The Gap Model, Essay Example

The Service Quality Model, which is also known as the GAP model, summarizes the potential quality gaps that exist in the delivery system (Boundless, n.d.). Ultimately, gaps are created when there is a difference between customer experience and expectation. The first gap occurs when the service provider does not fully comprehend what is wanted or needed and there is therefore a gap between management perception and consumer expectation. The second gap occurs between management and quality due to the ability of management determining what is needed, but a performance standard not being set. A third gap exists between service quality specifications and service delivery, due to poor training of service personnel and the inability to meet company standards. A fourth gap is created when there is a lack of external communication in service delivery due to promises the company has made and these promises have not been delivered at the time of delivery. An addition, fifth gap exists between the expected and experienced service and is due to customer misinterpretation of the service quality that has been provided.

To close the knowledge gap in the delivery system, it is essential to conduct market research to define precisely what the consumers want and need and to deliver the product accordingly. In addition, the company should make clear what their product entails before doing business so that the consumer’s idea of what will be produced is accurate. To ensure that the desired quality is accomplished, it is necessary to ensure that training programs are adequate and that the individuals being hired to perform these jobs meet all requirements and experience. If these knowledge gaps do occur, it is primarily the fault of the company for making themselves unclear. Therefore, it is essential to avoid this at all costs.

References

Boundless. (n.d.). The Gap Model. Retrieved from https://www.boundless.com/marketing/services-marketing/service-quality/the-gap-model/

Harvey J. (1998). Service quality: a tutorial.Journal of Operations Management, 16: 583–597.