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Using Gap Analysis to Interpret Importance with Satisfaction (Page 2)

Type of gap	Service	Priority	Meaning
Large positive gap	On-time delivery	1	A large, positive gap reflects respondents who think on time delivery is a very important feature, but their satisfaction of this service is low = Priority for improvement It is essential that the company look into improving their on-time delivery rates in order not to lose their customers.
Small positive gap	Helpdesk service	2	Again, respondents rated helpdesk as a relatively important feature compared to their satisfaction, but their satisfaction of this service falls short of this requirement. Again, this could be seen as an area for improvement, e.g. more helpdesk training or more staff on the helpdesk required.
Small negative gap	User Guides	3	Customers have rated this with higher satisfaction than importance. More time could therefore be spent improving other products.
Large negative gap	E-Newsletter	4	Respondents have given the E-newsletter high satisfaction scores when answering this question, but they do not think this it is an important feature. The company needs to concentrate on improving other services and products and leave the E-newsletter as low priority.