Gaps Model of Service Quality

Expected Service CUSTOMER

Customer Gap

Perceived Service
Service Delivery External Communications to Customers

COMPANY
Gap 3 Gap 1 Gap 2

Gap 4

Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations

Not Knowing What Customers Expect

Customer Expectations

Gap 1

Inadequate marketing research orientation Lack of upward communication Insufficient relationship focus Inadequate service recovery
Company Perceptions of Customer Expectations

Not Selecting The Right Service Designs And Standards

Customer-Driven Service Designs and Standards

Gap 2

Poor service design Absence of customer-driven standards Inappropriate physical evidence and services gap
Management Perceptions of Customer Expectations

Not Delivering To Service Designs And Standards

Customer-Driven Service Designs and Standards

Gap 3

Deficiencies in human resource policies Customers who do not fulfill roles Problems with service intermediaries Failure to match supply and demand
Service Delivery

Not Matching Performance To Promises

Service Delivery

Gap 4

Lack of integrated services marketing communications. Ineffective management of customer expectations. Overpromising. Inadequate horizontal communications.
External Communications to Customers

Lasting Service Intensifiers

Explicit Service Promises Desired Service

Implicit Service Promises

Word Of Mouth

Personal Needs

Temporary Service Intensifiers

ZONE OF TOLERANCE Past Experience

Perceived Service Alternatives Adequate Service Self Perceived Service Role

Predicted Service

Situational Factors

Expressing Dissatisfaction

Service Failure

Take Action

Do Nothing

Switch Providers Complain to Provider

Complain to Family & Friends

Stay with Provider

Complain to Third Party

Switch Providers

Stay with Provider

Communications and the Services Marketing Triangle

Company
Internal Marketing Vertical
Communications Horizontal Communications

External Marketing Communication

Advertising Sales Promotion Public Relations Direct Marketing

Employees

Interactive Marketing Personal

Selling Customer Service Center Service Encounters Services capes

Customers

Evidence of Service from the Customers Point of View

Operational flow of activities Steps in process Flexibility vs. standard

Contact employees Customer him/herself Other customers

People

Technology vs. human

Process

Physical Evidence

Tangible communication Servicescape Guarantees Technology Website

ATM
ATM
35000

30000

25000

20000 ATM

15000

10000

5000

0 CBI SBI ALLAHBAD BANK BANK OF BARODA UBI ICICI HDFC AXIS

TRANSACTIONS
AXIS HDFC

ICICI

UBI Series2 BANK OF BARODA Series1

SBI

CBI 0

100000

200000

300000

400000

500000

600000