Gaps Model

Gaps Model

1. Customer Gap

   • =f(Gap 1, Gap 2, Gap 3, Gap 4)
   • Provider Gaps
     • Gap 1: The Listening Gap
       • Customer Research
         • Relationship/Customer Satisfaction Surveys
         • Trailer Calls
         • Observation Study, Mystery Shopper, Upward Communication
       • Relationship Marketing
         • 4 Strategies
           • Satisfaction = Loyalty
           • People Service Profit
           • Segmentation
             • Balanced Approach
             • Out of Box Approach
           • Customer Life Cycle Strategy
         • Relationship Bonds
           • Financial Bonds
           • Social Bonds
           • Customization Bonds
           • Structural Bonds
       • Service Recovery
         • Service Recovery Paradox
         • Service Recovery Strategies
           • Fix the Customer Relationship
             • Respond Quickly
             • Appropriate Communication
             • Treat Customers Fairly
               • Outcome fairness
               • Procedural Fairness
               • Interactional Fairness
             • Cultivate Relationships
           • Fix the Problem
             • Encourage and Track Complaints
             • Learn from Recovery Experiences and Lost Customers
             • Make Service Fail-Safe
           • Service Guarantees
     • Gap 2: The Service Design and Standards Gap
       • Setting Customer-Defined Standards
         • 1. Identify Existing or Desired Service Encounter Sequence
         • 2. Translate Customer Expectations into Behaviors and Actions
         • 3. Select Behaviors/Actions for Standards
         • 4. Set Hard or Soft Standards
         • 5. Develop Feedback Mechanisms
         • 6. Establish measures and target levels
         • 7. Track measures against standards
         • 8. Provide feedback about performance to employees
         • 9. Update target levels and measures
       • Physical Evidence
         • Servicescape
           • Package
           • Facilitator
           • Socializer
           • Differentiator
         • Other Tangibles
       • Service Blueprint
     • Gap 3: The Performance Gap
       • HR Strategy/Internal Marketing
         • Hire the Right People
         • Develop People to deliver service quality
         • Provide Support Systems
         • Retain the Best People
       • Service Distribution Strategies
         • Customer Participation
         • Technology
       • Capacity and Demand Management
         • 4 Types of Capacity and Demand Scenarios
           • Excess Demand
           • Demand exceeds optimum capacity
           • Ideal Use (balanced supply and demand)
           • Excess Capacity
         • Capacity Constraints
           • Time
           • Labor
           • Equipment
           • Facilities
         • Demand Patterns
           • Predictable Cycles
           • Random Fluctuations
           • Demand Patterns by Market Segment
     • Gap 4: The Communication Gap
       • Addressing Service Intangibility
         • Incorporeal existence
         • Abstractness
         • Generality
         • Nonsearchability
         • Mental impalpability
       • Management of Service Overpromising
         • 1. External Marketing "Making Promises"
         • 2. Interactive Marketing "Keeping Promises"
         • Internal Marketing "Enabling Promises"