Thursday,

October 16,
2014 Sabyasachi 1
Chap: 13
Defining and Measuring
Service quality
Service Quality:
An attitude of customers formed by a long
term overall evaluation of a firms
performance.
Thursday,
October 16,
2014 Sabyasachi 2
Diagnosing Failure Gaps in
Service Quality
Service Gap:
The difference between a customers
expectation of a service and perception of the
service actually delivered.
Knowledge Gap:
The difference between what customers
expect and the management perception about
the customer expectations.
Conceptual Model of Service Quality
Customer perception
of Service
Communications
about Service
Customers
Expectations
Management perception
of Customers
Expectations
Specified Standard
Actual Service
Delivered
S
e
r
v
i
c
e

G
a
p

Standard Gap
Delivery Gap
Information Gap
Knowledge Gap
Thursday,
October 16,
2014 Sabyasachi 4
Failure Gaps cont.......
Standard Gap:
The difference between management
perception about customers expectation and
the specified standard to deliver that
expectation.
Delivery Gap:
The difference between the specified
standard and the actual service to be
delivered.
Thursday,
October 16,
2014 Sabyasachi 5
Failure Gaps cont.......
Communication Gap:
The difference between actual service
delivered and the service described in the
firms external communications.
Thursday,
October 16,
2014 Sabyasachi 6
Factors influencing the
knowledge Gap
1. Research orientation
2. Upward communication
3. Level of Management
Thursday,
October 16,
2014 Sabyasachi 7
Factors influencing the
Standard Gap
1. Management commitment to delivery
the service quality.
2. Insufficient methods of converting the
service quality into standard.
Thursday,
October 16,
2014 Sabyasachi 8
Factors influencing the
Delivery Gap
1. Willingness to perform
2. Employee job fit
3. Role conflict
4. Role ambiguity
5. Dispersion of control
6. Learned helplessness
7. Inadequate support
Thursday,
October 16,
2014 Sabyasachi 9
Factors influencing the
Communication Gap
1. Over promise
2. Horizontal communication