Question

please explain 5 gaps of service quality model! as clear as possible.

Answer 1

Gap Analysis Model - GAM refers to the difference between Expected Service by the customer to that of the Perceived Service. There are 5 service gaps that need to be considered.

Gap 1. Not knowing clearly what the customer expectations are... Reasons for the first gap (Not knowing clearly what the customer expectations are) Insufficient market research, lack of bottom-up communication, no focus on relationships etc.,

Gap 2. Not selecting the appropriate standards and designs Reasons for the second gaps are bad service design, imbalance of customer-defined service standards, Inadequate specifications etc.,

Gap 3. Not delivering as per the service standards Reasons for the 3rd gaps are unacceptable human resource policies, unrealistic match of demand vs supply, incomplete inputs from the customers etc.,

Gap 4. Not matching the performance of the promise that was made Reasons for the 4th gaps are the lack of collaboration among marketing communication, overpromising and under delivering and no lateral communication amongst the staff.

Gap 5. gap between a customer's perception of the experience and the customer's expectation of the service.

five Step Strategy to fill the gap:

Gap 1 - Learn what customers want/expect - Listen to customers, use market research, compliant analytics and customer service board where the customer is an integral part of the process. Improve bottom-up communication and act on facts and figures.

Gap 2 - Ensure the appropriate service quality standards/targets - Across the organization ensure everybody is committed to delivering high service quality. This should be the top-down approach. Reinforce customer-oriented service standards & targets. Managers need to be service quality leaders. Always challenge the older ways of doing things and regularize repetitive tasks.

Gap 3 - Establish the service performance that meets the required standards - Have better motivations for best employees, choose the right employee and develop and support them. Equip them with the required tools and techniques and build teamwork culture in the company. Promote internal marketing strategies. Focus on top talent retention, reward the best performance that improves service quality.

Gap 4 - Confirm that service delivery exactly matches promises made to the customers - have a collaborative conversation with the people who work in operations on what can be done better, socialize reality than myth, form focus group to seek inputs from staff, encourage a strong line of communications between operations, sales, and customers.

Gap 5 -  Customers' expectations have been shaped by word of mouth, their personal needs and their own past experiences. Routine transactional surveys after delivering the customer experience are important for an organization to measure customer perceptions of service. the gap between a customer's perception of the experience and the customer's expectation of the service

Each gap in the customer experience can be closed through diligent attention from management. Survey software can be key to assisting management with this crucial task.