Integrated Gap Model3
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McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Objectives for Chapter 18: The Integrated Gaps Model of Service Quality To ove rvi ew the frame wor k of the boo k an d the gaps mode l of service qualit y To ide ntif y the factors re sponsible for each of the gaps.
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Transcript of Integrated Gap Model3
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Objectives for Chapter 18:
The Integrated Gaps Model of Service Quality
� To overview the framework of the book and thegaps model of service quality
� To identify the factors responsible for each of the
gaps.
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Perceived
Service
Expected
ServiceCUSTOMER
COMPANY
Customer
Gap
GAP 1
GAP 2
GAP 3
ExternalCommunications to
CustomersGAP 4
Service
Delivery
Customer-Driven ServiceDesig
ns and Standards
Company Perceptions of
Consumer Expectations
Figure 18.1
Gaps Model of Service Quality
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Pr i r : Not knowing what customers expect
Pr i r : Not selecting the right service designs and standards
Pr i r : Not delivering to service standards
Pr i r : Not matching performance to promises
Cust m r
Ex ct ti ns
Cust m r
Percepti ns
Figure 18.2
Key Factors Leading to the Customer Gap
Customer
GAP
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Customer Expectations
Company Perceptions of Customer Expectations
Inadequate M arketing Research OrientationInsuffi ient rke ting r esear h
esear h no t f ocused on ser ice qua li t
Inadequate use of arket r esear ch
Lack of Upward CommunicationLack of in ter action between anagement and customer s
Insuff ic ient commun ica tion betw een contact employees
and manager s
Too many layer s betw een contact per sonne l and top
managemen t
Insufficient Relationship FocusLack of market segmen tation
Focus on tr ansactions r ather than r e lationshipsFocus on new customer s r ather than r e lationship
customer s
Inadequate Service Recovery
Figure 18.3
Key Factors Leading to Provider Gap 1
GAP
1
Not knowingWhat consumers
expect
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Customer-Driven ServiceDesigns and Standards
Management Perceptions of Customer Expectations
Poor Service DesignUnsystematic new service development processVague, undefined service designsFailure to connect service design to servicepositioning
Absence of Customer-Driven StandardsLack of customer-driven service standardsAbsence of process management to focus oncustomer requirements
Absence of formal process for setting servicequality goals I nappropriate Physical Evidence and Servicescape
Figure 18.4
Key Factors Leading to Provider Gap 2
GAP
2
Not selecting the
Right service
Designs and
standards
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McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved Service Delivery
Customer-Driven ServiceDesigns and Standards
Deficiencies in Human Resource PoliciesIneff ective r ecr uitment
ole ambiguity and r ole conflict
Poor employee-technology job fit
Inappr opriate evaluation and compensation systemsLack of empower ment, per ceived contr ol and teamwork
Failure to Match Supply and Demand Failur e to smooth peaks and valleys of demand
Inappr opriate customer mi
ver-r eliance on price to smooth demand
Customers Not Fulfilling RolesCustomer s lack knowledge of their r oles and r esponsibilitiesCustomer s negatively impact each other
Problems with Service Intermediaries Channel conflict over objectives and perf or mance
Channel conflict over costs and r ewar ds
ifficulty contr olling quality and consistency
Tension between empower ment and contr ol
Figure 18.5
Key Factors Leading to Provider GAP 3
GAP
3
Not deliveringTo service
standards
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