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TheGapModel

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Marketing / Textbooks / BoundlessMarketing / ServicesMarketing / ServiceQuality

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Customerscomparetheservicethey'experience'withwhatthey'expect'and
whenitdoesnotmatchtheexpectation,agaparises.
LEARNINGOBJECTIVE [edit]
ListtheGAPModel'sfivecontributoryfactorsofunsuccessfulcustomerservice

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KEYPOINTS [edit]
GAP1:Gapbetweenconsumerexpectationandmanagementperception:ariseswhenthe
managementorserviceproviderdoesnotcorrectlyperceivewhatthecustomerswantsorneeds.
GAP2:Gapbetweenmanagementperceptionandservicequalityspecification:thisiswhenthe
managementorserviceprovidermightcorrectlyperceivewhatthecustomerwants,butmaynotseta
performancestandard.
GAP3:Gapbetweenservicequalityspecificationandservicedelivery:mayarisepertainingtothe
servicepersonnel.Thiscouldariseduetotherebeingpoortraining,incapabilityorunwillingnessto
meetthesetservicestandard.
GAP4:Gapbetweenservicedeliveryandexternalcommunication:consumerexpectationsarehighly
influencedbystatementsmadebycompanyrepresentativesandadvertisements.Thegaparises
whentheseassumedexpectationsarenotfulfilledatthetimeofservicedelivery.
GAP5:Gapbetweenexpectedserviceandexperiencedservice:thisgapariseswhentheconsumer
misinterpretstheservicequality.

TERMS [edit]

ServiceQuality
Atermwhichdescribesacomparisonofacustomer'sexpectationsasitrelatestoacompany's
performance.

Servicequalitymodel
Highlightsthemainrequirementsfordeliveringhighservicequalityitidentifiesfivegaps'that
causeunsuccessfuldelivery.

EXAMPLES [edit]
AnexampleofGAP#4:thehospitalprintedonthebrochuremayhavecleanandfurnishedrooms,
butinreality,itmaybepoorlymaintainedinthiscasethepatient'sexpectationsarenotmet.

Giveusfeedbackonthiscontent:
FULLTEXT [edit]

TheGAPModel

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TheServiceQualityModel,alsoknownastheGAPModel,wasdevelopedin1985.Ithighlightsthe
mainrequirementsfordeliveringahighlevelofservicequalitybyidentifyingfivegaps'thatcanleadto
unsuccessfuldeliveryofservice.

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TheGapModel
Thediagramshowsthedifferentgapsinthemodel,includingtheKnowledgeGapdiscussedhere.

Customersgenerallyhaveatendencytocomparetheservicethey'experience'withtheservicethey
'expect'toreceivethus,whentheexperiencedoesnotmatchtheexpectation,agaparises.

GAP1:
Gapbetweenconsumerexpectationandmanagementperception:Thisgapariseswhenthe
managementorserviceproviderdoesnotcorrectlyperceivewhatthecustomerwantsorneeds.For
instancehoteladministratorsmaythinkguestswantbetterfoodorinhouserestaurantfacilities,but
guestsmaybemoreconcernedwiththeresponsivenessofthestafforthecleanlinessoftheirrooms.

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ConsumerExpectations
Hoteladministratorsmaythinkguestswantbetterfoodorinhouserestaurantfacilities,butguests
maybemoreconcernedwiththeresponsivenessofthestaff.

Factorsthataffectthesizeoftheknowledgegapinclude:

Marketresearch
Beforeintroducinganewproductorserviceintothemarket,acompanymustconductmarket
researchtounderstandwhethertherewouldbeanydemandfortheproduct,andwhatfeatures
shouldbeincorporated.Thebetterthisprocessisconducted,thesmallertheknowledgegapwill
be.
Therearemethodsofensuringthatcustomerdesiresaretakenonboard.Theseinclude:
comprehensivestudies,gaugingsatisfactionafterindividualtransactions(surveysimmediately
afterapurchaseismade),customerpanelsandinterviews,andthroughcustomercomplaints.

Communicationchannels
Thefewerthelayersbetweenmanagementandcustomercontactpersonnel,themorelikelythat
customerpreferenceswillbeincorporatedintohigherleveldecisionmakingontheproduct.

GAP2:
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Gapbetweenmanagementperceptionandservicequalityspecification:Thisiswhenthemanagement
orserviceprovidermightcorrectlyperceivewhatthecustomerwants,butmaynotsetaperformance
standard.Anexampleherewouldbethathospitaladministratorsmaytellthenursetorespondtoa
requestfast',butmaynotspecifyhowfast'.

GAP3:
Gapbetweenservicequalityspecificationandservicedelivery:Thisgapmayariseinsituations
pertainingtotheservicepersonnel.Itcouldhappenduetopoortraining,incapabilityorunwillingness
tomeetthesetservicestandard.Anexamplewouldbewhenadoctor'sofficehasveryspecific
standardsofhygienecommunicatedbutthehiredstaffmayhavebeenpoorlytrainedontheneedto
followthesestrictprotocols.

