The gap view of quality
Dr. A. Parasuraman
Valarie Zeithaml
Leonard Berry
GAP
Customer
expectations
Service
delivery
Perception
of service
Level of
satisfaction
Disconfirmation Theory
OUTCOME
+5
Delighted
Service better than
expected
Service is as expected
Service worse than
expected
0 Satisfied
Dissatisfied
-5
Understanding expectations
What are your expectations of a train service?
Expectations
Ideal - best possible
Ideal feasible - given price etc
Desirable - want
Deserved - ought
Minimum tolerable - must
Intolerable - should not
Expectations
Ideal - best possible
Ideal feasible - given price etc
Desirable - want
Deserved - ought
Minimum tolerable - must
Intolerable - should not
Expectations
Ideal - best possible
Ideal feasible - given price etc
Desirable - want
Deserved - ought
Minimum tolerable - must
Intolerable - should not
Expectations
Ideal - best possible
Ideal feasible - given price etc
Desirable - want
Deserved - ought
Minimum tolerable - must
Intolerable - should not
Expectations
Ideal - best possible
Ideal feasible - given price etc
Desirable - want
Deserved - ought
Minimum tolerable - must
Intolerable - should not
Expectations
Ideal - best possible
Ideal feasible - given price etc
Desirable - want
Deserved - ought
Minimum tolerable - must
Intolerable - should not
Expectations
- what we
believe to be
likely
Gap Model
WOM
Personal Needs
Past Experience
Expected service
5
Perceived Service
4
1
Service Delivery
3
Service Specifications
2
Management Perceptions
of Customer Expectations
External
Communication
to Customers