Gap model: The Concept to Win Customers' Heart Easily

Understanding the Gap Model for Improved Customer Service

One of the key factors that impacts the success of a business is its "customers." The more customers you have, the greater your chances of standing out in an industry filled with competition. Whether it's retaining existing customers or devising strategies to attract new ones, these are all essential aspects that entrepreneurs and marketers should not overlook.

So, this article will discuss the "Gap Model of Service Quality," a theory comprising five gaps that is commonly used by marketing managers to analyze and improve services to meet customer needs. It helps businesses achieve their goals and ultimately succeed.

What is the Gap Model of Service Quality?

The Gap Model explains customer satisfaction with services, based on the main assumption that customers compare the service they actually receive with the service they expected to receive. If the service received exceeds their expectations, customers will be impressed and likely to recommend or return for repeat business. Conversely, if the service provided is poor or below their expectations, they will be dissatisfied, leading to potential negative reviews, word-of-mouth, and other related issues.

5 Types of the Gap Model of Service Quality

The Gap Model can be divided into five main gaps:

Gap 1 – The gap between customer expectations and management perceptions

This gap arises from a lack of understanding or misperception by the business. It occurs when there is a discrepancy between what the business believes customers expect and what they actually expect. This may stem from inadequate market research or insufficient understanding of customer needs.

Gap 2 - The gap between management perceptions and service quality specifications

This gap occurs when businesses fail to set service standards that align with customer expectations, whether they understand those expectations or not. This may result from resource constraints or a lack of support from senior management.

Gap 3 - The gap between service quality specifications and service delivery

This gap occurs when employees fail to deliver service according to established standards, even if those standards align with customer expectations. This can be due to training issues, motivation problems, or inadequate quality.

Gap 4 - The gap between service delivery and external communication

This gap occurs when there is inconsistency between the service received by customers and what the organization communicates to them through advertising or various promotional activities. This can lead to customers having expectations that are higher than what the brand actually delivers, resulting in disappointment.

Gap 5 – The gap between the service received by customers and their expectations

This is the final and most crucial gap, as it determines the level of customer satisfaction. If the service received falls below customers' expectations, they will feel dissatisfied. Conversely, if the service exceeds their expectations, they will be impressed.

Real-Life Examples of the Gap Model

In order to enhance everyone's understanding of the Gap Model, let's provide some real-life examples of service businesses to illustrate it more effectively. Here they are:

Example 1: Restaurant Business

• Gap 1 - Customers expect friendly staff who can recommend menu items, but the restaurant understands that customers prioritize quick service over friendliness.
• Gap 2 - The restaurant understands customer needs but cannot establish service standards that meet these needs due to budget constraints on staff training.
• Gap 3 - Service standards require staff to greet with a smile, but due to low motivation, staff fail to comply.
• Gap 4 - Advertising promises quick food service, but in reality, there are delays due to understaffing.
• Gap 5 - The final gap resulting from the cumulative effect of the previous four gaps, leading customers to feel dissatisfied with the restaurant's service.

Example 2: Hotel Business

• Gap 1 - Staff misunderstand that customers only expect clean and comfortable rooms, but in reality, customers expect high-level personalized service.
• Gap 2 – The hotel cannot establish service standards that meet customer expectations due to poor internal coordination within the organization.
• Gap 3 - Hotel standards require staff to smile, greet, and provide attentive customer service, but in reality, staff exhibit indifferent behavior due to fatigue and lack of motivation.
• Gap 4 - The hotel advertises itself as a "luxurious hotel with exceptional personalized service, with staff available 24/7," but guests find only a few staff members per shift, resulting in long waits for service.
• Gap 5 - Customer expectations exceed the perceived service from the hotel, leading to dissatisfaction.

Closing the 5 Gaps: Techniques and Strategies

By now, everyone should have a clearer picture of what the Gap Model is and what causes it. In this section, let's explore how we can close these gaps!

Understanding Customers

Understanding customers is crucial for businesses aiming to close the gap between customer expectations and provider perceptions. Businesses need to invest in thorough and frequent market research to gain deep insights into the needs, expectations, and behaviors of their target customer groups.

Establishing Service Standards

After having a clear understanding of customer needs and expectations, it's crucial to use this information to establish service standards that truly align with customer needs. Effective standards should cover aspects such as workflow processes, employee service behaviors, the physical environment, and other necessary supporting factors like personnel, budget, facilities, and equipment.

Effective Brand Communication through Suitable Channels

The discrepancy between the actual customer service experience and the organization's marketing communications is another critical gap that needs to be addressed. Unclear or overly exaggerated marketing communications can lead to unrealistic expectations, ultimately resulting in customer disappointment and dissatisfaction. Therefore, businesses should develop communication strategies that are transparent, straightforward, and aligned with the actual service delivery.

Additionally, businesses need to choose communication channels that are suitable for their target customer groups, such as digital media, print media, special events, and activities.

Service and Employee Development

Employee development is a key to closing the gap between service standards and actual practice. Organizations must prioritize sincere and continuous employee training, focusing on product and service knowledge, communication skills, professional service delivery, and instilling a sense of service.

Beyond training, organizations must find ways to motivate employees and provide appropriate rewards to encourage them to fully engage in their work. This helps mitigate issues of ineffective service delivery due to lack of motivation.

The Gap Model is a tool that helps businesses identify their strengths and weaknesses, then use this information to improve their services to better meet customer needs. However, for those who lack time or expertise in strategic planning, at Jenosize, we offer strategic consulting services ready to provide you with guidance in all aspects of business operations. We're here to efficiently lead you towards your set goals. Contact us today!