5 Gaps Model of Service Quality- Servqual Gaps Model or 5 Gaps Model. The 5 Gaps of Service Quality are 1. Knowledge Gap, 2. Policy Gap, 3. Communication Gap, 4. Delivery Gap, and 5. Customer Gap. Examples of the 5 Gaps of service quality.
5 Gaps Model of Service Quality
What is the 5 Gaps Model of Service Quality or Servqual gaps model?
5 Gaps Model of Service Quality means Servqual gaps model that describes the customer experiences and service quality provided by the organization. It articulates the gap between customers’ expectations and the service provided to them in different stages of the service providing process. The service quality will be high when the customers’ perception meets the expectation but the quality is low when the customer’s perception cannot meet the expectation. The Servqual model is also known as the 5 gap model that represents a customer-satisfaction framework.
5 Gaps of Service Quality
The 5 Gaps of Service Quality are
- Knowledge Gap
- Policy Gap
- Communication Gap
- Delivery Gap
- Customer Gap
Gap 1: Knowledge Gap
The knowledge gap refers to the difference between the company’s perception of what the customer expects from the industry and the exact expectation of the customers. This gap can grow if management doesn’t focus on the customer’s expectations thoroughly.
There are many reasons that can increase the knowledge gap, for example:
- Not focusing on what customers expect.
- Lack of upward communication.
- Insufficient market analysis.
- Less focus on relationships.
- Failure to understand customer complaints.
- Lack of interaction between management and customer.
Example of the Knowledge Gap
The user of Netflix wants to see the upcoming movie trailers on the website. So, Netflix would suffer this gap if it did not provide the upcoming movie list.
Gap 2: Policy Gap
The policy gap is the difference between management perceptions of the customer needs and the translation of those perceptions into service delivery policies and standards. This gap occurs because of the dissimilarity of what the customer wants and what the management provides for the customers.
There are many reasons that can grow the policy gap, for instance:
- First of all, Insufficient commitment to service quality
- Additionally, Lack of task standardization
- Moreover, Lack of goal setting
- Further, Shortness of customer service standards.
- Also, Inadequately described service levels.
- Finally, Failure to continually update service level standards.
Example of the Policy Gap
Netflix will suffer from the policy gap if it uploads the upcoming movie trailers after releasing the movie. People want to watch the movie trailer before releasing the movie.
Gap 3: Delivery Gap
The delivery gap is the dissimilarity between the standard of the service delivery policies of the company and the actual delivery of the service. This problem may occur because of the communication gap, poor technology, and inappropriate supervisory on productions in the industry.
This gap occurs because of many reasons in the industry, for example;
- Firstly, Lack of teamwork to deliver service or product
- Secondly, the lack of knowledge of the employee about the product or service
- Thirdly, Insufficient human resources.
- In addition, the Service performance gap.
- Further, the Role ambiguity and role conflict – unsure of what your remit is and how it fits with others.
- Moreover, the Poor employee or technology fit – the wrong person or system for the job.
- Also, the Inappropriate supervisory control or lack of perceived control – too much or too little control.
Example of Delivery Gap
Netflix may experience this gap if it uploads the lower video quality movie.
Gap 4: Communication Gap
The communication gap refers to is the gap between what the company advertises about the products and what exactly the customer gets delivered. It occurs when the company cannot provide services or products according to the commitment. It is a very important dimension because it may lead to customer disappointment.
This communication gap occurs because of many reasons in the industry including;
- Lack of integration between communication and production department.
- Inadequate communications between the advertising teams and the operations department.
Example of Communication Gap
Netflix may suffer this gap if it is unable to telecast the HD video that promised to offer.
Gap 5: Customer Gap
The customer gap is the difference between customer perceptions of the experience and customer expectations of the service. Many organizations are not conscious of this gap; therefore, they are losing a big number of customers overnight.
However, the 5 Dimensions of Service Quality are Reliability, Assurance, Tangibles, Empathy, and Responsiveness.
In conclusion, the 5 Gaps Model of Service Quality is also known as the Gap model that intended to analyze gaps and problems between organizations and customers. Finally, the customer gratification will come out through the model that is a very important factor for continual improvement as well as the business.