2. Table of Contents
• Definition of Gap Analysis
• Service Gap Analysis
• SERVQUAL
– Gaps Model
– Dimension Model
• Real World Gap Analysis
• ISO 9001 2000
2
3. Definition of Gap Analysis
• Formal means to identify and correct
gaps between desired levels and
actual levels of performance
• Used by organizations to analyze
certain processes of any division of
their company
3
4. Service Gap Analysis
• Expected level of service vs.
Actual level of
service provided
• SERVQUAL
- 5 gaps
- 5 dimensions
4
5. SERVQUAL
• A gap analysis research
instrument
– created by Parasuraman,
Zeithamel, and Berry
– Introduced in 1988
5
7. SERVQUAL Model Gaps
• Gap 1
– The difference between actual
customer expectations and
management’s idea or perception
of customer expectations
M a na ge m e nt E x p e c te d
P e r c e p t io n s S e r v ic e
o f C u s to m e r
E x p e c t a t io n s
7
8. SERVQUAL Model Gaps
• Gap 2
– Mismatch between manager’s
expectations of service quality and
service quality specifications
S e r v ic e M an ag em en t
Q u a lit y P e r c e p t io n s
S p e c ific a t io n s o f C u s to m e r
E x p e c t a t io n s
8
9. SERVQUAL Model Gaps
• Gap 3
– Poor delivery of service quality
S e r v ic e S e r v ic e
D e liv e r y Q u a lit y
S p e c ific a t io n s
9
10. SERVQUAL Model Gaps
• Gap 4
– Differences between service
delivery and external
communication with customer
S e r v ic e E x te rn a l
D e liv e r y C o m m u n ic a t io n s
to C u s to m e rs
10
11. SERVQUAL Model Gaps
• Gap 5
– Differences between Expected and
Perceived Quality
E x p e c te d P e r c e iv e d
S e r v ic e S e r v ic e
11
13. Gaps Model
• There are 22 items which can be
rated
– i.e. modern looking equipment, prompt
service, understanding of needs, etc.
• These items are broken up into 5
dimensions:
• Tangibles (Items 1-4)
• Reliability (Items 5-9)
• Responsiveness (Items 10-13)
• Assurance (Items 14-17)
• Empathy (Items 18-22)
13
14. Gaps Model
• Perceptions and Expectations
are given a rating for certain
dimensions
– Ratings scale
• 1 (Strongly Disagree) to 7 (Strongly
Agree)
• Average expectation rating is
then subtracted from the
average perception rating
14
15. Gaps Model
• High Training needed
negative = in certain
rating dimension
• High Dimension is OK,
positive = no training
rating needed
15
16. Gaps Model Example
For Example:
• If a survey was taken which showed
the averages for each dimension is
as follows:
Dimension Perception Average
Expectation Average
Tangibles 5.4 2.4
Reliability 5.6 4.6
Responsiveness 3.2 3.5
Assurance 6.2 3.4
Empathy 2.8 4.2
• What dimension should be
emphasized? 16
17. Gaps Model Example
• Perception – Expectation =
Difference
– Tangibles: 5.4 - 2.4 = 3.0
– Reliability: 5.6 - 4.6 = 1.0
– Responsiveness: 3.2 - 3.5 = -0.3
– Assurance: 6.2 - 3.4 = 2.8
– Empathy: 2.8 - 4.2 = -1.4
• Empathy has the lowest rating
therefore it is the dimension where
training should be emphasized the
most. A focus should also be placed
on Responsiveness because of its
negative rating. 17
18. Applications of Gap Analysis
• ISO 9001 2000
• Praxiom Research Group
Limited
• Process Approach
18
19. ISO 9001 2000
Gap Analysis Tool
• Phase 1: Identify Gaps
• Phase 2: Fill Gaps
19
20. ISO 9001 2000
Gap Analysis Tool
Identify Gaps:
• Tool lists the five sets of
requirements from the ISO 9001 2000
as questions
– Systematic
– Management
– Resource
– Realization
– Analytical
20
21. ISO 9001 2000
Gap Analysis Tool
Identify Gaps:
• Three answers are possible for each
question:
– Yes – organization has met one of ISO’s
requirement
– No – points to a gap
– N/A – question is not applicable to
situation
21
22. ISO 9001 2000
Gap Analysis Tool
Identify Gaps:
• Each time “NO” is answered, there is
a column to help organization
identify which processes need to be
fixed
• 22 total processes which can be
fixed
22
23. ISO 9001 2000
Gap Analysis Tool
Fill Gaps:
• Preparation and Implementation
of System Development Forms
• Each of the 22 processes listed
in Phase One has a system
development form
23
24. ISO 9001 2000
Gap Analysis Tool
Fill Gaps:
• These system development forms are
used to prepare System Development
Plans
• The Gap Analysis questions are
turned into action statements
• These action statements formulate
remedial actions which will fill in the
gaps
24
25. ISO 9001 2000
Gap Analysis Tool
Fill Gaps:
• Once all actions are performed
and gaps are filled, the
organization will have a
ISO 9001 2000 compliant
Quality Management System
25
26. Summary of Gap Analysis
• Gaps can be found in any process of
an organization’s operations
• Tools like SERVQUAL, Two-
Dimensional Analysis, and ISO 9001
2000 can all be used to perform gap
analysis
• Gap Analysis is one of the best
