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Prasoon Jain

7 February 2012

GAP MODEL
Jitendra Kumar Dixit

Prasoon Jain

7 February 2012

GAP MODEL
GAP was of service quality was developed developed by Parusuraman ,Zeithaml and Berry . The GAP model of service is divided in two parts. One part relates to the internal process in a customer and the other part relates to the process involved between service provider & consumer. In the GAP model, five steps are identified, taking in to consideration the process discrepancies between the elements of the service management process. Each GAP arise due to inconsistencies & deficiencies in the management process.
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Prasoon Jain

7 February 2012

Word of mouth communication

Personal Needs Expected Services

Past Experience

consumer

-------------------GAP5

Perceived Services ---------------------------------------------------------------------------------------------------------------------------------------------GAP4 Marketer External Service Delivery communication (Including pre & s to consumers post -contracts) GAP3 ----------------------------------

GAP 1

-----------------------------------------------------------------------------

---------------------

----Management perceptions of consumer expectation

GAP2

Translation of perceptions in to service quality specifications

Prasoon Jain

7 February 2012

et us examine how gap arises and possible reasons for each gap to develop in a service organization.

GAP One- Management Perception gap


(The difference between expected services by customers and the managements perceptions of consumer expectations) Service companies often fail to understand properly the expectations of consumers. The reasons for the gap to arise may be many.

Prasoon Jain

7 February 2012

The key factors leading to GAP One are as followsExpected Services

Insufficient marketing research Inaccurate information from marketing research Poorly interpreted information about expectations No demand analysis Lack of interactions between management and customers Insufficient upward & downward communication No market segmentation No relationship focus

GAP 1

Management perceptions of consumer expectation

Prasoon Jain

7 February 2012

GAP Two: Quality specifications gap


(The difference between the company perception of customer expectation and customer driven service designs and standards)

Translation of the service quality specifications is really a complex job the service providers have to handle. GAP Two may occur due to the following reasons-Lack of customer driven service standards Lack of formal process for setting service quality goals Unclear service designs Unsystematic new service development process Lack of support from top management
Translation of perceptions in to service quality specifications

GAP 2 Management perceptions of consumer expectation


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Prasoon Jain

7 February 2012

GAP Three; Service delivery gap


(The difference between customer driven services designs and standards and service delivery) Formulation of clear guidelines for performing services may not assure quality service performance. The standards must be supported by adequate and appropriate resources such as people , systems and technology . Employees motivation and satisfaction play an important role in the process.

Prasoon Jain

7 February 2012

The possible major reasons for GAP three are as followsComplicated and / or rigid process specifications Deficiencies in human resource policies such as ineffective recruitment, role ambiguity, role conflict, improper evaluation ,absence of team sprit among employees Failure to match demand &capacity Lack of proper customer education and training & so on
Service Delivery (Including pre & post contracts)

GAP 3

Translation of perceptions in to service quality specifications

Prasoon Jain

7 February 2012

GAP Four; Market communication gap


(The difference between service delivery and external communications to customers) Service companies make promises through external marketing process to current as well as potential customers. The promises made through communication media potentially raise customer expectations. These expectations will serve as standards against which the customer evaluates the experienced quality of services.

Prasoon Jain

7 February 2012

Service Delivery (Including pre & post contracts)

GAP 4 External communications to consumers

The discrepancy between actual services and the promised one may occur due to the following reasonsWhen a company fails to integrate marketing communications with service operations Over-promising in external communications campaign Failure to manage customer expectations Failure to perform according to specifications

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Prasoon Jain

7 February 2012

GAP Five- Perceived service quality gap


(The gap between perceived service and expected services)

The reasons for this gap are difficult to analyze but organizations can reasonably expect some negative effects when such a gap arises.

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Prasoon Jain

7 February 2012

GAP five may results the followingBad reputations Lost customers Negative corporate or local image Service companies need not look for negative results only in this process. If the perceived quality exceeds the expected quality, the customer are satisfied and it will benefit the organization.
GAP 5

Expected Services

Perceived Services

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Prasoon Jain

7 February 2012

GAP analysis model guides the management to find out the real reasons for quality problems and to discover appropriate ways to close such gaps.

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Prasoon Jain

7 February 2012

Jee

Haan HP Gas Promise yahi, weight sahi


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Prasoon Jain

7 February 2012

Hindustan Petroleum Corporation Limited(HPCL) is the second largest company with over 16 million customers service through a network of 1823 distributors across the country. HP gas has embarked up on a new initiative to build brand image by increasing focus on consumers need and expectations. Customer expectations are not merely limited to receiving refill on time , but also cover value added service's. Based on extensive marketing research to understand the needs and expectations of the customer , HP Gas has been positioned to provide totally hassle free experience to the customers.
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Prasoon Jain

7 February 2012

To effectively manage customer expectations, HP Gas now offers distinct set of value added services to its customers.  Delivery of cylinders is assured with in 24 hours & delivery timing have been extended from 8 am to 8 pm on all seven days in a week.  Installation of new connections is done with in 24 hours and a single point contact for cylinder refill booking, customer service enquiries and emergency services have been provided through 4 digit single number, which is valid all over the country.
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Prasoon Jain

7 February 2012

Keeping in view the concerns of the customer HPGas, for the first time in India provided the option of checking the weight of a gas cylinder right at the door steps.. Every delivery man carries a weighing scale for this purpose. Hp gas launch the concept Jee Haan along with Promise Yahi , Weight Sahi campaign reinforce a strong positive service orientation thereby building a strong market share through greater satisfaction
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