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Gap Analysis Gap Analysis

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Page 1: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Gap AnalysisGap Analysis

Page 2: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Table of ContentsTable of Contents

• Definition of Gap AnalysisDefinition of Gap Analysis

• Service Gap AnalysisService Gap Analysis• SERVQUALSERVQUAL

– Gaps ModelGaps Model– Dimension ModelDimension Model

• Real World Gap AnalysisReal World Gap Analysis• ISO 9001 2000ISO 9001 2000

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Page 3: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

DefinitionDefinition of Gap of Gap AnalysisAnalysis

• Formal means to identify and correct Formal means to identify and correct gaps between desired levels and actual gaps between desired levels and actual levels of performancelevels of performance

• Used by organizations to analyze certain Used by organizations to analyze certain processes of any division of their processes of any division of their companycompany

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Page 4: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Service Gap AnalysisService Gap Analysis

• Expected level of service vs. Expected level of service vs. Actual level of service Actual level of service providedprovided

• SERVQUALSERVQUAL

- 5 gaps- 5 gaps

- 5 dimensions- 5 dimensions

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Page 5: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

SERVQUALSERVQUAL

• A gap analysis research instrument A gap analysis research instrument – created by Parasuraman, Zeithamel, created by Parasuraman, Zeithamel,

and Berryand Berry– Introduced in 1988Introduced in 1988

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Page 6: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

SERVQUAL ModelSERVQUAL Model

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Page 7: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

SERVQUAL Model GapsSERVQUAL Model Gaps• Gap 1Gap 1

– The difference between actual The difference between actual customer expectations and customer expectations and management’s idea or perception of management’s idea or perception of customer expectations customer expectations

M a na ge m e ntP e rcep tio nso f C u sto m erE xp ec ta tio ns

E xpe ctedS e rv ice

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Page 8: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

SERVQUAL Model GapsSERVQUAL Model Gaps

• Gap 2Gap 2– Mismatch between manager’s Mismatch between manager’s

expectations of service quality and expectations of service quality and service quality specificationsservice quality specifications

S erviceQ u a lity

S p ec ifica tion s

M an ag em en tP ercep tion so f C u s tom erE xp ec ta tion s

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Page 9: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

SERVQUAL Model GapsSERVQUAL Model Gaps

• Gap 3Gap 3– Poor delivery of service qualityPoor delivery of service quality

S erviceD e live ry

S erviceQ u a lity

S p ec ifica tion s9

Page 10: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

SERVQUAL Model GapsSERVQUAL Model Gaps

• Gap 4Gap 4– Differences between service delivery Differences between service delivery

and external communication with and external communication with customercustomer

S e rv iceD e live ry

E x te rn a lC o m m u n ica tio ns

to C u sto m e rs

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Page 11: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

SERVQUAL Model GapsSERVQUAL Model Gaps

• Gap 5Gap 5– Differences between Expected and Differences between Expected and

Perceived QualityPerceived Quality

E xp ec tedS ervice

P erce ivedS ervice

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Page 12: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Gaps ModelGaps Model

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Page 13: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Gaps ModelGaps Model

• There are 22 items which can be ratedThere are 22 items which can be rated– i.e. modern looking equipment, prompt i.e. modern looking equipment, prompt

service, understanding of needs, etc.service, understanding of needs, etc.

• These items are broken up into 5 These items are broken up into 5 dimensions:dimensions:

• TangiblesTangibles (Items 1-4) (Items 1-4)• ReliabilityReliability (Items 5-9) (Items 5-9)• Responsiveness Responsiveness (Items 10-13) (Items 10-13)• AssuranceAssurance (Items 14-17) (Items 14-17)• EmpathyEmpathy (Items 18-22) (Items 18-22)

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Page 14: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Gaps ModelGaps Model

• Perceptions and Expectations are Perceptions and Expectations are given a rating for certain given a rating for certain dimensionsdimensions– Ratings scaleRatings scale

• 1 (Strongly Disagree) to 7 (Strongly 1 (Strongly Disagree) to 7 (Strongly Agree)Agree)

• Average expectation rating is then Average expectation rating is then subtracted from the average subtracted from the average perception ratingperception rating

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Page 15: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Gaps ModelGaps Model

• High High Training neededTraining needed

negative negative = in certain = in certain

ratingrating dimension dimension

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• High High Dimension is OK,Dimension is OK, positive positive == no training no training rating rating needed needed

Page 16: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Gaps Model ExampleGaps Model Example

For Example:For Example:• If a survey was taken which showed the If a survey was taken which showed the

averages for each dimension is as follows:averages for each dimension is as follows:DimensionDimension Perception AveragePerception Average Expectation Expectation

AverageAverageTangiblesTangibles 5.4 5.4 2.4 2.4ReliabilityReliability 5.6 5.6 4.6 4.6ResponsivenessResponsiveness 3.2 3.2 3.5 3.5AssuranceAssurance 6.2 6.2 3.4 3.4EmpathyEmpathy 2.8 2.8 4.2 4.2

• What dimension should be emphasized?What dimension should be emphasized?

