Gap Analysis
Presentation by
Stephen Coppola
Table of Contents
• Definition of Gap Analysis
• Service Gap Analysis
• SERVQUAL
– Gaps Model
– Dimension Model
• Real World Gap Analysis
• ISO 9001 2000
2
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
Service Gap Analysis
• Expected level of service vs.
Actual level of service provided
• SERVQUAL
- 5 gaps
- 5 dimensions
4
SERVQUAL
• A gap analysis research
instrument
– created by Parasuraman,
Zeithamel, and Berry
– Introduced in 1988
5
SERVQUAL Model
6
SERVQUAL Model Gaps
• Gap 1
– The difference between actual
customer expectations and
management’s idea or perception
of customer expectations
Management
Perceptions
of Customer
Expectations
Expected
Service
7
SERVQUAL Model Gaps
• Gap 2
– Mismatch between manager’s
expectations of service quality and
service quality specifications
Service
Quality
Specifications
Management
Perceptions
of Customer
Expectations
8
SERVQUAL Model Gaps
• Gap 3
– Poor delivery of service quality
Service
Delivery
Service
Quality
Specifications
9
SERVQUAL Model Gaps
• Gap 4
– Differences between service
delivery and external
communication with customer
Service
Delivery
External
Communications
to Customers
10
SERVQUAL Model Gaps
• Gap 5
– Differences between Expected and
Perceived Quality
Expected
Service
Perceived
Service
11
Gaps Model
12
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
Reliability
Responsiveness
Assurance
Empathy
(Items
(Items
(Items
(Items
(Items
1-4)
5-9)
10-13)
14-17)
18-22)
13
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
Gaps Model
•
•
High
negative
rating
High
positive
rating
=
Training needed
in certain
dimension
=
Dimension is OK,
no training
needed
15
Gaps Model Example
For Example:
• If a survey was taken which showed
the averages for each dimension is
as follows:
Dimension
Perception Average
Average
Tangibles
5.4
Reliability
5.6
Responsiveness
3.2
Assurance
6.2
Empathy
2.8
• What dimension should be
emphasized?
Expectation
2.4
4.6
3.5
3.4
4.2
16
Gaps Model Example
• Perception – Expectation =
Difference
–
–
–
–
–
Tangibles:
Reliability:
Responsiveness:
Assurance:
Empathy:
5.4
5.6
3.2
6.2
2.8
-
2.4
4.6
3.5
3.4
4.2
=
=
=
=
=
3.0
1.0
-0.3
2.8
-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
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negative rating.
Applications of Gap
Analysis
• ISO 9001 2000
• Praxiom Research Group
Limited
• Process Approach
18
ISO 9001 2000
Gap Analysis Tool
• Phase 1: Identify Gaps
• Phase 2: Fill Gaps
19
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
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
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
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
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
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
Summary of Gap Analysis
• Gaps can be found in any process of
an organization’s operations
• Tools like SERVQUAL, TwoDimensional 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 improvement.
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