procedures to help lead a company
to not only improve their processes,
but recognize which processes are in
need of imE1. They should have up- 26
27. Summary of Gap Analysis
• E8. They should provide their services at the time they promise to do so.
• E9. They should keep their records accurately.
• E10. They shouldn't be expected to tell customers exactly when services will be
performed. (-)
• E11. It is not realistic for customers to expect prompt service from employees of these
firms. (-)
• E12. Their employees don't always have to be willing to help customers. (-)
• E13. It is okay if they are too busy to respond to customer requests promptly. (-)
• E14. Customers should be able to trust employees of these firms.
• E15. Customers should be able to feel safe in their transactions with these firms'
employees.
• E16. Their employees should be polite.
• E17. Their employees should get adequate support from these firms to do their jobs
well.
• E18. These firms should not be expected to give customers individual attention. (-)
• E19. Employees of these firms cannot be expected to give customers personal
attention. (-)
• E20. It is unrealistic to expect employees to know what the needs of their customers
are. (-)
• E21. It is unrealistic to expect these firms to have their customers' best interests at
heart. (-)
• E22. They shouldn't be expected to have operating hours convenient to all their
customers. (-)provement.
26
Notas do Editor
156-74-1538 Gap Analysis Slide Presentation 02-19-01
Gaps are indicators of corrective action and improvements In manufacturing, it could be difference between desired and existing conformance levels
A good example where gap analysis is used for improvements in business is in the services field The most popular assessment tool used in service quality is called SERVQUAL, which involves a set of the 5 most important dimensions of quality according to rankings of customers Also involves a set of 5 gaps which represent the difference between customers’ expectations and perceptions
The marketing research team of Parasuraman, Zeithamel, and Berry created this service quality measuring tool in 1988 Has been used in a wide range of studies including fields such as health care, banking, appliance repair, and many other professions Five Gaps include Customer expectations vs. managerial perceptions Manager’s expectations of quality vs. quality specs Communication with customer at point of service or sale Service delivery vs. communication Perceived services vs. expected services SERVQUAL is not a measurement to compare and rank separate companies but only to provide a measure for managers to determine actions needed in their own services
Managers and employees have a very internal process-oriented view of their business, it is tough to break this view and to see things the way the customer does This gap of the SERVQUAL Model can help management with customer service
To implement a system to improve this gap, management must first understand exactly what the customer wants If this understanding is not present, it will be impossible for management to know whether their expectations are aligned with customer specifications.
Once the specifications from gap 2 are aligned the next step is to deliver these services in a perfect manner Quality of delivery must be perfected during the interaction with the customer The employees that are responsible for these actions are referred to as contact personnel Some reasons for a lack of quality include poor training, communication, and preparation
Customers are influenced by what what they hear and see about a company’s service Word-of-mouth publicity and advertising are main outlets which customers open their opinions to The difference between what a customer hears about a company’s service and what is actually delivered is represented by gap 4 This gap can lead to dangerously negative customer perceptions
This gap is directly related to everyone’s perception of service quality Customers expect certain things from certain companies When someone goes into a McDonalds to order their favorite meal – a Big Mac, they are expecting exactly what they are accustomed to getting (a quick, no hassle, tasty big burger with all the works). If it takes 15 minutes to get a Big Mac that doesn’t even have the famous special sauce on it the customer’s perceived service of McDonalds is going to plummet. If gaps 1 through 4 are closed to a minimum then gap 5 should follow, if there are any gaps left in steps 1 through 4 the perceived customer service quality will be negatively affected The way to make sure these gaps are closed is through thorough systems design, precise communication with customers, and a well-trained workforce.
