GAP ANALYSIS

Gap 1 (Knowledge Gap)

The difference between what customers expect from a service and what the company understands about those expectations.

Inadequate marketing research orientation

Insufficient focus on service quality in marketing research efforts.

Lack of upward communication

Insufficient interaction and communication between management and frontline employees regarding customer feedback.

Insufficient relationship focus

Emphasis on transactions rather than building long-term relationships with customers.

Inadequate service recovery

Failure to effectively address customer complaints and service failures.

Gap 2 (Service Design and Standards Gap)

The discrepancy between management's perception of customer expectations and the actual service delivery standards set.

Poor system design

Undefined service processes that do not align with customer needs.

Absence of customer-driven standards

Lack of alignment between service goals and customer expectations.

Inappropriate physical evidence

Tangibles that do not meet customer expectations or needs.

Perception of infeasibility

Managers' belief that customer expectations cannot be realistically met.

Lack of task standardization

Absence of consistent service delivery programs.

Gap 3 (Service Performance Gap)

The difference between the service standards set by the organization and the actual service delivered.

Deficiencies in human resources

Issues such as poor recruitment and lack of employee empowerment affecting service delivery.

Customers who do not fulfill roles

Customers lacking knowledge of their responsibilities, impacting service quality.

Problems with service intermediaries

Conflicts and quality control issues arising from third-party service providers.

Failure to match supply and demand

Inability to manage service demand fluctuations effectively.

Gap 4 (Communication Gap)

The firm's ability to meet customer expectations based on its promises.

Lack of integrated marketing communications

Viewing external communications as separate rather than cohesive.

Ineffective management of customer expectations

Failure to educate customers about what to expect from services.

Overpromising

Making commitments in advertising that exceed actual service capabilities.

Inadequate horizontal communication

Insufficient communication across departments affecting service consistency.