Service quality Gap model

1. An Assignment
On
Service Marketing
Topic: Service Quality gap model of Z.H. Sikder University of
Science & Technology
SubmittedTo
Shahrima Juthi
Lecturer,
Faculty of Business Administration
Z. H. Sikder University of Science & Technology
Submitted By
‘INVINCIBLE’
Program- B.B.A Batch- 1st
Department of Business Administration
Date of Submission: 17th November 2015
Z.H. Sikder University of Science & Technology

2. Service: Berry defines;service as act, deeds,& performance.
American Marketing Association(AMA): define service as activities, benefits or
satisfaction that are offeredforsale, or provided in connection with the sale of
goods.
What is quality?
In the words of crosby: Quality is conformance to requirements.
ASQC Define: Quality is the totality of features and characteristics of a product, or service that
bear on it’s ability to satisfy stated or implied needs.
 Fully satisfy customer requirements at the lower cost.

3. What is service quality?
An assessmentof how well a delivered serviceconforms to the client's
expectations. Service business operators often assess the servicequality provided to
their customers in order to improvetheir service, to quickly identify problems, and to
better assess client satisfaction.
Service quality Dimensions:
• Reliability: ability to perform the promise service dependablyand accurately.
• Responsiveness: willingness to help customers and provide prompt service.
• Assurance: employee's knowledge and courtesyand their ability to inspire
trust and confidence.
• Empathy: caring, individualized attention given to customers.
• Tangibles: appearance to physical facilities, equipment, personnel,and
written materials.

4. 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.

5. Gaps of Z.H. Sikder University of science & Technology
• We found various gaps between Students expectations & Perceptions.That is
called customergap. We made some questionnaires and completed aface to
face interview. Many students are satisfied with University services and some
are dissatisfied.
• Some important gaps are discussed below through help of
“Pie Chart and Bar Diagram”
• We made percentage about how many students are satisfied
and how many are dissatisfied.
 Our Survey found these Gaps
 Computer& Internet Problem (80% students dissatisfiedwith Computer&
internet)
 Transportation/BUS problem (50% students need transportation)
 Engineering Lab problem ( Many complaints about Lab)
 Wash room problem (90% students complaint about wash room)
 Chair table problem (305 students said our has chair lacking)
 Experienced Teacherlacing (40% respondentsaid)
 Library problem (80% students said there has lack of Books)
 Teacher turnover (50% students said here has teacher turnover problem)
 Standard of Education (25% students has questions about standard of
education)
 Commonroom Problem (80% students has complaints about Commonroom)

6.  Service quality gaps of Z.H. Sikder University of
Science & Technology
Figure: Graphical presentation (Bar Diagram) of different gaps of ZHSUST
0
10
20
30
40
50
60
70
80
90
100
Library problem
Teacher turnover
Standard of
Education
Common room
Computer &
Internet
Transportation
WashRoom
Experienced
Teacher
Lab problem

7. Figure: Pic Chart of Gap Model
Customer gap:
◦ Difference between expectations and perceptions
 Provider Gap
There are 4 types of provider gap:
 Provider gap 1:
◦ Not knowing what customers expect
 Provider gap 2:
◦ Not selecting the right service designs and standards
 Provider gap 3:
◦ Not delivering to service standards
 Provider gap 4:
◦ Not matching performance to promises
• Provider gap1 is also known as- (The knowledge gap)
• Provider gap2 is knowsas- (The service design & standardgap)
Library problem, 80
Teacher turnover, 50
Standard of
Education,25
Common room, 80
Computer & Internet,
80
Transportation,50
WashRoom, 90
Experienced Teacher,
40
Lab
problem,
50

8. • Provider gap3 also known as- (The service performance gap)
• Provider gap4 also known as- (The communication gap)
Closing the gap (Recommendations)
 Gap 1: Learn what customers expect
 Gap 2: Establish the right service quality standards
 Gap 3: Ensure that service performance meets standards
 Gap 4: Ensure that delivery matches promises
Closing Gap1
 Use research, complaint analysis, customer panels
 Increase direct interactions between managers and customers
 Improve upward communications
 Act on information and insights
Closing Gap2
 Top management commitment to providing service quality
 Set, communicate, and reinforce customer-oriented service
standards
 Establish challenging and realistic service quality goals
 Train managers to be service quality leaders
 Be receptive to new ways to deliver service quality
 Measure performance of service standards and provide regular
feedback
 Reward managers and employees for achievement of quality goals
Closing gap3
 Attract the best employees
 Select the right employees
 Develop and support employees
◦ train employees
◦ provide appropriate technology & equipment
◦ encourage and build teamwork
◦ empower employees

9. ◦ internal marketing
Closing Gap4
 Seek input from operations personnel on what can be done
 ‘Reality’ advertising
◦ real employees,real customers,real situations
 Seek input from employees on advertising
 Gain communications between sales, operations and customers
 Internal marketing programs

 Ensure consistent standards in multi-site operations
 In advertising, focus on service characteristics that are important to
customers
 Manage customer’s expectations
◦ What are realistic expectations?
◦ Explain industry realities
THANK YOU