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Page 17: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Gaps Model ExampleGaps Model Example

• Perception – Expectation = DifferencePerception – Expectation = Difference– Tangibles: Tangibles: 5.4 - 2.4 = 3.05.4 - 2.4 = 3.0– Reliability:Reliability: 5.6 - 4.6 = 1.05.6 - 4.6 = 1.0– Responsiveness:Responsiveness: 3.2 - 3.5 = -0.33.2 - 3.5 = -0.3– Assurance:Assurance: 6.2 - 3.4 = 2.86.2 - 3.4 = 2.8– Empathy:Empathy: 2.8 - 4.2 = -1.42.8 - 4.2 = -1.4

• EmpathyEmpathy has the lowest rating therefore has the lowest rating therefore it is the dimension where training should it is the dimension where training should be emphasized the most. A focus should be emphasized the most. A focus should also be placed on also be placed on ResponsivenessResponsiveness because of its negative rating.because of its negative rating.

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Page 18: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Applications of Gap Applications of Gap AnalysisAnalysis

• ISO 9001 2000ISO 9001 2000

• Praxiom Research Group LimitedPraxiom Research Group Limited

• Process ApproachProcess Approach

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Page 19: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

ISO 9001 2000ISO 9001 2000Gap Analysis ToolGap Analysis Tool

• Phase 1: Identify GapsPhase 1: Identify Gaps

• Phase 2: Fill GapsPhase 2: Fill Gaps

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Page 20: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

ISO 9001 2000ISO 9001 2000Gap Analysis ToolGap Analysis Tool

Identify Gaps:Identify Gaps:• Tool lists the five sets of requirements Tool lists the five sets of requirements

from the ISO 9001 2000 as questionsfrom the ISO 9001 2000 as questions– SystematicSystematic– ManagementManagement– ResourceResource– RealizationRealization– AnalyticalAnalytical

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Page 21: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

ISO 9001 2000ISO 9001 2000Gap Analysis ToolGap Analysis Tool

Identify Gaps:Identify Gaps:• Three answers are possible for each Three answers are possible for each

question:question:– YesYes – organization has met one of ISO’s – organization has met one of ISO’s

requirementrequirement– NoNo – points to a gap – points to a gap– N/AN/A – question is not applicable to situation – question is not applicable to situation

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Page 22: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

ISO 9001 2000ISO 9001 2000Gap Analysis ToolGap Analysis Tool

Identify Gaps:Identify Gaps:• Each time “NO” is answered, there is a Each time “NO” is answered, there is a

column to help organization identify column to help organization identify which processes need to be fixedwhich processes need to be fixed

• 22 total processes which can be fixed22 total processes which can be fixed

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Page 23: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

ISO 9001 2000ISO 9001 2000Gap Analysis ToolGap Analysis Tool

Fill Gaps:Fill Gaps:• Preparation and Implementation of Preparation and Implementation of

System Development FormsSystem Development Forms• Each of the 22 processes listed in Each of the 22 processes listed in

Phase One has a system Phase One has a system development formdevelopment form

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Page 24: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

ISO 9001 2000ISO 9001 2000Gap Analysis ToolGap Analysis Tool

Fill Gaps:Fill Gaps:• These system development forms are These system development forms are

used to prepare used to prepare System Development System Development PlansPlans

• The Gap Analysis questions are turned The Gap Analysis questions are turned into into action statementsaction statements

• These action statements formulate These action statements formulate remedial actionsremedial actions which will fill in the gaps which will fill in the gaps

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Page 25: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

ISO 9001 2000ISO 9001 2000Gap Analysis ToolGap Analysis Tool

Fill Gaps:Fill Gaps:• Once all actions are performed and Once all actions are performed and

gaps are filled, the organization will gaps are filled, the organization will have a have a

ISO 9001 2000 compliantISO 9001 2000 compliantQuality Management SystemQuality Management System

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Page 26: Gap Analysis. Table of Contents Definition of Gap AnalysisDefinition of Gap Analysis Service Gap AnalysisService Gap Analysis SERVQUALSERVQUAL –Gaps Model

Summary of Gap Summary of Gap AnalysisAnalysis

• Gaps can be found in any process of an Gaps can be found in any process of an organization’s operationsorganization’s operations

• Tools like SERVQUAL, Two-Dimensional Tools like SERVQUAL, Two-Dimensional Analysis, and ISO 9001 2000 can all be Analysis, and ISO 9001 2000 can all be used to perform gap analysisused to perform gap analysis

• Gap Analysis is one of the best Gap Analysis is one of the best procedures to help lead a company to procedures to help lead a company to not only improve their processes, but not only improve their processes, but recognize which processes are in need recognize which processes are in need of improvement.of improvement.

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