) 2-17