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Gaps Model of ServiceQuality

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Expected service

Perceived service

Service delivery

Customer drivenservice design &

standards

Externalcommunications

to customers

Customer

Serviceprovider

Gap 5

Gap 3

Gap 2

Gap 4Gap 1

Customer Gap

Company perceptions ofcustomer expectations

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The difference between customer expectations

from the service and customer perceptions of the

delivered service.

Customer perceptions are subjective assessments of

service experiences. Customer expectations are the

standards against which service experiences are

compared.

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Customer expectations from marketer controlled

factors as well as factors outside the control of the

marketer or service provider such as personal needs,

word of mouth and past experiences

The aim is to reduce Gap 5 by suitable strategic and

tactical actions in marketing, sales, operations and

communications

Unique characteristics of services intangibility,

heterogeneity, inseparability & perishability contribute

to Gap 5

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Expected service

Perceived service

Service delivery

Customer drivenservice design &

standards

Externalcommunications

to customers

Customer

Serviceprovider

Gap 5

Gap 3

Gap 2

Gap 4Gap 1

Customer Gap

Company perceptions ofcustomer expectations

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The difference between customer expectations

of service standards & quality and the service

providers understanding of these expectations

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Inadequate marketing research, research notfocussed on service quality, research findings not

used properly

Lack of upward communication from customers &frontline employees, too many layers

Insufficient relationship focus, lack of market

segmentation, focus on transactions & customer

acquisition rather than on building relationships

Inadequate service recovery

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Expected service

Perceived service

Service delivery

Customer drivenservice design &

standards

Externalcommunications

to customers

Customer

Serviceprovider

Gap 5

Gap 3

Gap 2

Gap 4Gap 1

Customer Gap

Company perceptions ofcustomer expectations

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The difference between service providers

understanding of customer expectations and

development of customer-driven service design &

standards

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Poor / vague / undefined service design,

unsystematic new service development process,

failure to match service design to service positioning

Lack of customer defined standards, lack of focus on

customer requirements, absence of formal process

for setting service quality goals & standards

Lack of attention to physical evidence the

servicescape the packaging of the service

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Expected service

Perceived service

Service delivery

Customer drivenservice design &

standards

Externalcommunications

to customers

Customer

Serviceprovider

Gap 5

Gap 3

Gap 2

Gap 4Gap 1

Customer Gap

Company perceptions ofcustomer expectations

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The discrepancy between development of customer-

driven service standards and actual service delivery

or performance

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Deficiencies in HR policies wrong recruitment, role

ambiguity / conflict, poor employee / technology fit,

evaluation / compensation schemes, empowerment etc

Supply demand gaps, over reliance on pricing strategies

to close gaps

Customers not fulfilling roles (ignorance?) or otherwise

From intermediaries conflicts re objectives,

performance, rewards, empowerment, control etc

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Expected service

Perceived service

Service delivery

Customer drivenservice design &

standards

Externalcommunications

to customers

Customer

Serviceprovider

Gap 5

Gap 3

Gap 2

Gap 4Gap 1

Customer Gap

Company perceptions ofcustomer expectations

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The difference between service providers

external (marketing) communications and servicedelivery

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Absence of integrated marketing communications,

lack of interactive marketing in communications

plan, inadequate internal marketing programme

Over promising physical cues, personal contacts,advertising etc

Gaps in horizontal communications between sales,

marketing and operations Ineffective management of customer expectations

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These centre around

Employees Perceptions of Customers Expectations

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The discrepancy between customers expectations

and employees perceptions of customers

expectations

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The discrepancy between employees perceptions

of customers expectations and management (or

company) perceptions ofcustomersexpectations

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Expected service

Perceived service

Service delivery

Customer drivenservice design &

standards

Company perceptions ofcustomer expectations

Externalcommunications

to customers

Customer

Serviceprovider

Gap 5

Gap 3

Gap 2

Gap 4Gap 1

Customer Gap

Employee perceptions ofcustomer expectations

Gap 7

Gap 6