The GAP model The figure below shows the "GAP" model of service quality from Parasuraman et al.

(Zithaml & Bitner 1996). This model offers an integrated view of the consumercompany relationship. It is based on substantial research amongst a number of service providers. In common with the Grnroos model it shows the perception gap (Gap 5) and outlines contributory factors. In this case expected service is a function of word of mouth communication, personal need and past experience, and perceived service is a product of service delivery and external communications to consumers.

Parasuraman et al. GAP model (Zeithaml 1996)

However the GAP model goes further in its analysis of these key contributory factors. It not only provides a more rigorous description of the contributory Gaps, it lists key drivers for each gap and generic breakdown of each of these drivers. These are illustrated below in summary form below.
Gap 1

Inadequate market research orientation

Gap 2

Lack of upward communication

Insufficient relationship focus

Absence of customer driven standards

Gap 3

Inadequate service leadership

Poor service design

Deficiencies of human resource policies

Gap 4

Failure to match supply and demand

Customers not fulfilling roles

Ineffective management of customer expectations

Overpromising

Inadequate horizontal communications Key factors in the GAP model (Zeithaml 1990)

This level of detail allows powerful analysis of the contributory factors to a perception gap at a practical level. The model shows the importance of marketing, business leadership quality and HR systems in the management of the expectation gap.

Theory Of The Gaps Model In Service Marketing

History of the Gaps Model
The gaps model of service quality was first developed by a group of authors, Parasuraman, Zeithaml, Berry, at Texas A&M and North Carolina Universities, in 1985 (Parasuraman, Zeithaml & Berry). Based on exploratory studies of service such as executive interviews and focus groups in four different service businesses the authors proposed a conceptual model of service quality indicating that consumers perception toward a service quality depends on the four gaps existing in organization consumer environments. They further developed in-depth measurement scales for service quality in a later year (Parasuraman, Zeithaml, Berry, 1988).

Theory of the Gaps Model

Perceived service quality can be defined as, according to the model, the difference between consumers expectation and perceptions which eventually depends on the size and the direction of the four gaps concerning the delivery of service quality on the companys side (Fig. 1; Parasuraman, Zeithaml, Berry, 1985). Customer Gap = f (Gap 1, Gap 2, Gap 3, Gap 4) The magnitude and the direction of each gap will affect the service quality. For instance, Gap 3 will be favourable if the delivery of a service exceeds the standards of service required by the organization, and it will be unfavourable when the specifications of the service delivered are not met.

Fig. 1: The Integrated Gaps Model of Service Quality (Parasuraman, Zeithaml, Berry 1985)

The key points for each gap can be summarized as follows: Customer gap: Gap Gap 1: 2: The difference between customer expectations and perceptions the service quality gap. The difference between what customers expected and what management perceived about the expectation of customers. The difference between managements perceptions of customer expectations and the translation of those perceptions into service quality specifications and designs. The difference between specifications or standards of service quality and the actual service delivered to customers. The difference between the service delivered to customers and the promise of the firm to customers about its service quality

Gap 3: Gap 4:

Applications of the Gaps Model

First of all the model clearly determines the two different types of gaps in service marketing, namely the customer gap and the provider gaps. The latter is considered as internal gaps within a service firm. This model really views the services as a structured, integrated model which connects external customers to internal services between the different functions in a service organization. Important applications of the model are as follows:

Fig. 2: The 10 determinants of service quality (Parasuraman, Zeithaml, Berry, 1985).

1. 2. 3. The gaps model of service quality gives insights and propositions regarding customers perceptions of service quality. Customers always use 10 dimensions to form the expectation and perceptions of service quality (Fig. 2). The model helps predict, generate and identify key factors that cause the gap to be unfavourable to the service firm in meeting customer expectations.

The model provides a conceptual framework for academic and business researchers to study the service quality in marketing.

Key Citations
Berry L., Parasuraman A. & Zeithaml V. (1988), The Service-Quality Puzzle, Business Horizons, Sep-

Oct, pp 35-43. Parasuraman A., Zeithaml V. & Berry L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, Vol 49, pp 41-50. Parasuraman A., Zeithaml V. & Berry L. (1988), SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing; Vol. 64 Issue 1, pp12-40 Zeithaml V., Berry L. & Parasuraman A., (1988), Communication and control processes in the delivery of service quality, Journal of Marketing, Vol 52, pp 35-48.

Application Areas

Management, service marketing, consumer behaviour

Contribution by: Home Page:

Phuong Nguyen http://www.marketingx2.com

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