Gap 1: The gap between management perception and customer expectations
This occurs when management has not carried out market research to establish what
customers need. Market research is critical in finding out what customers need. Nissan makes
use of its dealerships as points where customers can participate in surveys to find out what
customers would like to have in their vehicles. In most instances Nissan management tried
introducing a sedan vehicle market but customers did not respond well, instead customers
needed Nissan to produce low commercial vehicles (LCV) which customers needed for either
off road usage or farming. The sedan market failed due to lack of marketing research.
Gap 2: The gap between service quality specification and management perception
The Nissan management has over the years understood what customers requires from the
brand, however customers have indicated that Nissan take years to launch a new model.
Customer have indicated that Nissan as a brand tends to run same vehicle models for a long
time whilst their competitors are launching new models every five years. Customers prefer
Nissan vehicles for their performance, and as such should make a commitment to its
customers to launch mew vehicle models every five years.
Gap 3: The gap between service quality specification and service delivery
This gap is seen when there is a level of unwillingness from the service provider to provide a
product or service at the required set standard. The gap may also be caused by inadequate
training to employees leading to incompetence. Customers will always demand top quality
products; Nissan ensures that its employees are retrained on a yearly basis to further update
their skills. Quality standards are continuously changing and for Nissan to keep up, it is through
its employee’s skills development. Such training ensures that vehicles are built to standard
and meet the expectations of customers. This gap is also addressed through properly drafted
instruction documentation for the employees on how to use the processes.
Gap 4: The gap between external communication and service delivery
Customers decision to make a purchase are based on statements made by organisations,
should the claims not be met on delivery a gap arises. Nissan prides itself in manufacturing
vehicles that are best on the off road terrain, the brand advertisements depict vehicles driving
through mountainous areas. That on its owns is enough to convince customers to purchase
the vehicles. Before vehicles are released to the storage area, they are put through a test
terrain that imitates an offroad terrain. When vehicles pass this test, the quality is confirmed
to be good. Vehicles that fail the test are sent back for further investigations.
Gap 5: The gap between experienced service and expected service.
This gap is created when the customers misinterpret the service quality provided. Often after
a vehicle purchase Nissan would like to keep in contact with the customer to find out how the
vehicle is performing and find out if the customer might be interested in other services on
offer. Customers might misinterpret such as a sign of mistrust, some may think there is
something wrong with the vehicle as such the organisation is trying to find out if something
has gone wrong. Nissan has over the years made use of surveys as opposed to calling the
customers. Surveys are much safer as not all customers will participate.