Upload
anurag-mahor
View
224
Download
0
Embed Size (px)
Citation preview
8/3/2019 Gaps Model 2010
1/20
The Gaps Modelof Service Quality
8/3/2019 Gaps Model 2010
2/20
Perceived
Service
ExpectedService
CUSTOMER
COMPANY
CustomerGap
GAP 1
GAP 2
GAP 3
ExternalCommunications
to CustomersGAP 4ServiceDelivery
Customer-DrivenService Designs and
Standards
Company Perceptionsof Consumer
Expectations
Gaps Model of Service Quality
8/3/2019 Gaps Model 2010
3/20
Seven Service Quality Gaps
(Lovelock and Wirtz)
Customer experiencerelative to expectations
1. Knowledge Gap
2. Standards Gap
3. Delivery Gap
5. Perceptions Gap
7. Service Gap
Customer needs andexpectations
6. Interpretation Gap
4. InternalCommunications Gap
MANAGEMENT
CUSTOMER
4.
Customer perceptionsof service execution
Management definitionof these needs
Translation intodesign/delivery specs
Execution ofdesign/delivery specs
Advertising and salespromises
Customer interpretationof communications
8/3/2019 Gaps Model 2010
4/20
The Customer Gap
Expected
Service
PerceivedService
GAP
8/3/2019 Gaps Model 2010
5/20
Provider GAP 1
CompanyPerceptions of
ConsumerExpectations
ExpectedService
CUSTOMER
COMPANY
GAP 1
8/3/2019 Gaps Model 2010
6/20
Provider Gap 1: Not knowing what customers expect
Provider Gap 2: Not selecting the right service designs and standards
Provider Gap 3: Not delivering to service standards
Provider Gap 4: Not matching performance to promises
CustomerExpectations
CustomerPerceptions
Key Factors Leading to the
Customer Gap
CustomerGAP
8/3/2019 Gaps Model 2010
7/20
CustomerExpectations
Company Perceptions ofCustomer Expectations
Inadequate Marketing Research OrientationInsufficient marketing researchResearch not focused on service qualityInadequate use of market research
Lack of Upward CommunicationLack of interaction between management and customersInsufficient communication between contact employeesand managersToo many layers between contact personnel and topmanagement
Insufficient Relationship Focus
Lack of market segmentationFocus on transactions rather than relationshipsFocus on new customers rather than relationshipcustomers
Inadequate Service Recovery
Key Factors Leading to Provider
Gap 1
GAP
1
8/3/2019 Gaps Model 2010
8/20
Customer-Driven ServiceDesigns and Standards
Management Perceptions of
Customer Expectations
Poor Service DesignUnsystematic new service development processVague, undefined service designs
Failure to connect service design to servicepositioning
Absence of Customer-Driven StandardsLack of customer-driven service standardsAbsence of process management to focus oncustomer requirements
Absence of formal process for setting servicequality goals
Inappropriate Physical Evidence and Servicescape
Key Factors Leading to Provider
Gap 2
GAP
2
8/3/2019 Gaps Model 2010
9/20Service Delivery
Customer-Driven ServiceDesigns and Standards
Deficiencies in Human Resource PoliciesIneffective recruitmentRole ambiguity and role conflictPoor employee-technology job fit
Inappropriate evaluation and compensation systemsLack of empowerment, perceived control and teamwork
Failure to Match Supply and DemandFailure to smooth peaks and valleys of demandInappropriate customer mixOver-reliance on price to smooth demand
Customers Not Fulfilling Roles
Customers lack knowledge of their roles and responsibilitiesCustomers negatively impact each other
Problems with Service IntermediariesChannel conflict over objectives and performanceChannel conflict over costs and rewardsDifficulty controlling quality and consistencyTension between empowerment and control
Key Factors Leading to Provider
GAP 3
GAP
3
8/3/2019 Gaps Model 2010
10/20
Service Delivery
Lack of Integrated Services Marketing CommunicationsTendency to view each external communication as
independentNot including interactive marketing in communications planAbsence of strong internal marketing program
Ineffective Management of Customer ExpectationsNot managing customer expectations through all forms ofcommunicationNot adequately educating customers
OverpromisingOverpromising in advertisingOverpromising in personal selling
Overpromising through physical evidence cues Inadequate Horizontal Communications
Insufficient communication between sales and operationsInsufficient communication between advertising and operationsDifferences in policies and procedures across branches or units
External Communications toCustomers
Key Factors Leading to Provider
GAP 4
GAP4
8/3/2019 Gaps Model 2010
11/20
Perceived
Service
ExpectedService
CUSTOMER
COMPANY
CustomerGap
GAP 1
GAP 2
GAP 3
ExternalCommunications
to CustomersGAP 4ServiceDelivery
Customer-DrivenService Designs and
Standards
Company Perceptionsof Consumer
Expectations
Gaps Model of Service
Quality
8/3/2019 Gaps Model 2010
12/20
Prescriptions for Closing the
Seven Service Quality Gaps (1)
1. Knowledge gap:Learn what customers expect
Understand customer expectations (thru market research:
Surveys, customer panels;Quality functions deployment,structured brainstorming and service quality gapanalysis)
Improve communication between frontline staff and
management Relationship focus
Effective service recovery systems
8/3/2019 Gaps Model 2010
13/20
Prescriptions for Closing the
Seven Service Quality Gaps (2)
2. Standards gap:Specify SQ standards that reflect
expectations
Set, communicate, and reinforce customer-oriented
service standards for all work units
Use service blueprints
Effectively design physical evidence & servicescape tomeet customer expectations
8/3/2019 Gaps Model 2010
14/20
Prescriptions for Closing the
Seven Service Quality Gaps (3)
3. Delivery gap:Ensure service performance meets standards
Appropriate recruitment and selection
Clarify employee roles
Train employees in priority setting and time management
Develop good reward system
Managing Demand and supply gap
Motivating intermediaries to meet company standards
and goals
Managing customers to performs their roles
appropriately
8/3/2019 Gaps Model 2010
15/20
Prescriptions for Closing the
Seven Service Quality Gaps (4)
4.Internal communications gap:Ensure that
communications promises are realistic
Seek comments from frontline employees and
operations personnel about proposedadvertising campaigns
Get sales staff to involve operations staff in
meetings with customers
Ensure that communications sets realistic
customer expectations
8/3/2019 Gaps Model 2010
16/20
Prescriptions for Closing the
Seven Service Quality Gaps (5)
5. Perceptions gap:Educate customers to see realityof service quality delivered
Keep customers informed during service delivery and
debrief after delivery
Provide physical evidence
6. Interpretation gap:Pretest communications to
make sure message is clear and unambiguous Present communication materials to a sample of
customers in advance of publication
8/3/2019 Gaps Model 2010
17/20
Prescriptions for Closing the
Seven Service Quality Gaps (6)
7.Service gap: Close gaps 1 to 6 to meet customerexpectations consistently
8/3/2019 Gaps Model 2010
18/20
Integrated ServicesMarketing Triangle
8/3/2019 Gaps Model 2010
19/20
The Services Marketing
Triangle
InternalMarketing
Interactive Marketing
ExternalMarketing
Company(Management incl. OPERATIONS MANAGEMENT)
CustomersEmployees
enablingpromises
keeping promises
settingpromises
8/3/2019 Gaps Model 2010
20/20
Communications and the
Services Marketing Triangle
Internal MarketingVertical Communications
Horizontal Communications
Interactive MarketingPersonal Selling
Customer Service CenterService Encounters
Servicescapes
External MarketingCommunication
Advertising
Sales PromotionPublic RelationsDirect Marketing
Company
CustomersEmployees