Gap Analysis

Presentation by
Stephen Coppola

Table of Contents
Definition of Gap Analysis
Service Gap Analysis
SERVQUAL

Gaps Model
Dimension Model

Real World Gap Analysis

ISO 9001 2000

Definition of Gap

Analysis

Formal means to identify and correct

gaps between desired levels and
actual levels of performance
Used by organizations to analyze
certain processes of any division of
their company
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Service Gap Analysis

Expected level of service vs.
Actual level of
service provided
SERVQUAL
- 5 gaps
- 5 dimensions
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SERVQUAL
A gap analysis research
instrument
created by Parasuraman,
Zeithamel, and Berry
Introduced in 1988

SERVQUAL Model

SERVQUAL Model Gaps

Gap 1

The difference between actual

customer expectations and
managements idea or perception
of customer expectations
M a na ge m e nt
P e r c e p t io n s
o f C u s to m e r
E x p e c t a t io n s

E x p e c te d
S e r v ic e

SERVQUAL Model Gaps

Gap 2

Mismatch between managers

expectations of service quality and
service quality specifications

S e r v ic e
Q u a lit y
S p e c ific a t io n s

M an ag em en t
P e r c e p t io n s
o f C u s to m e r
E x p e c t a t io n s

SERVQUAL Model Gaps

Gap 3

Poor delivery of service quality

S e r v ic e
D e liv e r y

S e r v ic e
Q u a lit y
S p e c ific a t io n s
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SERVQUAL Model Gaps

Gap 4

Differences between service

delivery and external
communication with customer

S e r v ic e
D e liv e r y

E x te rn a l
C o m m u n ic a t io n s
to C u s to m e rs
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SERVQUAL Model Gaps

Gap 5

Differences between Expected and

Perceived Quality

E x p e c te d
S e r v ic e

P e r c e iv e d
S e r v ic e
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Gaps Model

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Gaps Model
There are 22 items which can be
rated

i.e. modern looking equipment, prompt

service, understanding of needs, etc.

These items are broken up into 5

dimensions:

Tangibles (Items 1-4)

Reliability (Items 5-9)
Responsiveness (Items 10-13)
Assurance (Items 14-17)
Empathy
(Items 18-22)

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Gaps Model
Perceptions and Expectations
are given a rating for certain
dimensions
Ratings scale

1 (Strongly Disagree) to 7 (Strongly

Agree)

Average expectation rating is

then subtracted from the
average perception rating

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Gaps Model

High Training needed

negative
=
in certain
rating
dimension

High
positive
rating

Dimension is OK,
no training
needed
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Gaps Model Example

For Example:
If a survey was taken which showed the
averages for each dimension is as
follows:
Dimension
Perception
Average
Tangibles
5.4
Reliability
5.6
Responsiveness
3.2
Assurance
6.2
Empathy
2.8

Average
2.4
4.6
3.4
4.2

Expectation

3.5

What dimension should be emphasized?

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Gaps Model Example

Perception Expectation = Difference

Tangibles:
5.4 - 2.4 = 3.0
Reliability:
5.6 - 4.6 = 1.0
Responsiveness:
3.2 - 3.5 = -0.3
Assurance:
6.2 - 3.4 = 2.8
Empathy:
2.8 - 4.2 = -1.4

Empathy has the lowest rating

therefore it is the dimension where
training should be emphasized the
most. A focus should also be placed on
Responsiveness because of its
negative rating.
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Applications of Gap
Analysis
ISO 9001 2000
Praxiom Research Group Limited
Process Approach
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ISO 9001 2000

Gap Analysis Tool
Phase 1: Identify Gaps
Phase 2: Fill Gaps

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ISO 9001 2000

Gap Analysis Tool
Identify Gaps:
Tool lists the five sets of requirements
from the ISO 9001 2000 as questions

Systematic
Management
Resource
Realization
Analytical

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ISO 9001 2000

Gap Analysis Tool
Identify Gaps:
Three answers are possible for each
question:
Yes organization has met one of ISOs
requirement
No points to a gap
N/A question is not applicable to
situation

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ISO 9001 2000

Gap Analysis Tool
Identify Gaps:
Each time NO is answered, there is
a column to help organization
identify which processes need to be
fixed
22 total processes which can be
fixed
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ISO 9001 2000

Gap Analysis Tool
Fill Gaps:
Preparation and Implementation
of System Development Forms
Each of the 22 processes listed
in Phase One has a system
development form
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ISO 9001 2000

Gap Analysis Tool
Fill Gaps:
These system development forms are
used to prepare System Development
Plans
The Gap Analysis questions are turned
into action statements
These action statements formulate
remedial actions which will fill in the
gaps
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ISO 9001 2000

Gap Analysis Tool
Fill Gaps:
Once all actions are performed
and gaps are filled, the
organization will have a

ISO 9001 2000 compliant

Quality Management System
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Summary of Gap
Analysis
Gaps can be found in any process of an
organizations operations
Tools like SERVQUAL, Two-Dimensional
Analysis, and ISO 9001 2000 can all be
used to perform gap analysis
Gap Analysis is one of the best
procedures to help lead a company to
not only improve their processes, but
recognize which processes are in need
of improvement.
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