-The Service Gap Model
The Service Gap Model involves the concepts of service quality and customer
satisfaction. As a result, it is also known as the SERVQUAL model, abbreviating
"service" and "quality". Marketing professors and researchers Leonard Berry, A.
Parasuraman, and Valerie Zeithaml proposed this model in 1985.
There could be following gaps in the service delivery:
Gap between customer expectation and management perceptions
Gap between management perceptions and service quality specifications
Gap between service quality specifications and service delivery
Gap between service delivery and external communications
Gap between expected quality and perceived quality.
The management of service quality would need the setting up of right standards
according to which the service would be delivered to the customers, organizing and
implementation of the service quality process so that the process works in a
systematic manner, and proper and regular monitoring of the process should be
there so that the necessary changes can be made whenever needed.
It will also enable to explore how closing these gaps enhances service quality.
This will help you lay the foundations for long-term success in your business.
it assesses the journey from customer expectations to service delivery. Its goal is to
improve service quality by addressing the gaps through better communication. This
will align the service expectations with the actual service delivery.
There are five gaps identified in the GAP Model of Service Quality. Each gap
defines the discrepancy between the expectations of customer and actual
product or service quality.
These service quality gaps are the knowledge gap, policy gap, delivery
gap, communication gap, and perception gap. Let’s take a closer look at the
model by exploring the 5 gaps in detail:
1- Knowledge gap
Knowledge gap refers to the difference in understanding between the manager
(service deliverer) and the customer's expectations. You can bridge this gap by
understanding the customer's needs and expectations. You can create effective
communication channels, receiving customer feedback, and regular market
research. This will align your knowledge with the actual expectations of the
customer.
2 - Policy gap
The policy gap represents the misalignment between the management’s
perception of customer expectations and the actual service standard policies
and specifications. Closing this gap involves refining internal policies to
accurately reflect customer needs. Understand the customer complaints and make it
easier to translate the customer experience into service quality specifications.
3 - Delivery gap
The delivery gap reveals the disparity between specified service quality and the
actual delivery of the service. It emphasizes the need to synchronize the delivery
process with the delivery expectations. The solutions for this gap are simple. Make
sure that your service delivery aligns with your predefined service quality
specifications and meets your customer expectations.
4 - Communication gap
The communication gap reflects the discrepancy between what an enterprise
communicates about its services and the actual service delivery. The gap
between how a company perceives its service and its service delivery can lead to
many problems. Closing this gap involves aligning your marketing messages with
the reality of your service delivery and enhancing transparency.
5 - Perception gap
The perception gap signifies the distinction between the customer's perception
of the delivered service and their initial expectations. It reveals the subjective
nature of customer perception. You can close this gap by understanding your
customer’s perspectives and actively seeking feedback. Also, addressing any
discrepancies between the perceived and expected service will immensely help
enhance your service delivery.
Examples of Gap model of service
Applying the service quality GAP model will differ in many sectors because the
examples of service quality vary in each industry and business. Any company or
enterprise offering products or services to any type of customer portfolio can
benefit from this model.
Example #1
For example, think of a hotel. Hotel management uses customer feedback surveys
and reviews them to understand guests' expectations (knowledge gap).
Recognizing the need for personalized services, the hotel revised its policies and
included a guest preference profile (policy gap). With updated policies, the hotel
ensures its service delivery aligns with the new personalized approach (delivery
gap).
The hotel updates its marketing materials to communicate enhanced personalized
services and establishes clear communication for guest preference profiles
(communication gap). Following all these changes, the guest can perceive a
noticeable improvement in the service quality. Now, the experience offered
exceeds the actual customer expectations (perception gap).
