DELIVERY GAP ANALYSIS

Group 5
 SERVQUAL Method

 Service Quality: Customers thinking they're getting

better service than expected
 Satisfaction = f(Expectation and Perceived delivery)
 SERVQUAL = f(Quality, Performance)
 Perceived Delivery < Expectation    --> Dissatisfaction
Perceived Delivery = Expectation    --> Satisfaction
Perceived Delivery > Expectation    --> Delight
Perceived Delivery >> Expectation  --> Astonishment
 Customer perception, expectation, delivery and
profitability are interrelated
Gap Analysis
 Key Service Dimensions
Ability Competence
Ability to
to perform
perform the Competence
●

the
● ●
●
●
Credibility
Credibility
service accurately
●

service accurately ●Security

●
Security
and
and dependably
dependably ●Courtesy
●
Courtesy

Reliability Assurance

●
● Appearance
Appearance of of physical
physical
facilities, equipment,
facilities, equipment,
personnel
personnel andand
information
information material
material

Tangibles

Access Willingness
Access Willingness to
to help
●

help
● ●
●
●
Communication
Communication customers
customers and
and provide
provide aa
●

●Understanding the
Understanding the
●

Customer
Customer prompt
prompt service
service
Empathy Responsiveness
Methodology: Calculating SERVQUAL
Score
Preparing Questionnaire with two Statements

Few questions regarding each Dimension

Customers would give scores between 1 to 7 based on there perception (P) and expectation
(E).
(E).

The difference between P & E would be added for all questions under each dimension.

Weightage would be given to each dimension

Weighted Average Score would be Calculated

Gap 3 Analysis
 Also Known as :
1) Service Delivery Gap
2) Service Operation Gap
3) Performance Gap

Document Actual
ed Service Service Service
Quality Delivery Delivery
Specificati by Service Gap
ons Staff
 Time Norms

Nature of Service HDFC Bank DCB Indian Bank PNB

Cash deposits

a) Teller Counter 3-5 mins 8-10 mins 5-8 mins 3-8 mins

b) Cashier 8-15 mins 8-15 mins

Cash Withdrawals at teller counter 3-5 mins 8-10 mins 10-20 mins 10-20 mins

Issuance of demand Drafts 7-10 mins 10-15 mins 30 mins 15-20 mins

Payments of Demand Drafts 7-10 mins 10-15 mins 10-15 mins 10-20 mins

Redemption of Fixed Deposits 5 mins Same Day 15-25 mins 15-20 mins

Opening of a New Account 10-15 mins Same Day 20-25 mins 20-25 mins
Collection of Cheques

a) Local As per CCIL Max 7 Days 2-3 days 2-4 days

b) Outstation Max 14 days Max 14 Days 14-21 days 10-14 days

c) Foreign 2-16 days max 30 Days - -

 Facto
Supervisor rs
y Control
Systems

Perceived Role
Control Ambiguity

Employee- Role
Job Fit Conflict

Technology Lack of
-Job Fit teamwork
Measures to minimize the Gap
Bank’s Perspective
 Providing clear roles
 Removing conflicts
 Matching employee job fit
 Matching technology job fit
 Recognizing and rewarding
employees who deliver superior
service
 Give customer-contact
employees sufficient flexibility
 Build teams and teamwork
Customers‘ Perspective
 By performing their role
effectively
 By asking questions
 By taking responsibility of their
own satisfaction
 By complaining when there is
service failure (surveys indicate
that only 5% of the customers
do actually report their
complains to the service
providers)
 By filling up the required forms
properly so that the service
staff won’t take time verifying it
 Customer Satisfaction Survey
Ambience
90
Attitude of bank staff
96
90
72

30
24
18
12
0 0

very good good ok bad very bad very good good ok bad very bad

Level of product knowledge with service staff Processing time

90 90
84

66

42

30

18

6 6
0

very good good ok bad very bad very good good ok bad very bad
Banks’ Insights

Bank of
Key Dimensions DCB Indian Bank
Maharahtra

Responsiveness 4 3 4

Attitude 4 3 3

Tangibles 5 2 5

Empathy 4 4 2

Reliability 3 4 3
Bank of Maharashtra
Key Observations
 Staff: friendly and cooperative
 Keen on marketing the new products
Perspective about gap 3
 Claimed to serve the customers as per the norms.
 Service delay due to postal delay for transactions that
require outstation clearances, transfers etc.
Measures
 Employing additional staff
Development Credit Bank
Key Observations
 The time norms (TAT) not displayed.
 Details provided to the customers as and when they enquire.
 Role ambiguity, was observed in the branch.
 According to them the customers are well versed with the norms.
Perspective about gap 3
 Factors responsible are: technical problems
 peak hour rush
 more priority given to HNI customers
 the transaction size and type.
 inaccurate details provided by the customers.
Indian Bank
Key Observations
 new and small branch
 less rush and very less workload.
 intense competition
 less marketed.

Perspective about gap 3:

 no ‘peak hour rush’ experienced.
 Postal delay and technological interruptions