GAPS MODEL, Gaps of service quality, Gaps analysis, gap models, gap model of service quality, Gap

Summary

The video explains the Gap Model of Service Quality, a framework introduced by Parasuraman, Zeithaml, and Berry in 1985. It identifies five key gaps that affect customer satisfaction: the Knowledge Gap, Policy Gap, Delivery Gap, Communication Gap, and Customer Gap. These gaps occur when there is a disconnect between customer expectations and the service provided. The video emphasizes understanding customer needs, aligning service policies, effective communication, and proper training to minimize these gaps and ensure high-quality service delivery, ultimately enhancing customer satisfaction and loyalty.

Takeaways

• 😀 The GAP Model of Service Quality identifies five key gaps affecting customer satisfaction: Knowledge Gap, Policy Gap, Delivery Gap, Communication Gap, and Customer Gap.
• 😀 The Knowledge Gap occurs when there is a difference between what customers expect and what management perceives their expectations to be.
• 😀 The Policy Gap arises when there is a mismatch between customer needs and the service delivery policies established by the management.
• 😀 The Delivery Gap happens when the service specifications do not align with the actual service delivery, causing discrepancies in service quality.
• 😀 The Communication Gap occurs when external communication (promises made to customers) does not match the actual service delivered.
• 😀 The Customer Gap is the difference between the customer's expectations and their perception of the service they received.
• 😀 The GAP Model helps businesses understand how service quality can be improved by identifying and addressing these gaps.
• 😀 The model stresses the importance of proper communication between the management, service employees, and customers to close the communication gap.
• 😀 It emphasizes continuous updates and improvements to service standards, policies, and delivery processes to keep up with customer expectations.
• 😀 A business must invest in understanding customer needs and feedback, as neglecting this knowledge can result in significant service gaps.
• 😀 The ultimate goal of the GAP Model is to ensure that businesses meet or exceed customer expectations, leading to customer satisfaction and loyalty.

Q & A

What is the Gap Model of Service Quality?

The Gap Model of Service Quality identifies five key gaps that can affect customer satisfaction. It was introduced by Parasuraman, Zeithaml, and Berry in 1985 and helps businesses understand the differences between customer expectations and the service delivered.

What are the five gaps in the Gap Model of Service Quality?

The five gaps are: 1) Knowledge Gap, 2) Policy Gap, 3) Delivery Gap, 4) Communication Gap, and 5) Customer Gap. Each gap represents a different disconnect that affects service quality.

What does the Knowledge Gap refer to?

The Knowledge Gap refers to the difference between customer expectations and management's perception of those expectations. It arises when the company does not fully understand or recognize what customers need or expect.

How does the Policy Gap affect service quality?

The Policy Gap occurs when there is a mismatch between the company's service delivery policies and customer needs. If the company's policies don't align with customer expectations, it results in a service quality issue.

What is the Delivery Gap in the Gap Model?

The Delivery Gap is the difference between the service specifications and the actual service delivered. This gap occurs when a company fails to deliver the service as per the agreed standards or is unable to meet customer expectations due to internal constraints.

What role does the Communication Gap play in service quality?

The Communication Gap occurs when there is a difference between what the company promises through external communication and what it actually delivers. This gap can lead to customer dissatisfaction if promises made in marketing or advertising are not fulfilled.

What is the Customer Gap and why is it significant?

The Customer Gap is the difference between customer expectations and their actual experience with the service. This gap is significant because if customers misinterpret the quality of service or it does not meet their expectations, they may become dissatisfied, even if the service meets standards.

Can you provide an example of a company that faced a Gap in service delivery?

Pizza Hut faced a Delivery Gap when they failed to meet customer expectations during high demand. They were unable to match supply with demand, resulting in customer dissatisfaction.

How can businesses reduce the Knowledge Gap?

To reduce the Knowledge Gap, businesses must actively engage with customers, gather feedback, and conduct market research to ensure they fully understand customer needs and expectations.

How can businesses close the Communication Gap?

To close the Communication Gap, businesses should ensure that their external communication aligns with the actual service they can deliver. This includes being transparent in marketing, fulfilling promises, and keeping customers informed.