Professional Documents
Culture Documents
Customer
Expectations
Customer GAP
Perceived
Service
CUSTOMER
GAP 1
COMPANY
Company
Perceptions of
Customer
Expectations
COMPANY
Customer-Driven
Service Designs &
Standards
GAP 2
Company
Perceptions of
Consumer
Expectations
Service Delivery
COMPANY
GAP 3
Customer-Driven
Service Designs &
Standards
CUSTOMER
Service Delivery
COMPANY
GAP 4
External
Communications
to Customers
Expected
Service
CUSTOMER
COMPANY
Customer
GAP
Perceived
Service
Service Delivery
GAP 3
Customer-Driven
Service Designs and
Standards
GAP 1
GAP 2
Company Perceptions of
Consumer Expectations
GAP 4
External
Communications
to Customers
Customer
GAP
Customer Expectations
Customer Perceptions
Customer Expectations
Provider
GAP 1
Company Perceptions of
Customer Expectations
Provider
GAP 1
Customer Expectations
Insufficient Relationship Focus
Lack of market segmentation
Focus on transactions rather than relationships
Focus on new customers rather than relationship customers
Company Perceptions of
Customer Expectations
Provider
GAP 2
Customer-Driven
Service Designs & Standards
Poor Service Design
Unsystematic new-service development process
Vague, undefined service designs
Failure to connect service design to service positioning
Management Perceptions
of Customer Expectations
Provider
GAP 2
Customer-Driven
Service Designs & Standards
Management Perceptions
of Customer Expectations
Provider
GAP 3
Service delivery
Provider
GAP 3
Customer-Driven
Service Designs & Standards
Problems with Service Intermediaries
Channel conflict over objectives and performance
Difficulty controlling quality and consistency
Tension between empowerment and control
Service Delivery
Provider
GAP 4
Service Delivery
External Communications
to Customers
Provider
GAP 4
Service Delivery
Overpromising
Overpromising in advertising
Overpromising in personal selling
Overpromising through physical evidence cues
External Communications
to Customers