Tangibles : appearance of physical facilities, equipment, personnel, and communication materials Reliability : ability to perform the promised service dependably and accurately Responsiveness : willingness to help customers and provide prompt service Assurance : knowledge and courtesy of employees and their ability to convey trust and confidence Empathy : the caring, individualized attention the firm provides its customers Reliability is the most important dimension Tangibles is the least important dimension There is a shared importance between Reliability and Responsiveness
Average ratings should usually be taken from a sample size of at least 50 participants
If the average rating is negative there is a need for action As the rating gets lower below zero, the more stress must be placed on that process If the average rating is above zero, the requirements have been met and no action is needed
The Praxiom Research Group Limited has a gap analysis tool offered on the internet at http://praxiom.com/iso-gap.htm This tool helps an organization find out what they need to do to meet the new ISO 9001 2000 standard The tool is offered in a hardcopy edition or a digital edition (either in Word or PDF format) This tool uses a process approach to service quality, not only because this approach makes the most sense but the ISO 9001 2000 makes it mandatory to do so Clause 4.1 of ISO 9001 2000 makes it very clear that organizations must identify and manage the processes that make up their Quality Management Systems
The Praxion Research Group’s Gap Analysis Tools is made up of 2 phases: Identification of Gaps Filling of Gaps These Phases will be broken down in the next few slides
This list of requirements is usually in the form of statements but for this tool they are used to ask questions not to make statements
No answers reveal gaps between ISO’s standard and the organization’s process No answers also tell the organization that a process needs to be modified, improved, or created
22 Processes: Quality Management Process Resource Management Process Regulatory Research Process Market Research Process Product Design Process Purchasing Process Production Process Service Process Product Protection Process Customer Needs Assessment Process Customer Communications Process Internal Communications Process Document Control Process Record Keeping Process Planning Process Training Process Internal Audit Process Management Review Process Measuring and Monitoring Process Nonconformance Management Process Continual Improvement Process General Systemic Process
After identifying the gaps and figuring out which processes need changing, the preparation and implementation of System Development Forms occurs
To develop plans from the forms, an organization must turn their gap analysis questions into remedial action statements These remedial actions are used to fill the gaps that are found in the identification stage The placement of these actions into the gaps is called the System Development Plan All remedial actions must be assigned a Remedial Action Number These numbers must cross reference ISO clause numbers and gap analysis questions answered earlier Job responsibilities are then given out to make sure that the remedial actions are carried out
- After all remedial actions are set into motion and recorded in alignment with the ISO standards the date is recorded and after the actions take place the organization’s processes are soon on their way to becoming ISO 9001 2000 compliant.
Bibliography Foster, S. Thomas, Managing Quality: An Integrative Approach . Prentice Hall, 2001: pg. 132-134, 231-234. Hiller, Steve, ARL SERVQUAL Survey Pilot . University of Washington Libraries. Nitecki, Danuta A., SERVQUAL: Measuring Service Quality In Academic Libraries , http://arl.cni.org/newsltr/191/servqual.html. “ ISO 9001 2000 Gap Analysis Tool”, http://praxiom.com/iso-gap.htm.
Bibliography Foster, S. Thomas, Managing Quality: An Integrative Approach . Prentice Hall, 2001: pg. 132-134, 231-234. Hiller, Steve, ARL SERVQUAL Survey Pilot . University of Washington Libraries. Nitecki, Danuta A., SERVQUAL: Measuring Service Quality In Academic Libraries , http://arl.cni.org/newsltr/191/servqual.html. “ ISO 9001 2000 Gap Analysis Tool”, http://praxiom.com/iso-gap.htm.