GAP4:
Gapbetweenservicedeliveryandexternalcommunication:Consumerexpectationsarehighly
influencedbystatementsmadebycompanyrepresentativesandadvertisements.Thegapariseswhen

Hellothere,letusknow...
theseassumedexpectationsarenotfulfilledatthetimeofdeliveryoftheservice.Forexamplea
hospitalprintedonitsbrochuremayhavecleanandfurnishedroomsbutinreality,itmaybepoorly
maintainedinthiscasethepatient'sexpectationsarenotmet.
Areyoua(n):

GAP5:

Educator

Gapbetweenexpectedserviceandexperiencedservice:Thisgapariseswhentheconsumer
Student
misinterpretstheservicequality.Thephysicianmaykeepvisitingthepatienttoshowandensurecare,
butthepatientmayinterpretthisasanindicationthatsomethingisreallywrong.
Giveusfeedbackonthiscontent:

AssignConceptReading
Assignjustthisconceptorentirechapterstoyourclassforfree.

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1questionforuseinquizzeshavebeenwrittenaboutthisconceptbelow

Acoupledinesatasteakhouse,whichishighlyratedfortheirexcellentwait
service.Afterreceivingtheirmeal,thehusbandnoticesthathisorderiswrong.
Whenthecoupleflagstheissue,theirwaiterseemsannoyedatthecouple's
requesttoreplacethedish.Despitetherestaurant'shighrating,thecouple
vowstoneverreturnduetotheirexperience.WhichofthefollowingGAPModel
contributoryfactorsbestdescribesthisunsuccessfuldeliveryofservice?
GAP2:gapbetweenmanagementperceptionandservicequalityspecification,GAP4:
gapbetweenservicedeliveryandexternalcommunication,GAP5:gapbetween
expectedserviceandexperiencedservice,andGAP3:gapbetweenservicequality
specificationandservicedelivery

KEYTERMREFERENCE

Consumer

Appearsinthisrelatedconcepts:BasicConsumerRights,Marketing

ClassesofProducts,andDefiningConsumers

Market

Appearsinthisrelatedconcepts:ABriefDefinition,TargetingConsumers

WhereTheySpendTime,andAddressingMarketNeeds

MarketResearch

Appearsinthisrelatedconcepts:BusinessEthicsinB2B,

Databases,andGoalsofConsumerMarketResearch

Perception

Appearsinthisrelatedconcepts:IntroducingthePerceptionProcess,

CulturalInfluencesonPerception,andUnconsciousPerception

Service

Appearsinthisrelatedconcepts:NaturalResources,Infrastructure,and

TechnologyofNewMarkets,ResolvingProblemsQuickly,andTheServiceEconomy

advertisement

Appearsinthisrelatedconcepts:AIDAModel,Introductionto

IntegratedMarketingCommunications,andTheManyGoalsofPersuasion

channel

Appearsinthisrelatedconcepts:IdentifyingPotentialBusinessCustomers,

BrandLoyalty,andChannel

communication

Appearsinthisrelatedconcepts:TheImportanceofClarityin

ProfessionalSettings,DefiningCommunication,andTeamCommunication

demand

Appearsinthisrelatedconcepts:CustomerWantsandNeeds,Impactsof

SupplyandDemandonBusinesses,andShiftsininvestmentduetoshocks

lead

Appearsinthisrelatedconcepts:GlobalMarketingandtheInternet,Purchase

Influences,andLeadership

newproduct

Appearsinthisrelatedconcepts:ProductLineDepth,Opinion

Leaders,andTheNeedforNewProducts

process

Appearsinthisrelatedconcepts:PreparingforTeamPresentations,

ClassifyingBusinessProducts,andAStudyofProcess
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product

Appearsinthisrelatedconcepts:WritingChemicalEquations,Defining

Product,andTheStateofCompetition

quality

Appearsinthisrelatedconcepts:TheQualityControlCycle,Designand

FeatureSet,andProductQuality

training

Appearsinthisrelatedconcepts:EmployeeDevelopment,TheWorldTrade

Organization(WTO),andSalesTraining

SOURCES

Boundlessvetsandcurateshighquality,openlylicensedcontentfromaroundthe
Internet.Thisparticularresourceusedthefollowingsources:
"PortauPrincehotelOlofson."
http://commons.wikimedia.org/wiki/File:Port_au_Prince__hotel_Olofson.JPG
WikimediaCCBYSA.
"OlivercustomerserviceTheKnowledgeGap."
http://olivercustomerservice.wikispaces.com/The+Knowledge+Gap
WikispacesCCBYSA.
"Servicequality."
http://en.wikipedia.org/wiki/Service_quality#Definition
WikipediaCCBYSA3.0.
"Servicequality."
http://en.wikipedia.org/wiki/Service_quality
WikipediaCCBYSA3.0.
"Servicequality."
http://en.wikipedia.org/wiki/Service_quality#Service_Quality_Model_.28or.29_GAP_model
WikipediaCCBYSA3.0.
"Servicequalitymodel."
http://en.wikipedia.org/wiki/Service%20quality%20model
WikipediaCCBYSA3.0.
"ServiceQuality."
http://en.wikipedia.org/wiki/Service%20Quality
WikipediaCCBYSA3.0.
"Boundless."
http://www.boundless.com/
BoundlessLearningCCBYSA3.0.

CITETHISSOURCE
Source:Boundless.TheGapModel.BoundlessMarketing.Boundless,14Nov.2014.Retrieved26May.2015
fromhttps://www.boundless.com/marketing/textbooks/boundlessmarketingtextbook/servicesmarketing
6/servicequality51/thegapmodel2544140/
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