1. INTEGRATED GAPS
MODEL OF SERVICE
QUALITY
Closing the Gap Between Customer and
Group 5 Service Providers

2. Gaps Model of Service
Customer
GAP 1 GAP 2 GAP 3 GAP 4 Service Delivered
Expectation
 GAP 1 :Not knowing what the customers expect
 GAP 2: Not selecting the right service design &
standards
 GAP 3: Not Delivering to service standards
 GAP 4: Not matching performance to promises

3. CUSTOMER
Expected
Service
Custome
r Gap
Perceived
Service
EXTERNAL
Service Delivery
Communications
Gap 1 Gap 4 to customers
Gap 3
Customer-driven
service design &
standards
Gap 2
Company
perceptions of
Consumer
expectations
COMPANY / SERVICE PROVIDER

4. GAP Not Knowing What Customers
1: Expect
Customer Expectation
 Inadequate Market Research Orientation
 Lack of Upward Communication
 Insufficient Relationship Focus
 Inadequate Service Recovery Mechanisms
Company Perceptions of Customer Expectations

5. GAP Not Having the Right Service
2: Quality Design & Standards
Customer – Driven service designs and standards
 Poor Service Design
 Absence of customer-defined standards
 Inappropriate physical evidence and
‘Servicescape’
Management Perceptions of Customer
Expectations

6. GAP Not Delivering to Service
3: Standards
Service Delivery
 Deficiencies in human resource policies
 Failure to match supply and demand
 Customers not fulfilling roles
 Problems with service intermediaries
Customer driven service designs and standards

7. GAP Not matching Performance to
4: Promises
Service Delivery
 Lack of integrated services marketing
communications
 Ineffective management of customer expectations
 Overpromising
 Inadequate horizontal communications
External communications to customers

8. THANK YOU