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QUALITY MANAGEMENT (Quality is the 'consistent conformance to customer…

- - - - If the perceived quality gap is such that customers' perceptions of the service or product fail to match their expectations of it, the reason/reasons myst lie in other gaps elsewhere as follows - Gap 1: the customer's specification-operation's specification gap - perceived quality could be poor because there may be a mismatch between the organization's own internal quality specification and the specification which is expected by the customer
        
        Gap 2: the concept-specification gap - perceived quality could be poor because there is a mismatch between the service or product concept and the way the organisation has specified quality internally
        
        Gap 3: the quality specification-actual quality gap - perceived quality could be poor because there is a gap between actual quality and the internal quality specification (often called 'conformance to specification)
        
        Gap 4: the actual quality-communicated image gap - perceived quality could be poor because there is a hap between the organization's external communications or market image and he actual quality delivered to the customer, this may be because the marketing function has set unachievable expectations or operations is not capable of the level of quality expected by the customer