mkt 350 chapter_2
TRANSCRIPT
![Page 1: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/1.jpg)
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Chapter 2The Gaps Model of Service Quality
![Page 2: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/2.jpg)
ChapterChapter
22Conceptual Framework of the Book: The Gaps Model of Service Quality
The Customer Gap The Provider Gaps:
Gap 1 – The Listening Gap not knowing what customers expect
Gap 2 – The Service Design and Standards Gap not having the right service designs and standards
Gap 3 – The Service Performance Gap not delivering to service standards
Gap 4 – The Communication Gap not matching performance to promises
Putting It All Together: Closing the Gaps 2-2
![Page 3: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/3.jpg)
Gaps Model of Service Quality
![Page 4: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/4.jpg)
Objectives for Chapter 2:The Gaps Model of Service Quality Introduce the framework, called the gaps model of service
quality, used to organize this textbook.
Demonstrate that the gaps model is a useful framework for understanding service quality in an organization.
Demonstrate that the most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions.
Show that four gaps that occur in companies, which we call provider gaps, are responsible for the customer gap.
Identify the factors responsible for each of the four provider gaps.
2-4
![Page 5: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/5.jpg)
The Customer Gap
2-5
![Page 6: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/6.jpg)
Provider Gap 1: Not knowing what customers expect
Provider Gap 2: Not selecting the right service designs and standards
Provider Gap 3: Not delivering to service standards
Provider Gap 4: Not matching performance to promises
Customer Expectations
Customer Perceptions
Key Factors Leadingto the Customer Gap
CustomerGap
2-6
![Page 7: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/7.jpg)
Gaps Model of Service Quality
Customer Gap: difference between customer expectations and perceptions
Provider Gap 1 (Listening Gap): not knowing what customers expect
Provider Gap 2 (Service Design & Standards Gap): not having the right service designs and standards
Provider Gap 3 (Service Performance Gap): not delivering to service standards
Provider Gap 4 (Communication Gap): not matching performance to promises
2-7
![Page 8: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/8.jpg)
Company perceptions of customer expectations
Customer expectations
CUSTOMER
COMPANY
Gap 1:The Listening Gap
Provider Gap 1
Perceived Service
2-8
![Page 9: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/9.jpg)
Key Factors Leading to Provider Gap 1
2-9
![Page 10: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/10.jpg)
CUSTOMER
COMPANY
Gap 2: The Service Design and Standards Gap
Customer-driven service designs and standards
Company perceptions of customer expectations
Provider Gap 2
2-10
![Page 11: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/11.jpg)
Key Factors Leading to Provider Gap 2
2-11
![Page 12: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/12.jpg)
CUSTOMER
COMPANY Service delivery
Gap 3: The Service Performance GapCustomer-driven
service designs and standards
Provider Gap 3
2-12
![Page 13: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/13.jpg)
Key Factors Leading to Provider Gap 3
2-13
![Page 14: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/14.jpg)
CUSTOMER
COMPANYExternal communications to customers
Gap 4: The Communication Gap
Provider Gap 4
Service delivery
2-14
![Page 15: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/15.jpg)
Key Factors Leading to Provider Gap 4
2-15
![Page 16: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/16.jpg)
Gaps Model of Service Quality
2-16
![Page 17: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/17.jpg)
Discussion: Ways to Use Gap Analysis
Overall Strategic Assessment: How are we doing overall in meeting or exceeding
customer expectations?
How are we doing overall in closing the four company gaps?
Which gaps represent our strengths and where are our weaknesses?
2-17
![Page 18: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/18.jpg)
Ways to Use Gap Analysis
Specific Service Implementation Who is the customer? What is the service?
Are we consistently meeting/exceeding customer expectations with this service?
If not, where are the gaps and what changes are needed? (Examine gaps 1-4 for this particular service.)
2-18
![Page 19: Mkt 350 chapter_2](https://reader034.vdocuments.us/reader034/viewer/2022042514/55a588861a28abd4138b4589/html5/thumbnails/19.jpg)
T h a n k Y o u F o r Y o u r T i m e