Gap Model Case Study

Parasuraman, Zeithaml and Berry developed the gap model which became the main approach to quantitatively assessing service quality (Using a survey approach) they focused on customer’s expectations and perceptions regarding to the five dimensions described above. According to this model service quality can be also described as “closing the gap” between expectations and perceptions of service. Many researchers have defined four “company gaps” that underlie the overall shortfall in customers’ expectations/perceptions as developed by

Gap 1: Not Knowing What Customers Expect.

This gap is due to the difference between customer expectations of service and the particularly management, understanding of those expectations. Four factors have been supposed to be responsible for this gap.

1. Because

Because of lacking of company strategies to maintain customers and strengthen relationships with them

4. Inadequate attention to service recovery, understanding why people are complaining and what they are expecting when they are complaining and how to develop effective strategies for dealing with inevitable service failures.

E.g.: Management of ABC Dry cleaning Ltd perceives that a particular segment simply expects low prices on its service, when in fact, the expectation is a value-for-money service.

Closing gap1: Learn what customer expects:

• Use Research /complaint analysis /customer panels

• Increase direct interaction between managers and customers

• Improve upward communication

• Act on information and insights.

Gap 2: Not Selecting the Right Service Design and Standards.

The main challenge in service companies is the difficulty of translating customers’ expectations into service quality specifications. So gap 2 reflects the difference between company understanding of customer expectations and the development of customer driven service designs and standards. Four factors have been supposed to be responsible for gap 2.

1. The inadequate commitment to service