Gaps in PVR:

The Customer Gap: The Gap between Customer Expectations and Customer Perceptions.
Customer expectation is what the customer expects according to available resources and is
influenced by cultural background, family lifestyle, personality, demographics, advertising,
experience with similar products and information available online. Customer perception is totally
subjective and is based on the customer’s interaction with the product or service.
In Case of PVR cinemas:
Gap Closed
Entertainment industry is being flourishing from past few years and PVR has been the pioneer in
this industry because of the quality of services it provides. PVR has been the trend setter and
because of which it has helped its customers to build up a perception about this industry by their
offerings and kind of services.
The Knowledge Gap: The Gap between Consumer Expectation and Management Perception
The knowledge gap is the difference between the customer’s expectations of the service provided
and the company’s provision of the service. In this case, managers are not aware or have not
correctly interpreted the customer’s expectation in relation to the company’s services or
products. If a knowledge gap exists, it may mean companies are trying to meet wrong or non-
existing consumer needs.
In Case of PVR cinemas:
Gap Closed
PVR in recent times have been involved on so many activities because of which they
successfully were able to connect with the customers. Following are some of the activities:
• Social media communication
• Good CRM practices
• Good market research

The Policy Gap: The Gap between Management Perception and Service Quality Specification
This gap reflects management’s incorrect translation of the service policy into rules and
guidelines for employees. Some companies experience difficulties translating consumer
expectation into specific service quality delivery. This can include poor service design, failure to
maintain and continually update their provision of good customer service or simply a lack of
standardization. This gap may see consumers seek a similar product with better service
elsewhere.
In Case of PVR cinemas:
Gap Closed
Following are the efforts made to close the policy gap:
• Well defined blue print of services
• Customer oriented service design
• Good ambience
• Cleanliness
• Physical evidence
The Delivery Gap: The Gap between Service Quality Specification and Service Delivery
This gap exposes the weakness in employee performance. Organisations with a Delivery Gap
may specify the service required to support consumers but have subsequently failed to train their
employees, put good processes and guidelines in action.
In Case of PVR cinemas:
Gap Exists
Generally, customers are satisfied with the kind of service PVR has provided to them. But there
have been few instances where customers were not satisfied with the services provided but the
quick and prompt responsiveness of PVR management has taken proper care of all the
grievances.
Following are some of the initiatives those have been taken to improve their services:
• Improving HR policies
• Directly connecting with the customer in case of any grievance.
• Customer centric services
The Communication Gap: The Gap between Service Delivery and External Communications
In some cases, promises made by companies through advertising media and communication raise
customer expectations. When over-promising in advertising does not match the actual service
delivery, it creates a communication gap.
In Case of PVR cinemas:
Gap Exists
Following are the reasons for the same:
• Lack of education for customer
• Lack of internal marketing
• Lack of standardization of services at all multiplexes
Gaps in INOX:
Knowledge gap: The knowledge gap hypothesis explains that knowledge, like other forms of
wealth, is often differentially distributed throughout a social system.
Efforts to close the gaps:
 Interaction through social media.
 Good CRM practice.
 Good market research.
Standard gap: Difference between the firm's perceptions of customers' expectations and the
service standards it sets.
Efforts to close the gaps:
 Well defined blueprints.
 Customer oriented service design.
 Good ambience.
 Cleanliness.
 Physical evidence.
Delivery gap: The delivery gap is the difference between service delivery policies and standards
and the actual delivery of the service. This gap can occur for a number of reasons: Deficiencies
in human resources policies. Failure to match supply to demand. Employee lack of knowledge of
the product.
Efforts to close the gaps:
 Need to change the HR policies.
 Need to get rid of customer who negatively impact other customer.
Communication gap: Communication Gap is when the meaning intended by the speaker or
sender is not what is understood by the recipient. There might be several reasons for
communication gaps to arise in the workplace.
Efforts to close the gaps:
 Need to educate the employee for better service.
 Lack of internal marketing.
 Absence of communication in all the forms of communication.

Gaps in carnival cinemas:

The knowledge gap: The knowledge gap is the difference between the customer’s expectations
of the service and the company’s provision of that service.
 Lack of management and customer interaction.
 Lack of communication between service employees and management.
 Insufficient market research.
  Insufficient relationship focus.
 Failure to listen to customer complaints.
The policy gaps: This gap arises because of the difference between the retailer's perception of
customers' expectations and the customer service standards it sets. Here, standards are set to
communicate to customers' expectations and preferences rather than to store concerns such as
increasing turnover.
 Well defined blue prints.
 Physical evidence.
 Good ambience.
The perception gap: The perception gap is the difference between customer expectations and
customer perceptions. This gap occurs because customers do not always understand what the
service has done for them or they misinterpret the service quality.
 Perception of equality and fairness.
 Premium classes with average ticket price.
 Seat are relaxed as promised.
 Customer expect discount in festive season.
The service gap: the service gaps happens because customer expectation and services offering.
It also happens when the services are not offered at the right time or more delayed.
 The customer expectation of starting a movie is more delayed by actual time.
 The customer buying expectation of the ticket on the phone is not fulfilled.