RPG Research Catalog
Gap Analysis Studies
Academic research in services marketing has established four distinct gaps in service quality that can be minimized to improve the service experience. While these gaps are fairly intuitive, it’s surprising how often service companies choose to overlook them… often resulting in lower sales and fleeing customers. A gap analysis study helps to identify how wide each of these service gaps are and offers insight into how these gaps can be reduced to improve service quality.
For more information on service gaps, take a look at this article, which summarizes the gap model and the academic research surrounding it.