Transmutations of the gap-model

Abstract

In quality management of services the gap-model describes that there are communication gaps in the process of buyers’ quality perception, which result in differences between customer experience and expectations. Perceived versus expected quality means the principal gap, since this is the basis of the customer satisfaction, extended models however identify numerous additional gaps. Such factors like time, brand attitude, gap-tolerance, parameter hierarchy, limited measurability of importance etc. make interpretation of the phenomenon difficult. Having reviewed the antecedents it cannot be stated that there is a consensus in the area of quality research models. Although in quality management basic models are used, since the ’90s reliability of satisfaction research methods has been criticized more and more intensively. It is also to underline that when recording the extended gap-model, segmentation of the investigated population cannot be neglected, either. For similarly to exploring customer satisfaction also in application of gap-analysis one has to decide in whose quality image is interesting in the research. In organizational markets for example respondents belong to an informal group, and it is not at all indifferent, how to manage the results, consequently in quality research results have to be differentiated by actors of the Buying Centre.