GAPS MODEL OF SERVICE QUALITYEXAMPLE:MOVIE PLEX

Seven Service Quality Gaps

Management definition of these needs

Customer needs and expectations

CUSTOMER

COMPANY

GAP 1

1. Knowledge Gap

1. Knowledge Gap

• Interaction through social media

• Good CRM practices

CUSTOMER

COMPANY

GAP 2

Customer perceptions of product execution

2. Standards Gap

Management definition of these needs

2. Standards Gap

• Well defined Blueprints• Good Ambience• Cleanliness• Physical Evidence

CUSTOMER

COMPANY

Customer perceptions of product execution

GAP 3

Translation into design/delivery specs

3. Delivery Gap

3. Delivery Gap

Delivery of goods-Movie Plex

• Some customers who negatively impact other customers• Word of mouth communication through friends

4. Internal Communication GapCUSTOMER

COMPANY Advertising and sales promises

GAP 4

Execution of design/delivery specification

4. Internal Communication Gap

Movie Plex

• Lack of education for Customers

• Lack of Internal Marketing

• Absence of customer expectation management through all forms of

communication

5. Perceptions Gap

• Perception of Equality and Fairness

• Premium class with average ticket price

• Seats are relaxing as promised

6. Interpretation Gap

Movie Plex

• Customer expects discount during festive seasons

7. Service Gap

Customer perception of product execution

Customer interpretation of communications

Customer experience relative to expectation

Movie timings

Ticket booking

Waiting lounge area

3:15 3:30 3:45

Cozy and comFortable sofa

Uncomfortable and conjucted

Too much rush and no space to sit

Booking by telephone

Collect before movie

Collect before 30 mins of movie

• Movie started as per timings• Ticketing persons books the ticket without any error• Whenever there is conflict, it is resolved quickly• Screens are fully HD quality• Waiting lounge area and facilities are engaging

• Prepared by:• Darshana Chauhan• Heeral Brijlani• Bhumika Mistry• Lakshman Dangar• Sanjay Vadher

• Guided by:• Prof. Archana Gadhavi