Maven have been utilising PZB based Gap analysis methodology for over 15 years, delivering insight
into the key make or break gaps between customers’ expectations of a product or service and what they
Our Gap analysis is based around the Servqual model (Sources: Parasuraman, Word of mouth Personal and/or Past
and other organisational experience
Zeithaml & Berry (1990), Speller (1992)) and is one of the most robust methods communication needs
of identifying and quantifying the key customer driven performance criteria that
a company should measure against.
This diagram shows GAP 5 within the full PZB model. This gap highlights the Product
& Serv ice
differences between what a customer expects from a product or service and what G AP
they perceive they receive. It is imperative for any company to ensure that this gap
is as small as possible on the critical attributes of product and service. Perceived
& Serv ice
Firstly qualitative depth interviews are used to explore the customers’ expectations and perceptions of a product or service. Analysis of this
information results in a detailed picture of customers’ expectations and perceptions of the product or service in the market context. The
findings are then used to construct a quantitative questionnaire to deliver a more precise measure of the expected elements within the
product or service. All our quantitative gap questionnaires are constructed in a bespoke manner for each client, thus having the sensitivity
and flexibility to capture the varying needs of different markets. Customers’ views on competitors within the marketplace are sought to
ensure the market scenario is evaluated and the relative positioning of product or service delivery is established.
Priority Matrices are used to highlight those items which perform well i.e. have small gaps in areas of importance to the customer and those
that require attention i.e. items that have large gaps in areas of importance to the customer. These priorities are highlighted for each of the
main customer groups throughout the reports.
The Gap analysis provides a rich data set that has many diagnostic uses including: -
• Strategic input to the allocation of resources
• Identifying areas of consistency in service delivery
• Identifying regional differences in the type of service/product desired
• Prioritisation of customer requirements
Once the customer view has been established through Gap analysis, we offer a further data reduction process to distil out the key items
that should be retained for ongoing tracking. These items are selected through a careful process of data reduction to find the main items of
relevance to both the customer and the business. We will discuss with you the best options for the frequency of ongoing measurement that
has both relevance and validity.
We can capture the data through a variety of means; in-house CATI unit; web data collection; face to face data collection,
depending on individual requirements. Full electronic reports and presentations are provided.
Maven Research T: 01494 688400 E: email@example.com W: www.maven.co.uk