Brief GAPS Analysis Questions

Services Marketing

Here are the questions you should ask with any gaps analysis. You can also see that they create
a nice outline for a service quality consultation. This is the content for Pre-Exam 1. I will ask, for
example, ‘What three questions should you ask in Customer Gap 0?” and you can respond with
the three questions below. Alternatively, you can also

Customer Gap 0: The Quality Gap. (The customers’ experience of the service does not match
their expectations.)
0.1 What are the service attributes?
0.2 How do customers perceive quality during the service?
0.3 What are customer expectations before, during, and after the service?

Provider Gap 1: The Listening Gap. (The provider does not understand customer wants &
needs.)
1.1 What is the state of their market research?
1.2 Do they think of their customers as single transactions or lifelong relationships?
(CRM)
1.3 Do they recognize service failures and respo nd with appropriate recoveries?

Provider Gap 2: The Design & Standards Gap. (The design of the service does not align with
customer wants & needs.)
2.1 Do they have a well-designed process?
2.2 Do they manage by appropriate standards?
2.3 Do they innovate to meet customer needs?

Provider Gap 3: The Performance Gap. (The service delivery does not align with the design.)
3.1 Do they align the triangle?
3.2 Is their HR management appropriate for the service design?
3.3 Are their customers coproducing effectively?
3.4 Are they managing the supply and demand properly?

Provider Gap 4: The Communications Gap. (The services communication doesn’t effectively
contribute to the service.)
4.1 Is the communication content appropriate for services?
4.2 Are they addressing services challenges?
4.3 Is the price right?

On the next page is a different version which is easier to memorize:

Customer Gap 0:
1. Attributes?
2. Quality Perceptions?
3. Expectations?
Provider Gap 1: Listening
1. Market research?
2. CRM?
3. Service failure & recovery?
Provider Gap 2: Design
1. Design?
2. Standards?
3. Innovation?
Provider Gap 3: Performance
1. Aligned?
2. HR?
3. Coproducing?
4. Supply/Demand?
Provider Gap 4: Communication
1. Content?
2. Challenges?
3. Price?