Gap Analysis

QUALITY GAPS MODEL

5 dimensions of quality: Reliability

Responsiveness

Assurance

Tangibles

Empathy

Definition of Gap

Analysis

• Formal means to identify and correct gaps between desired levels and actual levels of performance • Used by organizations to analyze certain processes of any division of their company 3

Service Gap Analysis • Expected level of service vs. Actual level of service provided • SERVQUAL - 5 gaps - 5 dimensions 4

SERVQUAL • A gap analysis research instrument – created by Parasuraman, Zeithamel, and Berry – Introduced in 1988

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SERVQUAL Model

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SERVQUAL Model Gaps • Gap 1

– The difference between actual customer expectations and management’s idea or perception of customer expectations M a na ge m e nt P e r c e p t io n s o f C u s to m e r E x p e c t a t io n s

E x p e c te d S e r v ic e

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Gap 1 Customer Expectations (Expected Service) 1.

Lack of Market Research Orientation;

2.

Inadequate upward communication;

3.

Too many levels of management

Managements Perception of Customer Expectations

SERVQUAL Model Gaps • Gap 2

– Mismatch between manager’s expectations of service quality and service quality specifications

S e r v ic e Q u a lit y S p e c ific a t io n s

M an ag em en t P e r c e p t io n s o f C u s to m e r E x p e c t a t io n s

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Gap 2 Management Perceptions of Customer Expectations

1. 2. 3.

Inadequate management commitment to Service Quality Perception of infeasibility Absence of goal setting

Service Quality Specifications

SERVQUAL Model Gaps • Gap 3

– Poor delivery of service quality

S e r v ic e D e liv e r y

S e r v ic e Q u a lit y S p e c ific a t io n s 9

Gap 3 Service Quality Specifications

1. 2. 3. 4. 5.

Role ambiguity Role conflict Poor technology Lack of team work Poor employee – job fit

Service Delivery

SERVQUAL Model Gaps • Gap 4

– Differences between service delivery and external communication with customer

S e r v ic e D e liv e r y

E x te rn a l C o m m u n ic a t io n s to C u s to m e rs 10

Gap 4 Service Delivery

1. 2.

Propensity to overpromise Inadequate horizontal communication

External Communications to Customers

SERVQUAL Model Gaps • Gap 5

– Differences between Expected and Perceived Quality

E x p e c te d S e r v ic e

P e r c e iv e d S e r v ic e 11

Gaps Model

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