GAP Model of Service Quality

SERVQUAL Model (also called Gaps model) is an empiric model by Zeithaml, Parasuraman and Berry to compare service quality performance with customer service quality needs. It is used to do a gap analysis of an organization’s service quality performance against the service quality needs of its customers. That’s why it’s also called the GAP model.

It takes into account the perceptions of customers of the relative importance of service attributes. This allows an organization to prioritize.

There are  five core components of service quality:

• Tangibles: physical facilities, equipment, staff appearance, etc.

• Reliability: ability to perform service dependably and accurately.

• Responsiveness: willingness to help and respond to customer need.

• Assurance: ability of staff to inspire confidence and trust.

• Empathy: the extent to which caring individualized service is given.

The four themes that were identified by the SERVQUAL developers were numbered and labelled as:

Gap 1 – Knowledge Gap

Knowledge Gap is the difference between customer expectations and management’s understanding of those expectations. This gap occurs when managers do not accurately know what customers want, need, or consider important. Since service quality depends heavily on meeting customer expectations, misunderstanding these expectations can lead to inappropriate service decisions.

For example, customers of a bank may expect quick responses to complaints and convenient digital services, while management may believe that customers are mainly concerned with low banking charges. If management focuses only on reducing charges, it may fail to improve the areas customers actually value.

Causes of Knowledge Gap

• Insufficient market research

• Poor communication with customers

• Inadequate customer feedback

• Lack of interaction between management and customers

• Poor understanding of changing customer needs

How to Reduce Knowledge Gap

Organizations can reduce this gap through customer surveys, feedback systems, complaint analysis, market research, and regular interaction with customers.

Gap 2 – Standards Gap

The Standards Gap refers to the difference between management’s understanding of customer expectations and the service-quality standards established by the organization. Management may correctly understand what customers want but may fail to convert this understanding into clear and measurable service standards.

For example, a hotel manager may understand that guests expect quick check-in. However, if the hotel does not establish a specific standard for check-in time, employees may not have a clear performance target. As a result, customers may experience delays even though management understands their expectations.

Causes of Standards Gap

• Poor service design

• Lack of clear service standards

• Inadequate management commitment

• Insufficient resources

• Poor planning

How to Reduce Standards Gap

Organizations should establish clear, measurable, customer-oriented service standards and provide employees with adequate resources and training.

Gap 3 – Delivery Gap

Delivery Gap is the difference between service-quality standards and the actual service delivered to customers. This gap occurs when an organization establishes appropriate service standards but employees or operational systems fail to meet those standards.

For example, a restaurant may establish a standard that customer orders should be served within 15 minutes. However, if customers regularly wait 30 minutes because of staff shortages, poor coordination, or inefficient kitchen processes, a Delivery Gap exists.

Causes of Delivery Gap

• Poor employee training

• Lack of resources

• Inadequate supervision

• Employee workload

• Poor teamwork

• Ineffective processes

How to Reduce Delivery Gap

Organizations can reduce this gap through employee training, motivation, empowerment, adequate staffing, performance monitoring, and effective operational systems.

Gap 4 – Communication Gap

Communication Gap refers to the difference between the service actually delivered and what the organization communicates or promises to customers. This gap occurs when advertising, sales promotions, websites, social media, salespeople, or other communication channels create expectations that the organization cannot realistically fulfill.

For example, a hotel may advertise “24-hour instant room service,” but customers may experience significant delays when ordering food. Even if the hotel provides reasonably good service, the difference between the promise and actual performance can create dissatisfaction.

Causes of Communication Gap

• Exaggerated advertising

• Unrealistic promises

• Poor coordination between marketing and operations

• Inaccurate information

• Misleading promotional messages

How to Reduce Communication Gap

Organizations should ensure that marketing communications accurately reflect actual service capabilities and maintain coordination between marketing, operations, and customer-service departments.

Gap 5 – Customer Gap

Customer Gap is the difference between customer expectations and customer perceptions of the service actually received. It represents the final and most important gap from the customer’s perspective. When customers perceive that service performance is lower than their expectations, dissatisfaction occurs. When performance meets expectations, satisfaction is more likely, and when performance exceeds expectations, customers may experience delight.

For example, a customer may expect a hotel to provide fast check-in, clean rooms, courteous employees, and immediate assistance. If the hotel delivers all these services effectively, the Customer Gap is small or nonexistent. However, if customers experience delays, poor cleanliness, or unhelpful employees, the perceived service falls below expectations and a negative Customer Gap occurs.

Causes of Customer Gap

The Customer Gap can result from one or more of the previous gaps:

• Knowledge Gap

• Standards Gap

• Delivery Gap

• Communication Gap

How to Reduce Customer Gap

Organizations should understand customer expectations, establish appropriate standards, deliver services consistently, communicate honestly, and continuously collect customer feedback.

Uses of Gaps Model of Service Quality

• Identifying Service Quality Gaps

The model helps organizations pinpoint gaps between customer expectations and perceptions at various stages of service delivery. These gaps include the Knowledge Gap (difference between customer expectations and management’s understanding), the Policy Gap (difference between management’s understanding and service specifications), the Delivery Gap (difference between service specifications and actual service delivery), the Communication Gap (difference between service delivery and external communications), and the Perception Gap (difference between customer perceptions and expected service).

• Improving Customer Understanding

By addressing the Knowledge Gap, businesses can enhance their understanding of customer needs and expectations. This involves gathering and analyzing customer feedback, market research, and other data to better align services with customer demands.

• Aligning Service Specifications with Delivery

The Policy Gap helps organizations align service specifications with actual delivery. By refining service standards and ensuring they are feasible and clearly communicated, businesses can reduce discrepancies between what is promised and what is delivered.

• Enhancing Service Training and Execution

Addressing the Delivery Gap involves improving staff training and operational processes. This ensures that employees are well-equipped to deliver services that meet or exceed customer expectations, thereby reducing performance inconsistencies.

• Optimizing Communication Strategies

The Communication Gap highlights the need for consistency between marketing messages and actual service delivery. By aligning communication strategies with real service capabilities, businesses can manage customer expectations more effectively and avoid misunderstandings.

• Monitoring Service Performance

The model provides a framework for continuous monitoring and assessment of service quality. Regular evaluations of each gap can help organizations identify and rectify issues promptly, ensuring ongoing service improvement.

• Enhancing Customer Satisfaction and Loyalty

By systematically addressing each gap, businesses can improve overall service quality. This leads to higher customer satisfaction, stronger loyalty, and a better competitive position in the market.