The document provides an analytical report on the Punjab Emergency Service (Rescue 1122) in Bahawalpur, Pakistan. It explores the seven gaps of the GAPS model in evaluating Rescue 1122's emergency services. While Rescue 1122 faces limitations due to inadequate government support, the organization strives to provide quality emergency care with limited resources. The report concludes that rural communities would benefit from improved awareness of Rescue 1122's services and recommends the government increase funding to help the organization upgrade facilities and training to better serve the public.

1. Report on Punjab Emergency Service (Rescue 1122)
Significance of Services Quality in terms of GAPS model
An Analytical Study
On
Punjab Emergency Service
(Rescue 1122)
Submitted by:
Waqar Sharif 043
Maheen Tufail 018
Iqra Rasheed 013
Waheed Ahmad 041
Afsheen Idrees 003
BBA 7th
M1 Marketing (2012-2016)
The Islamia University of Bahawalpur
Department of Management Sciences

2. Report on Punjab Emergency Service (Rescue 1122)
Abstract
The aim of this report is to explore all seven gaps of GAPS model that will provide viewpoint based
on research feedback from Rescue 1122, Bahawalpur. Data purely collected from local customers,
management and staff of Sub office Rescue 1122 Bahawalpur, where some data also taken from
different research articles on Punjab Emergency Service as reference for nationwide performance of
Rescue 1122. Apart from emergency services provided by Rescue 1122, this research article has
compare and contrast the services with its rival’s. The report has also highlighted the performance of
the Rescue 1122 Bahawalpur. After the discussion on the business based on GAPS model, we
recommended few suggestions that would be helpful for Rescue 1122.
Keywords: Rescue 1122, GAPS Model, Punjab Emergency Services, Bahawalpur.
Introduction
This report will explore the terms of all seven gaps of GAPS model of services in perception of
emergency services provided by Rescue 1122 in Bahawalpur. Background section of this report will
describe the history, origin and aim to start emergency business by Rescue 1122. Next section of this
report will explain service marketing and GAPS model. There are some live moments captured of our
group members with Rescue 1122 team in this report and the end section will deal with conclusion
and recommendations to Rescue 1122.

3. Report on Punjab Emergency Service (Rescue 1122)
Background
Dr. Rizwan Naseer is the current Director General of Rescue 1122 Pakistan. It was started in 2006.
After the success of the Lahore Pilot Project launched in 2004, Rescue 1122 is operational in all
Districts of Punjab with a population of over 80 million and providing technical assistance to other
Provinces of Pakistan. Rescue 1122 includes Emergency Ambulance, Rescue & Fire services and a
Community Safety program. It was an initiative step taken by in government of Prime Minister
“Choudary Parvaiz Ellahi”.
Rescuer's Oath:
• I solemnly affirm to serve the Punjab Emergency Service with complete devotion and honor
the physical and judicial laws of Allah, Service and man. I shall always be polite and treat all victims
without any discrimination of caste, region, color or religion.
• I shall also share my knowledge with those who may benefit from what I have learnt and shall
not participate in any mischievous or political activity nor shall I instigate anyone for it.
• Whenever, I enter any premises, my aim shall purely be to rescue, treat, prevent or manage an
emergency as the need may be and I shall never disclose any personal information of the victim to
anyone unless required by law.
• I shall obey all the orders given to me by my seniors and shall go through land, air or sea,
whenever I am ordered to do so to rescue or save human lives even if it endangers my own life.
• May God give me the strength to help make a better world for all humanity and should I
trespass or violate this Oath, May the reverse by my lot!
So help me Allah!

