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GAPS MODEL

The customer gaps


Expected Service
GAP

Perceived Service

Customer expectations
Controlled factors Pricing Advertising Limited ability Personal need Word of mouth communication Competitors offering

The Providers Gaps


GAP 1: Not knowing what customer expect GAP 2: Not selecting the right service designs and standards GAP 3: Not delivering to service design and standards GAP 4: Not matching performance to promises

GAP 1: Not knowing what customer expect


Inadequate marketing research orientation Insufficient marketing research Research not focused on service quality Lack of upward communication Lack of interactions between management and customers Too many layers between top management and personnel Insufficient relationship focus Inadequate service recovery Lack of encouragement to listen to customers complaints

GAP 2: Not selecting the right service designs and standards


Poor service design Absence of customers- driven standards

GAP 3: Not delivering to service design and standards


The firm should have people, process and system in place Deficiencies in human resource policies Ineffective recruitment Poor employee technology job Customers who doesn't fulfill their roles Problems with service intermediaries channel conflict over objective and performances Failure to match supply and demand

GAP 4: Not matching performance to promises


Lack of integrated service marketinf communication Overpromising

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