The Gaps Model, also known as the SERVQUAL Model, is a framework used to assess and measure service quality in organizations. It was developed by Parasuraman, Zeithaml, and Berry in the late 1980s. The model identifies the gaps that can occur in the delivery of service quality and provides a structure for understanding and improving service quality.
The Gaps Model consists of five key gaps:
- Gap 1: Knowledge Gap
- This gap represents the difference between customer expectations and management’s perception of those expectations. It occurs when there is a lack of understanding or knowledge about what customers truly expect from a service.
- Gap 2: Policy Gap
- Gap 2 is the difference between management’s perception of customer expectations and the service quality specifications set by the organization. It arises when there is a disconnect between what management believes the customers want and what is actually delivered in terms of service.
- Gap 3: Delivery Gap
- This gap exists between service quality specifications and the service actually delivered to the customer. It can result from a variety of factors, such as employee training, process inefficiencies, or technology limitations.
- Gap 4: Communication Gap
- Gap 4 represents the difference between the service delivered and the service promised or communicated to the customer. It can result from misleading advertising, poor communication, or inconsistent messaging about the service.
- Gap 5: Perception Gap
- The final gap, Gap 5, is the difference between customer expectations and perceptions of the service experienced. It is the gap that customers perceive and can lead to either customer satisfaction or dissatisfaction.
To improve service quality and close these gaps, organizations can take various actions, such as conducting market research to better understand customer expectations (Gap 1), aligning service quality specifications with customer expectations (Gap 2), improving service delivery processes (Gap 3), ensuring consistent and clear communication about the service (Gap 4), and monitoring customer perceptions and feedback (Gap 5).
The Gaps Model has been widely used in the service industry to identify areas for improvement and enhance the overall customer experience. It helps organizations focus on aligning their service quality with customer expectations and bridging the gaps that can lead to customer dissatisfaction.
Here’s a detailed step-by-step guide using the Gaps Model, outlining the sections, subsections, and sub-subsections with expanded explanatory notes for each step:
Contents
Step-by-Step Guide Using Gaps Model
| Step | Layer | Details |
|---|---|---|
| 1 | Identify Customer Expectations | Customer Expectations: Understand what customers expect from the service. |
| 2 | Assess Management Perceptions | Management Perceptions: Evaluate how management perceives customer expectations. |
| 3 | Analyze Service Quality Specifications | Service Specifications: Define and analyze the service quality specifications. |
| 4 | Evaluate Service Delivery | Service Delivery: Assess the actual delivery of the service. |
| 5 | Measure External Communication | External Communication: Examine the communication and promises made to customers. |
| 6 | Close the Gaps | Gap Analysis and Closing: Identify and address gaps between expectations, perceptions, specifications, delivery, and communication. |
| 7 | Monitor and Improve | Continuous Improvement: Continuously monitor service quality and make improvements based on feedback and performance data. |
Expanded Explanatory Notes for Gaps Model
1. Identify Customer Expectations
- Customer Expectations: Understand what customers expect from the service.
- Market Research: Conduct market research to gather insights on customer expectations.
- Example: Use surveys, focus groups, and interviews to understand customer needs and desires.
- Customer Feedback: Collect and analyze customer feedback from various sources.
- Example: Gather feedback from customer reviews, complaints, and satisfaction surveys.
- Market Research: Conduct market research to gather insights on customer expectations.
2. Assess Management Perceptions
- Management Perceptions: Evaluate how management perceives customer expectations.
- Internal Surveys: Conduct internal surveys with management to capture their perceptions of customer expectations.
- Example: Use questionnaires to gather management’s views on customer needs.
- Expectation Alignment: Compare management’s perceptions with actual customer expectations.
- Example: Identify any discrepancies between what customers expect and what management believes they expect.
- Internal Surveys: Conduct internal surveys with management to capture their perceptions of customer expectations.
3. Analyze Service Quality Specifications
- Service Specifications: Define and analyze the service quality specifications.
- Service Standards: Establish clear service quality standards and specifications.
- Example: Define specific service standards such as response times, quality benchmarks, and performance metrics.
- Specification Review: Regularly review and update service quality specifications.
- Example: Ensure that service standards are aligned with current customer expectations and industry best practices.
- Service Standards: Establish clear service quality standards and specifications.
4. Evaluate Service Delivery
- Service Delivery: Assess the actual delivery of the service.
- Service Audits: Conduct regular service audits to evaluate the actual service delivery.
- Example: Use mystery shopping and service evaluations to assess the service delivery quality.
- Performance Measurement: Measure service delivery performance against the established standards.
- Example: Track key performance indicators (KPIs) such as customer satisfaction scores and service delivery times.
