MKT 4050 Chapter 2 (Gaps Model of Service Quality)

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Services Marketing
Chapter 2
Grade levels:
College: Third year
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1

Customer Gap

the difference between customer expectations and perceptions.

2

Customer Expectations

beliefs about service delivery that serve as standards or reference points against which performance is judged

3

Customer Perceptions

how they assess whether they have experienced quality service and whether they are satisfied.

4

Provider Gap 1: the listening gap

the difference between customer expectations of service and the company's understanding those expectations.

5

Provider Gap 1: causes

lack of understanding of expectations, inadequate customer research orientation, lack of upward communication, and lack of service recovery.

6

Closing Provider Gap 1

research strategies, build relationships, and recover strategies.

7

Provider Gap 2: the service design and standards gap

the difference between company understanding of customer expectations and the development of customer driven standards.

8

Provider Gap 2: causes

intangible, poor service design, absence of customer driven standards, and inappropriate physical evidence and servicescape.

9

Closing Provider Gap 2

customer-defined service standards

10

Provider Gap 3: the service performance gap

the discrepancy between the development of customer-driven service standards and actual service performance by company employees.

11

Provider Gap 3: causes

deficiencies in human resource policies, failure to match supply and demand, customers not fulfilling roles, and problems with service intermediaries.

12

Closing Provider Gap 3

ensuring that all the resources needed to achieve the standards are in place

13

Provider Gap 4: the communication gap

illustrates the difference between service delivery and the service provider's external communication.

14

Provider Gap 4: causes

lack of integrated services marketing communication, ineffective management of customer expectations, over-promising, inadequate horizontal communications, and inappropriate pricing.

15

Closing Provider Gap 4

effectively coordinating actual service delivery with external communications.