Gaps model

Definition

The gaps model is a framework used to identify and analyze the differences between customer expectations and perceptions of service quality. This model highlights five key gaps that can occur in service delivery, which can lead to customer dissatisfaction. By understanding these gaps, organizations can take corrective actions to enhance service quality and improve customer satisfaction.

5 Must Know Facts For Your Next Test

1. The gaps model outlines five key gaps: gap 1 (knowledge gap), gap 2 (policy gap), gap 3 (delivery gap), gap 4 (communication gap), and gap 5 (perception gap).
2. Gap 1 occurs when there is a difference between customer expectations and management's understanding of those expectations.
3. Gap 3 highlights the discrepancy between service quality specifications and the actual service delivered.
4. Organizations can use the gaps model to pinpoint specific areas for improvement in service processes, ultimately enhancing customer satisfaction.
5. By addressing the gaps identified in the model, companies can create a better alignment between what customers expect and what they actually experience.

Review Questions

• How does the gaps model help organizations understand customer perceptions of service quality?
  • The gaps model assists organizations by systematically identifying the discrepancies between what customers expect and what they perceive they receive in terms of service quality. By analyzing each of the five gaps, companies can uncover specific areas where they are falling short and gain insights into customer needs. This understanding allows organizations to implement targeted improvements that align their service delivery with customer expectations, thus enhancing overall satisfaction.
• Discuss how addressing the knowledge gap in the gaps model can improve customer satisfaction.
  • Addressing the knowledge gap involves ensuring that management has a clear and accurate understanding of customer expectations. By conducting market research, surveys, and direct feedback sessions, organizations can gather valuable insights into what customers truly desire. When management is well-informed about these expectations, they can develop appropriate service strategies and policies that meet customer needs more effectively, leading to higher levels of satisfaction and loyalty.
• Evaluate the potential impact on a business if it fails to address the gaps identified in the gaps model.
  • If a business neglects to address the gaps identified in the gaps model, it risks facing significant consequences such as decreased customer satisfaction, negative word-of-mouth, and ultimately a decline in revenue. Customers who perceive that their expectations are not being met may switch to competitors or express their dissatisfaction publicly. This not only affects current sales but can also harm the brand's reputation in the long term. Therefore, actively identifying and closing these gaps is crucial for maintaining a competitive edge and ensuring sustainable business success.

Related terms

Service Quality: The assessment of how well a delivered service meets customer expectations.

Customer Satisfaction: The measure of how products or services provided meet or exceed customer expectations.

Service Delivery: The process through which a service is provided to the customer, encompassing all interactions and experiences.