2-1 The Gaps Model of Service Quality  The Customer Gap  The Provider Gaps:  Gap 1 – The Listening Gap  not knowing what customers expect  Gap 2 –

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2-1 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 Design and Standards Gap  not having the right service designs and standards  Gap 3 – The Performance Gap  not delivering to service standards  Gap 4 – The Communication Gap  not matching performance to promises  Putting It All Together: Closing the Gaps Chapter2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2-2 The Customer Gap

2-3 Customer Expectations Customer Perceptions Key Factors Leading to the Customer Gap Customer Gap

2-4 Gaps Model of Service Quality  Customer Gap:  difference between customer expectations and perceptions  Provider Gap 1 (Knowledge 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

2-5 Company Perceptions of Consumer Expectations Expected Service CUSTOMER COMPANY Gap 1: The Listening Gap Provider Gap 1 Perceived Service

2-6 Key Factors Leading to Provider Gap 1

2-7 CUSTOMER COMPANY Gap 2: The Design and Standards Gap Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Provider Gap 2

2-8 Key Factors Leading to Provider Gap 2

2-9 CUSTOMER COMPANY Service Delivery Gap 3: The Performance Gap Customer-Driven Service Designs and Standards Provider Gap 3

2-10 Key Factors Leading to Provider Gap 3

2-11 CUSTOMER COMPANY External Communications to Customers Gap 4: The Communication Gap Provider Gap 4 Service Delivery

2-12 Key Factors Leading to Provider Gap 4

2-13 Gaps Model of Service Quality

2-14 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?

2-15 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.)