4. Report on Punjab Emergency Service (Rescue 1122)
Scope
Data purely collected from patients, management and staff of Rescue 1122 Bahawalpur. So, the
implications of the results are just for Bahawalpur.
Significance
Rescue 1122 is the biggest emergency humanitarian service of Pakistan with infrastructure in all 36
districts of Punjab and is providing technical assistance to other provinces. Rescue 1122 has rescued
over 3.73 million victims of emergencies through its emergency Ambulance, Rescue & Fire services
and Community Emergency Response Teams while maintaining its average response time of 7
minutes and standards in all districts of Punjab province with population of over 80 million.
The Punjab Emergency Service Act was promulgated in 2006 to provide legal cover to the Emergency
Services Reforms initiated in 2004 from Lahore. Start of Rescue 1122 was necessitated by failure of
repeated attempts to revitalize and modernize the old organizations mandated for emergency
management. Now as a result of the performance of Rescue 1122 during emergencies and disasters in
recent years, it has also been notified as the Disaster Response Force by the Provincial Disaster
Management Authority (PDMA), Government of the Punjab.
The District Emergency Officer is responsible for the day to day operational management and
administration of the Service in the Districts under the supervision of District Coordination Officer
who is also the Chairman of the District Emergency Board. The Board has become an effective
organization for improving inter-departmental coordination and prevention of emergencies based on
review of emergency data. The Director General who is the Chief Executive Officer of the
organization is mainly responsible for overall operations, monitoring to ensure uniformity & quality
amongst districts, recruitment & training, research, planning and development.
Rescue 1122 is not just providing the emergency victims with the basic right to timely emergency
care but believes in “saving lives and changing minds”. This is vividly reflected in the mission
statement of the Service which is “development of safer communities through establishment of an
effective system for emergency preparedness, response and prevention”.

5. Report on Punjab Emergency Service (Rescue 1122)
In order to establish safer communities, Rescue 1122 is implementing the Community Safety Program
which includes capacity building of community emergency response teams, school safety program,
training of citizens in life saving skills and collaboration with Chamber of Commerce & Industries for
fire and work safety. The details of Community Emergency Response Teams and citizens trained in
Life Saving Skills are attached.
Emergency Services Academy has been established for sustainable human resource development in
the field of emergency management which has been long neglected in Pakistan. This Academy is now
imparting training not only to the emergency officials of Punjab but also to other provinces of
Pakistan. The Academy imparts training in the fields of emergency medical training, fire-fighting, fire
prevention & investigation, urban search & rescue, high angle rescue, confined space rescue, water
rescue and other emergency management skills.
Competitors and Rivals
There are no as such competitors of Rescue 1122 because it is a government’s based provided
free service. Yes, we can assume FIF Ambulance service as a competitor which is launched
by Jammat-ud-dawa of Pakistan but it takes charges per kilometer. Hence, if there is any
competitor of Rescue 1122 but It is amazing service & free of cost. People always prefer to
get helped by it.
Discussion on the business based on GAPS model (all 7 gaps)
Gap 1:
Rescue 1122 is a public service. Pakistan is an under developed country. In a country like Pakistan we
experience gap in this aspect. There is a lot of room for improvement.

6. Report on Punjab Emergency Service (Rescue 1122)
 Inadequate marketing research: when this service is just established the quality is fully
studied. But as the time passes the government of Pakistan is taking this service for granted.
Leaving the team with less efficient resources. Government should give its full attention to
this right of public to be provided with this service.
 Lack of upward communication: the medical officer in rescue 1122 told us about the
negligence of government regarding this service. He told us the situation by saying that every
political party has his own area of interest to invest on. Rescue 1122 is considered as an extra
burden for the government. As every single call for help cost for average 8000-9000 to them
providing them almost no earning.
 Insufficient relationship focus: this service is totally based on maintaining good relationship
and public service. The medical officer told us about his static salary situation. But still they
are satisfied with the job.
 Inadequate service recovery: they listen to the complaints of the victims. But once again
due to the negligence of government they cannot help the gaps. But still they are giving their
best to satisfy the patient. Life of the patient is their only priority. The medical team learned
to work in limited resources.
Gap 2:
Rescue 1122 has been facing the problems regarding this gap. The performance of their service
depends on the funds and appreciation provided by the government of Pakistan. Following are the
points which are studied under gap 2:
 Poor service design: As more and more people are moving to the cities. People are more
aware and educated. They demand more from rescue team. More people call them for help.
There is always room for improvement. To cope up with the changing priorities and interests
of people there arises need to reshape the services.
 Absence of customer driven standards: Due to negligence of government, the customer
driven standards are not considered. But still the team of rescue 1122 is giving its maximum
efforts to provide the best they can. Due to their efforts rescue 1122 is at 2nd best service
providers of Pakistan according to recent statistics.
 Inappropriate physical evidence and service-escape: once again due to government
negligence, rescue is facing problems in its further development. But the team is expecting
good for the future now. In some next coming years they are hopeful about getting new
equipment and techniques to instantly treat their patient.
Gap 3:
Rescue 1122 is only brand which is providing services in emergency situation. People are very much
biased toward their service. Following are some points in this aspect:
Deficiencies in HR policies:
Their recruitment process is very specialized and systematic. There are proper testing systems and
interviews. Apart from this system, they arrange training sessions for their employs. To provide
information about new equipment, the management provides their employs full training staff and
delivers lectures.

