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7 Sm Gaps Model

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The Gaps Model proposes that there are 5 gaps between a customer's expected service and their perceived service. Gap 1 is between customer expectations and a company's understanding of those expectations. Gap 2 is between a company's understanding and their service design standards. Gap 3 is between service standards and actual service delivery. Gap 4 is between a company's marketing communications and the service delivered. Gap 5 is between customer expectations and their perceptions of the service received. More recently, 2 additional gaps were proposed regarding employees' perceptions of customer expectations.

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SERVICES MARKETING Gaps Model of Service Quality
The Gaps Model was proposed by A Parasuraman, Valarie Zeithaml and LL Berry in 1985 in the Journal Of Marketing
Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
Gap 5 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.
Gap 5 ,[object Object],[object Object],[object Object]
Provider Gap 1 The difference between customer expectations of service standards & quality and the service provider’s understanding of these expectations
Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
Provider Gap 1 – Reasons ,[object Object],[object Object],[object Object],[object Object]
Provider Gap 2 The difference between service provider’s understanding of customer expectations and development of customer-driven service design & standards
Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
Provider Gap 2 – Reasons ,[object Object],[object Object],[object Object]
Provider Gap 3 The discrepancy between development of customer-driven service standards and actual service delivery or performance
Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
Provider Gap 3 – Reasons ,[object Object],[object Object],[object Object],[object Object]
Provider Gap 4 The difference between service provider’s external (marketing) communications and service delivery
Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
Provider Gap 4 – Reasons ,[object Object],[object Object],[object Object],[object Object]
Current thinking: More Gaps An extension of the Gaps Model has been put forward by Dr Arash Shahin. Two more gaps have been proposed. These centre around “Employees’ Perceptions of Customers’ Expectations”
Gap 6 The discrepancy between customers’ expectations and employees’ perceptions of customers’ expectations
Gap 7 The discrepancy between employees’ perceptions of customers’ expectations and management (or company) perceptions of customers’ expectations
Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap Employee perceptions of customer expectations Gap 7 Gap 6

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7 Sm Gaps Model

  • 1. SERVICES MARKETING Gaps Model of Service Quality
  • 2. The Gaps Model was proposed by A Parasuraman, Valarie Zeithaml and LL Berry in 1985 in the Journal Of Marketing
  • 3. Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
  • 4. Gap 5 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.
  • 5.
  • 6. Provider Gap 1 The difference between customer expectations of service standards & quality and the service provider’s understanding of these expectations
  • 7. Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
  • 8.
  • 9. Provider Gap 2 The difference between service provider’s understanding of customer expectations and development of customer-driven service design & standards
  • 10. Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
  • 11.
  • 12. Provider Gap 3 The discrepancy between development of customer-driven service standards and actual service delivery or performance
  • 13. Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
  • 14.
  • 15. Provider Gap 4 The difference between service provider’s external (marketing) communications and service delivery
  • 16. Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap
  • 17.
  • 18. Current thinking: More Gaps An extension of the Gaps Model has been put forward by Dr Arash Shahin. Two more gaps have been proposed. These centre around “Employees’ Perceptions of Customers’ Expectations”
  • 19. Gap 6 The discrepancy between customers’ expectations and employees’ perceptions of customers’ expectations
  • 20. Gap 7 The discrepancy between employees’ perceptions of customers’ expectations and management (or company) perceptions of customers’ expectations
  • 21. Expected service Perceived service Service delivery Customer driven service design & standards Company perceptions of customer expectations External communications to customers Customer Service provider Gap 5 Gap 3 Gap 2 Gap 4 Gap 1 Customer Gap Employee perceptions of customer expectations Gap 7 Gap 6
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