21.8 The GAP Model of Service Quality
21.8.1 The GAP Model of Service Quality
The GAP Model of Service Quality (also called the Customer Service Gap Model or
the 5 Gap Model) is a framework which can assist in understanding customer
satisfaction.
The model (see Fig. 21.2) shows the five major satisfaction gaps that suppliers
must address when attempting to satisfy customer expectations. The model was first
proposed by A. Parasuraman, Valarie Zeithaml, and Leonard L. Berry in 1985.
In this Gap Model of Service Quality, customer satisfaction depends fundamentally on perception. If the customer observes that the service coincides with her
expectations, then she will be satisfied, otherwise, she will be dissatisfied. If she is
dissatisfied, then it is due to one of the five customer service “gaps” detailed below.
Customer
ExpectaƟon
Customer
PercepƟon
Service delivery
Service delivery
policies
Understanding of
customer needs
External
communicaƟon
CUSTOMER
SERVICE
SUPPLIER
5
1
4
3
2
Fig. 21.2 The Customer Service Gap Model
21.8 The GAP Model of Service Quality
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