7. Report on Punjab Emergency Service (Rescue 1122)
On the other hand employs are less encouraged regarding their salary ranks. So they are unsatisfied
with their salaries and compensation given to them.
Gap 4:
Rescue 1122 does not market their service in public. The medical officer told us that there is a need to
provide information and knowledge in the rural areas. There are a lot of mishaps which need their
service but due to limited knowledge people are not able to utilize this service. So this gap needed to
be filled by marketing their service in a proper way to educate the common public.
The sole marketing they enjoy is through personal contacts and word of mouth. They need to be
marketed well for the public to be aware.
Gap 5:
Rescue 1122 is the one service on which victims rely with their full heart. People prefer their instant
treatment rather than other medical facilities of doctor. People trust on their treatments because they
are specially design to provide services in emergencies. Gap of this type arise only in situation where
the patient or victim is worried or calling for the first time. But those victims who have experienced
their services before are fully convinced about the time they take for response.
Gap 6:
This gap arises when employee does not have proper information about its customer. Both the
customers and employs are inefficient in knowing each other. In a service like rescue 1122 this gap is
present because there is no proper implementation about the improvements which are to be done.
Gap 7:
Rescue 1122 is Public Service Company. Management expectations are high about providing what
they offer. But the employs due to lack of their salaries and benefits are less enthusiastic about it.

8. Report on Punjab Emergency Service (Rescue 1122)
A Group Selfie!!!
Conclusion
Rescue 1122 service no doubt doing their best to assist people in need and danger. But their service is
only fruitful in case when they are called at right time. But in our rural areas where people are mostly
uneducated or little educated they are unaware of such blessings. So they are not getting much benefit
of these services. For making rural people more secure and advantageous of the rescue service, there
is need to make rescue service calling phenomenon easier, and user friendly. There is need anything
like having no usability problem or complex mobile handling.
Our proposed solution is expected to provide our rural illiterate user a system having more usability
and with less cognitive burden while dealing with it. There must be something like one button pushed
and rescue services at the door like police, ambulance, fire brigade or what so ever it may be within
minimum possible time and effort. Here the needy person only have to reach the device and push the
button relevant to his requirement on that mobile like device without any extra effort of number
dialing or finding for someone’s contact number.
Report has concluded that the Rescue 1122 sector ignored by Government of Pakistan for many years.
Rescue 1122 has outdated resources but rescue 1122 team have true spirits to save the life of people.
It is difficult for rescue 1122 team to secure the victims with limited and outdated resources. With
limited resources their team is serving people better than others.

9. Report on Punjab Emergency Service (Rescue 1122)
Recommendation
 In the start of this service people were unaware about rescue 1122. Now 11 year has
been completed of this service. As we now that Population is increasing day by day.
Now the people are aware from this service. Now this is one of the best rescue services
in the Pakistan. Unfortunately this government is not cooperating with this service
provider because of political issues. As this is one of the best free recue service in
Pakistan, government should cooperate.
 With the increase of population traffic also has increased and chances of accidents
also……so they need more vans to cover the area to save the victims or injured people
in accidents.
 To improve the service more staff and there training is needed to work efficiently.
 As this is the time of modern era, new diseases have come and for this purpose they
need advanced medicines to overcome the diseases.
 Government should provide the modern operating devices and modern medical
machinery so they work efficiently.
 They say that if mini hospitals facilities arranged in their office then they can provide
better services.
 There should be extra budget for the maintenance of vehicles.
 Government should increase the salaries of such a nice people those who spending
their life in the service of humanity.
 Government should take some steps to improve and provide all the facilities that they
need in saving the people.
 Government should give extra bonuses for the employees to motive them.
References:
http://www.rescue.gov.pk/
http://www.pakistancgp.blogspot.com/2012/08/rescue-1122.html/
www.maati.tv/tag/history-of-rescue-1122/
http://www.dawn.com/news/884175/cover-story-rescue-1122-real-life-heroes