Marketing of Services Assignment

TOPIC: The Gap Model of Service Quality

Submitted by:

KULDIP BARMAN

MBA 5th Trimester

Roll no. 181420013029

Question: Identify any service organization which locally operates. With

reference to service gap model try to identify the various gaps of the
organization.

ANSWER:

The Gap Model of Service Quality is a framework which can help us to

understand customer expectation and satisfaction. The Model shows the four
major satisfaction gaps that organisations must address when seeking to meet
customer expectations. In the Gap Model of service quality, customer
satisfaction is largely a function of perception.

For better understanding of the Service Gap Model, I have selected “Street za”
a local fast food joint located in the heart of Guwahati.

Now let’s have a look at the various service gaps that Street za has –

Gap-1: The Listening Gap: The Listening Gap is the difference between the
customer’s expectation of the service and the company’s provision of that
service. Essentially, this gap arises because management does not know
exactly what customers expect.

In street za they suffer from this gap because they don’t offer items like extra
mayonnaise but customers expect such items so that they can dip in their
momo’s, rolls, etc, to get an additional taste which they are simply not
offering.

Gap-2: The Service Design and Standards Gap: The Service Design and
Standards Gap is the difference between management understands of the
customer needs and the translation of that understanding into service delivery
policies and standards.

In Street za they suffer from this gap because they may offer items like
mayonnaise but the quality isn’t as good as people expect.

Gap-3: The Service Performance Gap: The Service Performance Gap is the
difference between service delivery policies and standards and the actual
delivery of the services.

In Street za this gap will arise when the customer order for extra mayonnaise
and are informed that the kitchen has run out. In that case, the supply hasn’t
been adequately matched to demand.

Gap-4: The Communication Gap: The Communication Gap is the gap between
what is promised to the customers through advertisements and what gets
delivered.

In Street za this gap will arise when they are promising the customers some
complimentary and delicious items like extra mayonnaise through
advertisement but in reality, the mayonnaise is good but it isn’t as delicious or
striking as it looked in the advertisement.

According to the Gap Model of Service Quality, the only way to close the
customer gap is to close the 4 Gaps in the model. The extent to which one or
more of these 4 gaps exist will determine the extent to which customers
perceived quality fall short of their expectations.

Thank You.