- Service Audits: Conduct regular service audits to evaluate the actual service delivery.
5. Measure External Communication
- External Communication: Examine the communication and promises made to customers.
- Marketing and Advertising: Review marketing and advertising materials to ensure they accurately represent the service.
- Example: Ensure that promotional materials reflect the actual service quality and capabilities.
- Customer Communication: Evaluate all forms of communication with customers to ensure consistency and transparency.
- Example: Assess customer service scripts, emails, and other communication channels for accuracy and clarity.
- Marketing and Advertising: Review marketing and advertising materials to ensure they accurately represent the service.
6. Close the Gaps
- Gap Analysis and Closing: Identify and address gaps between expectations, perceptions, specifications, delivery, and communication.
- Gap Identification: Use gap analysis techniques to identify gaps in service quality.
- Example: Identify gaps such as differences between customer expectations and management perceptions (Gap 1) or between service specifications and service delivery (Gap 3).
- Action Plans: Develop and implement action plans to close identified gaps.
- Example: Create specific action plans to improve communication, adjust service standards, and enhance service delivery processes.
- Gap Identification: Use gap analysis techniques to identify gaps in service quality.
7. Monitor and Improve
- Continuous Improvement: Continuously monitor service quality and make improvements based on feedback and performance data.
- Feedback Loop: Establish a continuous feedback loop to gather and analyze customer feedback.
- Example: Regularly collect and analyze customer feedback to identify areas for improvement.
- Ongoing Training and Development: Invest in ongoing training and development for employees to ensure high service quality.
- Example: Provide regular training sessions to enhance employee skills and knowledge related to service delivery.
- Performance Reviews: Conduct regular performance reviews to assess progress and make necessary adjustments.
- Example: Review service delivery performance quarterly and make adjustments to improve service quality.
- Feedback Loop: Establish a continuous feedback loop to gather and analyze customer feedback.
Detailed Step Breakdown
1. Identify Customer Expectations
- Market Research:
- Surveys and Questionnaires: Develop detailed surveys to capture customer expectations.
- Focus Groups: Organize focus groups to get in-depth insights into customer expectations.
- Competitor Analysis: Analyze competitors to understand industry standards and customer expectations.
- Customer Feedback:
- Feedback Collection: Collect feedback through various channels (surveys, social media, customer reviews).
- Feedback Analysis: Analyze feedback to identify common themes and expectations.
2. Assess Management Perceptions
- Internal Surveys:
- Questionnaire Development: Develop questionnaires to gather management perceptions.
- Survey Administration: Administer surveys to key management personnel.
- Expectation Alignment:
- Comparison Analysis: Compare customer expectations with management perceptions.
- Discrepancy Identification: Identify and document discrepancies.
3. Analyze Service Quality Specifications
- Service Standards:
- Standard Development: Develop detailed service quality standards.
- Documentation: Document service standards clearly for all employees.
- Specification Review:
- Regular Reviews: Schedule regular reviews of service standards.
- Benchmarking: Benchmark against industry best practices to ensure relevance.
4. Evaluate Service Delivery
- Service Audits:
- Audit Planning: Plan and schedule regular service audits.
- Mystery Shopping: Use mystery shoppers to evaluate service delivery objectively.
- Performance Measurement:
- KPI Tracking: Identify and track key performance indicators.
- Reporting: Generate regular reports on service delivery performance.
5. Measure External Communication
- Marketing and Advertising:
- Material Review: Review all marketing and advertising materials for accuracy.
- Consistency Check: Ensure consistency between marketing promises and actual service delivery.
- Customer Communication:
- Communication Audit: Conduct audits of customer communication channels.
- Script Review: Review and update customer service scripts regularly.
6. Close the Gaps
- Gap Identification:
- Gap Analysis Techniques: Use techniques such as SERVQUAL to identify service quality gaps.
- Documenting Gaps: Document identified gaps for action planning.
- Action Plans:
- Plan Development: Develop action plans to address identified gaps.
- Implementation: Implement action plans and monitor progress.
7. Monitor and Improve
- Feedback Loop:
- Feedback Collection: Establish ongoing mechanisms for collecting customer feedback.
- Feedback Analysis: Analyze feedback regularly to identify improvement opportunities.
- Ongoing Training and Development:
- Training Programs: Develop and implement training programs for employees.
- Skill Development: Focus on continuous skill development related to service quality.
- Performance Reviews:
- Review Schedule: Schedule regular performance reviews.
- Improvement Actions: Take corrective actions based on performance review findings.
This guide outlines each step of the Gaps Model, providing detailed explanations for each layer to help identify customer expectations, assess management perceptions, analyze service quality specifications, evaluate service delivery, measure external communication, close the gaps, and continuously monitor and improve service quality.
