Service Quality Gap Model

Definition

The Service Quality Gap Model is a framework that identifies the gaps between customer expectations and the actual service delivered, helping organizations understand where service quality can be improved. This model highlights five distinct gaps: the knowledge gap, the policy gap, the delivery gap, the communication gap, and the perception gap. By addressing these gaps, businesses can enhance customer satisfaction and loyalty.

5 Must Know Facts For Your Next Test

1. The knowledge gap refers to the difference between what customers expect and what management believes customers expect, highlighting the need for accurate market research.
2. The policy gap occurs when service delivery policies do not align with customer expectations, indicating a need for clearer guidelines and training for staff.
3. The delivery gap highlights the discrepancy between service standards set by a company and the actual service delivered by employees, suggesting a need for better employee training and motivation.
4. The communication gap points to differences between what is promised in marketing communications and what is actually delivered, which can lead to customer disappointment.
5. The perception gap reflects how customers perceive the quality of service received compared to their expectations, emphasizing the importance of managing customer perceptions effectively.

Review Questions

• How does the Service Quality Gap Model help businesses identify areas for improvement in service delivery?
  • The Service Quality Gap Model helps businesses identify areas for improvement by mapping out the five distinct gaps that can exist between customer expectations and actual service delivery. By analyzing these gaps—knowledge, policy, delivery, communication, and perception—organizations can pinpoint specific issues that need addressing. This structured approach allows businesses to focus on what changes can enhance service quality and ultimately lead to higher customer satisfaction.
• Discuss how addressing the delivery gap can impact overall customer satisfaction within an organization.
  • Addressing the delivery gap can significantly enhance overall customer satisfaction by ensuring that the actual service delivered meets or exceeds established service standards. When an organization identifies inconsistencies in service performance and takes action to improve staff training, motivation, and resource allocation, it reduces the likelihood of service failures. As a result, customers are more likely to have positive experiences that align with their expectations, leading to increased loyalty and repeat business.
• Evaluate the implications of the communication gap on brand reputation and customer trust in a competitive market.
  • The implications of the communication gap on brand reputation and customer trust are substantial in a competitive market. When there is a disconnect between what is promised through marketing communications and what is delivered in reality, it can lead to significant customer disappointment. This disappointment erodes trust in the brand and negatively affects its reputation, making it challenging to retain existing customers or attract new ones. Brands that effectively manage their communication strategies while delivering on their promises foster stronger relationships with customers and stand out in a crowded marketplace.

Related terms

Customer Expectations: The beliefs or assumptions that customers have regarding the level of service they will receive from a service provider.

Service Delivery: The actual experience and performance of the service provided to customers, which can differ from their expectations.

Customer Satisfaction: A measure of how well a service meets or exceeds customer expectations, which is influenced by the gaps identified in the Service Quality Gap Model.