SERVICE QUALITY

MODEL

BY , GROUP 6
RASHMI.S
SHILPI ADHIKARY
SISIRA.S. SASI
RAHUL SHARMA
ABHILASH IYYAPAN
 Facts !!!!!
 Subject of study since 1980’s.

 Service quality is a challenging topic in contemporary

quality management theory & practice..

 3 consistent findings:

 1. service quality is more difficult for the consumer to

evaluate than product quality;

 2.service quality perceptions result from a comparison of

consumer expectations with actual service performance;

 3. quality evaluations are not based solely on the outcome

of a service but also involve evaluation of the delivery

process.
 SERVICE
DIMENSIONS
 Reliability

 Responsiveness

 Competence

 Access

 Courtesy

 Communication

 Credibility

 Security

 Understanding/Knowing the customer

 Tangibles
SERVICE QUALITY
GAPS MODEL
 GAPS MODEL
• Offers an integrated view of consumer – company
relationship.

• Based on substantial research amongst a number of

service providers.

• Common with the Gronroos model, it shows the

Perception Gap & outlines contributory factors

• Here, Expected Service – fn of word of mouth

communication, past experience & personal need.
• Perceived service – product of service delivery
& external communication to consumers.

• However the GAP model goes further in its

analysis of the key contributory factors.

• It provides a more rigorous description of the

contributory Gaps & lists key drivers for each
gap and generic breakdown of each of these
drivers.
 GAPS IN THE MODEL
 Gap 1: Customer Expectations – Management

Perceptions Gap

 Gap 2: Management Perceptions - Service Quality

Specifications Gap

 Gap 3: Service Quality Specifications - Service Delivery

Gap

 Gap 4: Service Delivery - External Communications Gap

 Gap 5: Expected Service - Perceived Service Gap (or the

Service Performance Gap)

 GAP 1
 Customers Expectations –Management
Perceptions Gap

 Causes:

 1. Inadequate market research orientation

 2. Lack of upward communication

 3. Insufficient customer relationship focus.

 PREVENTION
MEASURES
 Collect Data On Customer Expectations

 Relate Customer Data To Overall Service Strategy

 Increase Management Contact With Customers

 Increase Internal Communications

 Track Performance On Satisfaction

 GAP 2
 Management Perceptions - Service Quality
Specifications Gap.

 Causes:

 1. Absence of customer driven standards.

 2. Inadequate service leadership

 3. Poor service design

 PREVENTION
MEASURES
 Leadership commitment

 “Can’t be done” - create possibilities

 Standardize tasks

 Goal setting - based on service goals

 GAP 3
 Service Quality Specifications - Service
Delivery Gap.
 Causes:
 1. Deficiencies of human resource
policies – no training, empowerment…
 2. Failure to match supply & demand
 3. Customers not fulfilling roles
 CONTD….
 Provide data on performance, on definition of standards
for excellent service

 Provide opportunity to change and to grow

 Provide training - educate employees about customers

 Harmonise roles - define in customer service terms

 Develop team environment - work together

 Empower people to solve problems

 Provide support to employees to create high performance

service
 GAP 4
• Service Delivery - External Communications
Gap.

• Causes:

• 1. Ineffective management of customer

expectations

• 2. Overpromising

• 3. Inadequate horizontal communications.

CONTD…..
 Break down barriers between departments

 Communicate freely

 Understand and mentor internal customers

 Standardize and communicate policies and procedures

 Communicate standards, policies and procedures to

 Customers

 Emphasise primary characteristics

 Manage customer expectations

 GAP 5
• Expected Service - Perceived Service Gap

• This gap is the result of the other gaps

• This is the gap the customer notices

• Feedback on this gap (complaints) is diagnostic of

the other gaps

• Here is where we obtain information that provides

the imperative for improvement.

• Proactively seeking feedback here is essential to

improvement
THANK YOU