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GAPS MODEL

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The customer gaps

Expected

Service

Perceived

Service

GAP

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Customer expectations

Controlled factors

Pricing

Advertising Limited ability

Personal need

Word of mouth communication

Competitors offering

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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

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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 andcustomers

Too many layers between top management andpersonnel

Insufficient relationship focus

Inadequate service recovery

Lack of encouragement to listen to customers complaints

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GAP 2: Not selecting the right service

designs and standards

Poor service design

Absence of customers- driven standards

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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

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GAP 4: Not matching performance to promises

Lack of integrated service marketinf

communication

Overpromising

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