Gap Model Approach Towards Measuring Customer Satisfaction

Introduction This report is based on The Northern Breast Screening Unit (NBSU) and its aim is to critically evaluate the use of the GAP model approach towards measuring customer satisfaction. It will further explain the advantages and disadvantages of this tool for managers to measure service delivery at NBSU. Further, it will assess the quality of the service which is being provided by NBSU based upon the results of their recent patient satisfaction survey. Furthermore, it will compare and contrast the different perceptions of the service received by the two patient groups. It will also explore how the three staff members differ in their understanding of the patient’s priorities and perceptions. Finally, recommendations will be made to NBSU management to help improve their service quality management. Gap Models A GAP model approach refers to the following five Gaps of service quality in operations in which a Gap Model is split. (Parasuraman et al, 1985). Gap number one, positioning, is where the customer’s expectations of the organisation versus what are the management perceptions of these customer expectations. Gap number two, specification, is when management perceptions of the customer’s expectations versus the design of service specification. Gap number three, delivery, is the service designed for customers versus the actual service being delivered to the customer. Gap number four, communication, is the service being delivered versus the service that wasShow MoreRelatedLiterature Review : Key Concepts Theories And Theories1125 Words   |  5 Pagesscholarly material and to understanding gaps relating to the research area the questions pose. Meharabian and Russell (1974) proposed a theoretical model in which they discussed how service environment stimulates the customer’s emotions and there by influences their behavioural intentions. 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