An analysis of the five gap model

1811 WordsMay 23, 20048 Pages
Introduction Quality of service has been studied in the area of business management for years because the market is more competitive and marketing management has transferred its focus from internal performance such as production to external interests such as satisfaction and customers' perception of service quality. Based on this traditional definition of service quality, Parasuraman, Zeithaml, and Berry (1985) developed the "Gap Model" of perceived service quality. This model has five gaps: Gap 1. Consumer expectation - Management perception gap Gap 2. Management perception - Service quality specification gap Gap 3. Service quality specifications - Service delivery gap Gap 4. Service delivery - External communication gap Gap 5.…show more content…
In addition, management has to ensure that all employees understand exactly what the customer wants within organizational constraints. This way, an organizational infrastructure is built that allows each employee, individually or collectively, to work towards a common goal of providing customers with what they want so that a quality service is provided. Gap Two--Specification Between management perceptions of customer expectations and service quality specifications i.e. the wrong service-quality standards This gap may occur when management is aware of customers' expectations but may not be willing or able to put systems in place that meet or exceed those expectations. For example, putting systems in place may require changes in fundamental organizational work processes, acquiring expensive new technology, or refocusing organizational attitudes to understand service from the customer's point of view. The first factor responsible for this gap is an inadequate commitment to service quality. Management of effective organizations must view service quality as a key strategic goal; the absence of an organizational commitment to service quality is a virtual guarantee of a wide Gap 2. Several key questions to ask when evaluating the extent of Gap 2 are as follows: Are resources committed to departments to improve service quality? Do internal programs exist for improving the quality of customer

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