Service Gap model - Gap analysis explained

Summary

This video explains the importance of customer service and how satisfaction is based on meeting or failing to meet customer expectations. It introduces the Gap Model, identifying six types of gaps that can affect service delivery. These include the knowledge gap, standards gap, delivery gap, communication gap, perception gap, and the service gap. Each gap represents a disconnect between what customers expect and what they experience. The video emphasizes that narrowing these gaps is key to improving customer satisfaction and service quality.

Takeaways

• 😀 Customer service is heavily based on customer perception and expectations. Satisfaction arises when the service meets customer expectations.
• 😀 Dissatisfaction occurs when there is a gap between customer expectations and the actual service provided.
• 😀 The Service Gap Model identifies six types of gaps that can occur during service design and delivery.
• 😀 The first gap is the Knowledge Gap, which arises when management doesn't fully understand customer expectations. This can be due to poor communication and lack of marketing research.
• 😀 The second gap is the Standards Gap, which occurs when management's understanding of customer needs is not translated into proper service design and standards.
• 😀 The third gap is the Delivery Gap, which happens when there is a discrepancy between the service design specifications and actual service execution.
• 😀 The fourth gap is the Communication Gap, which arises when the service delivery does not match the promises made in advertising and promotions.
• 😀 The fifth gap is the Perception Gap, which occurs when customers perceive the service differently than it was actually delivered, often due to misunderstanding or unclear communication.
• 😀 The sixth gap is the Service Gap, which is the difference between what customers expect and their perception of what is delivered, representing the most critical gap to address.
• 😀 Closing the Service Gap is the ultimate goal, and organizations should focus on addressing the previous five gaps to ensure service quality and customer satisfaction.
• 😀 Effective communication, appropriate service design, and matching delivery with promises are essential to closing the gaps in customer service.

Q & A

What is customer service mainly based on?

Customer service is largely based on customer perception, expectations, and the service actually provided. If the service meets customer expectations, they are satisfied, but if it falls short, they are dissatisfied.

What causes customer dissatisfaction in service delivery?

Dissatisfaction arises due to gaps between customer expectations and the actual service delivered. These gaps can be identified through various stages in service design and delivery.

How many types of gaps are identified in the Gap Model?

The Gap Model identifies six types of gaps that can occur at various points during the design and delivery of a service.

What is the first gap in the Gap Model?

The first gap is the 'Knowledge Gap', which is the difference between customer needs and expectations and management's understanding of those needs.

What are the main reasons for the Knowledge Gap?

The main reasons for the Knowledge Gap include a lack of interaction between management and customers, insufficient communication between contact employees and managers, inadequate marketing research, and a focus on transactions rather than relationships.

What is the second gap in the Gap Model?

The second gap is the 'Standards Gap', which is the difference between management's definition of customer needs and the translation of those needs into service design and delivery specifications.

What can cause the Standards Gap?

The Standards Gap can arise from poor service design, inappropriate physical evidence, an unsystematic new service development process, and failure to connect service design to service positioning.

What is the third gap in the Gap Model?

The third gap is the 'Delivery Gap', which refers to the difference between the translation of customer needs into service design and the actual execution of the service delivery.

What causes the Delivery Gap?

The Delivery Gap can occur due to ineffective recruitment, lack of empowerment, role ambiguity, inappropriate evaluation and compensation systems, and a failure to match supply and demand.

What is the fourth gap in the Gap Model?

The fourth gap is the 'Communication Gap', which occurs when there is a disconnect between the execution of service design and the communication of that service through advertising, sales, or promotions.

What causes the Communication Gap?

The Communication Gap can be caused by over-promising in promotions, differences in communication policies across branches, and failure to manage customer expectations through all forms of communication.

What is the fifth gap in the Gap Model?

The fifth gap is the 'Perception Gap', which is the difference between how the service is delivered and how customers perceive the service.

Why does the Perception Gap occur?

The Perception Gap occurs because customers do not always correctly understand what service has been provided to them, which can be especially prevalent with credence services, like medical services.

What is the sixth and final gap in the Gap Model?

The sixth and final gap is the 'Service Gap', which is the difference between customer expectations and their perception of the service they actually received.

Why is the Service Gap considered the most critical?

The Service Gap is considered the most critical because it represents the final outcome of all the previous gaps and is the ultimate determinant of customer satisfaction. Closing this gap is the main goal for any organization.

What should organizations focus on to close the Service Gap?

To close the Service Gap, organizations should address the gaps in the earlier stages, such as the Knowledge, Standards, Delivery, Communication, and Perception Gaps.