A Presentation on

K.K. Parekh Institute of Management Studies (Amreli)

Gap analysis of Banking Service and Blueprint

Prepared by:-

Mehul Rasadiya

Service Quality

Comparison between Service performance and consumer expectation

Importance Of Quality For Service Marketers

Gain competitive advantage, maintain loyaltyIncrease value (may permit higher margins)Improve profits

Service Quality

Service quality assessments are formed on judgments of:outcome quality interaction quality physical environment quality

Dimensions of Service Quality

Reliability: Delivering on promises.

Responsiveness: Willingness to help customers .

Assurance: Inspiring trust and confidence.

Empathy: Treating customers as individuals.

Tangibles: Representing the service physically.

Competence: Skill and Knowledge.

Security: Free from Danger

Communication : Understand and Listening Customer

Access : Ease to Contact

Knowing the customer : Understand the consumer’s individual needs

The Gaps Model of Banking Service Quality

Gaps Model of Banking Service QualityGaps Model of Banking Service Quality

PerceivedService

Expected Service

CUSTOMER

COMPANY

CustomerGap

Gap 1

Gap 2

Gap 3

External Communications

to CustomersGap 4ServiceDelivery

Customer-Driven Service Designs and

Standards

Company Perceptions of Consumer Expectations

Gaps Model of Service Quality

Customer Gap: difference between customer expectations and

perceptions Provider Gap 1 (The Knowledge Gap):

not knowing what customers expect, want, need Provider Gap 2 (The Service Design &

Standards Gap): not having the right service designs and standards

Provider Gap 3 (The Service Performance Gap): not delivering to service standards

Provider Gap 4 (The Communication Gap): not matching performance to promises

Understanding Customer Requirement

Provider Gap 1

Gaps Model of Banking Service QualityGaps Model of Banking Service Quality

PerceivedService

Expected Service

CustomerGap

Gap 1

Gap 2

Gap 3

External Communications

to CustomersGap 4ServiceDelivery

Customer-Driven Service Designs and

Standards

Company Perceptions of Consumer Expectations

Provider Gap 1

Company Perceptions of Consumer Expectations

Expected Service

Can’t be wait

Waiting time 5 min.

Customer Expectations

Not Knowing What Customers Expect

•poor marketing research orientation•Lack of upward communication•Insufficient relationship focus

Company Perceptions of Customer Expectations

How to close the Gap ?

Listen to customers through research.

Cover company strategy to retain and strengthen

the relationship.

Improve upward communication

Provider Gap 2Service Development and Design

Gaps Model of Banking Service QualityGaps Model of Banking Service Quality

PerceivedService

Expected Service

CustomerGap

Gap 1

Gap 2

Gap 3

External Communications

to CustomersGap 4ServiceDelivery

Customer-Driven Service Designs and

Standards

Company Perceptions of Consumer Expectations

Company Perceptions

of Consumer

Expectations

Waiting time 5 min.

Waiting time 10 min.

Service Specification/ Standard

Management Perceptions of Customer Expectations

Not Selecting The Right Service Designs And Standards

• Poor service design• lack of customer-driven standards

Customer-Driven Service Designs and Standards

Service redesign Increase number of Cash windows Pace of transaction Counting machine

Reset Standards Surveys Complains. Feedback

How to close the Gap ?

Provider Gap 3Delivering and Performing Service

PerceivedService

Expected Service

CustomerGap

Gap 1

Gap 2

Gap 3

External Communications

to CustomersGap 4

ServiceDelivery

Customer-Driven Service Designs and

Standards

Company Perceptions of Consumer Expectations

Gaps Model of Bank Service QualityGaps Model of Bank Service Quality

Service Specification/ Standard

Waiting time 20 min.

ServiceDelivery

Waiting time 10 min.

Customer-Driven Service Designs and Standards

Not Delivering To Service Designs And Standards

•Insufficient Employees•Customers who do not fulfill roles•Failure to match supply and demand •Lack of qualification and Experience

Service Delivery

How to close the Gap ?

Recruiting Qualified and Experience

Employees.

Forecasting Daily Demand.

Help to consumers (How fill deposit forms.)

Aware about all the Details

Communication Gap

Provider GAP 4

Gaps Model of Bank Service QualityGaps Model of Bank Service Quality

PerceivedService

Expected Service

CustomerGap

Gap 1

Gap 2

Gap 3

External Communications

to Customers

Gap 4

ServiceDelivery

Customer-Driven Service Designs and

Standards

Company Perceptions of Consumer Expectations

CustomerGap

ServiceDelivery

Waiting time 20 min.

External Communicati

ons to Customers

Waiting time 10 min.

Not Matching Performance To Promises

Lack integrated communications.Ineffective management of customer expectations.Overpromising.

Service Delivery

External Communications to Customers

Improve integrated communications.

Proper management about consumers

expectations.

Promise those services which are properly

deliver.

How to close the Gap ?

Thank You…