The GAP Model of Service Quality I Services Marketing

Summary

This video explains the CAP Model of Service Quality, focusing on the gaps between customer expectations and perceptions, and the four provider gaps that impact service delivery. The model consists of the customer gap, which reflects the difference between what customers expect and what they perceive, and four provider gaps: the listening gap, the service design and standards gap, the service performance gap, and the external communication gap. The video emphasizes the importance of understanding customer expectations, designing services accordingly, and managing communication to ensure high service quality.

Takeaways

• 😀 The CAP model of service quality is divided into two sections: customer section (above the line) and marketing section (below the line).
• 😀 The model includes one customer gap and four provider gaps, which contribute to the overall service quality.
• 😀 The customer gap is the difference between customer expectations and customer perceptions, forming the foundation of the CAP model.
• 😀 Customer expectations are influenced by advertising, word of mouth, and personal needs, while customer perceptions are formed through actual service experiences.
• 😀 When there is a gap between customer expectations and perceptions, it indicates a mismatch in service quality that needs to be addressed.
• 😀 Provider gap 1 (listening gap) occurs when management fails to understand customer expectations, often due to poor market research or lack of customer feedback.
• 😀 Provider gap 2 (service design and standards gap) arises when the service environment does not align with customer expectations, often due to poorly designed service elements or lack of defined standards.
• 😀 Provider gap 3 (service performance gap) emerges when employees fail to deliver the expected service despite having a well-designed service environment.
• 😀 Provider gap 4 (external communication gap) happens when marketing communications, such as ads or word of mouth, set unrealistic or misleading expectations for customers.
• 😀 Effective service quality management requires addressing all the gaps in the model to ensure alignment between customer expectations and actual service delivery.

Q & A

What is the CAP model of service quality?

The CAP model of service quality explains the gaps between customer expectations and perceptions, as well as the service provider's ability to meet those expectations. It consists of one customer gap and four provider gaps.

What are customer expectations in the context of the CAP model?

Customer expectations are the standards or benchmarks that a customer forms before experiencing a service. These expectations can be shaped by advertisements, word of mouth, personal needs, and previous experiences.

How do customer perceptions differ from customer expectations?

Customer perceptions are the actual service assessments made by the customer during or after receiving the service. These are based on the customer's real experiences and interactions with the service, unlike expectations, which are set beforehand.

What causes the customer gap in the CAP model?

The customer gap arises when there is a difference between what the customer expects and what they actually experience. If the service falls short of expectations, this gap is created.

What is the listening gap (Provider Gap 1)?

The listening gap occurs when the service provider fails to accurately understand the customer's expectations. This often results from poor market research or inadequate customer feedback mechanisms.

How can a company avoid the listening gap?

A company can avoid the listening gap by conducting thorough market research, actively seeking customer feedback, and ensuring that the management fully understands what the customer wants.

What is the service design and standards gap (Provider Gap 2)?

The service design and standards gap occurs when the service provider fails to design the service environment or set appropriate standards that align with customer expectations. This includes physical environment factors like ambiance and service quality elements such as wait times.

What does the service performance gap (Provider Gap 3) refer to?

The service performance gap happens when the service delivered does not meet the expected standards. This can result from poor service delivery by employees or customers not fulfilling their roles during the service experience.

What is the external communication gap (Provider Gap 4)?

The external communication gap arises when the company's communication with customers (e.g., through advertising or word of mouth) sets false or misleading expectations about the service, leading to customer disappointment.

How can a company manage the external communication gap?

A company can manage the external communication gap by ensuring consistent and accurate messaging across all communication channels. This includes integrated marketing communication to align advertising, sales, and customer service with the actual service experience.