100%(1)1 out of 1 people found this document helpful
This preview shows page 1 - 3 out of 6 pages.
Conceptual Framework of the Book: The Gaps Model of Service Quality The Customer Gap: The customer gap is the difference between customer expectations and perceptions. Customer expectations are standards or reference points that customers bring into the service experience, whereas customer perceptions are subjective assessments of actual service experiences. Customer expectations often consist of what a customer believes should or will happen. The sources of customer expectations are marketer-controlled factors (such as pricing, advertising, and sales promises) as well as factors that the marketer has limited ability to affect (innate personal needs, word-of-mouth communications, and competitive offerings). The Provider Gaps: To close the all-important customer gap, the gaps model suggests that four other gaps—the provider gaps—need to be closed. These gaps occur within the organization providing the service (hence the term provider gaps) and include: Gap 1: The listening gap Gap 2: The service design and standards gap Gap 3: The service performance gap Gap 4: The communication gap
-Provider Gap 1: The Listening Gap: Provider gap 1, the listening gap, is the difference between customer expectations of service and company understanding of those expectations. The primary reason that many firms do not meet customers’ expectations is that the firms lack an accurate understanding of exactly what those expectations are. Key factors leading to Provider gap 1, the Listening gap: An inadequate customer research orientationis one of the critical factors. When management or empowered employees do not acquire accurate information about customers’expectations, this gap is large. Formal and informal methods to capture information about customer expectations must be developed through customer research. Techniques involving a variety of traditional