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7/23/2019 MBA Marketing GAPS
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Customer Satisfaction gaps
Company
Customer
Expected service
Perceived service
Service delivery
Customer-drivenservice designs and
standards
Companyperceptions ofCustomerexpectations
Externalcommunications
to customers
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Gap 1:Customer & Company expectations of service
Expected service
Perceived service
Service delivery
Customer-drivenservice designs and
standards
Companyperceptions ofCustomerexpectations
Externalcommunications
to customers
Company
Customer
Gap
1
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Gap 1:Customer & Company expectations
Inadequate marketing research orientation
Insufficient market research
Research not focussed on service quality
Inadequate use of market research
Lack of upward communication
Lack of interaction between management and customers
Insufficient communication between employees and managers
Too many layers between employees and upper management
Insufficient relationship focus
Lack of market segmentation
Focus on transaction rather than relationships
Focus on new customers rather than relationship customers
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Expected service
Perceived service
Service delivery
Customer-drivenservice designs and
standards
Companyperceptions ofCustomerexpectations
Externalcommunications
to customers
Company
Customer
Gap 2
Gap 2Customer & Company standards
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Gap 2CUSTOMER & COMPANY STANDARDS
ABSENCE OF CUSTOMER-DRIVEN STANDAR
INADEQUATE LEADERSHI
POOR SERVICE DESIG
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Gap 3
Customer standards & delivered serviceExpected service
Perceived service
Service delivery
Customer-driven
service designs andstandards
Companyperceptions ofCustomerexpectations
Externalcommunications
to customers
CompanyCustomer
Gap 3
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Gap 3:Customer standards & delivered service
Deficiencies in human resource polic
Failure to match supply and dema
Customers not fulfilling ro
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Gap 4:
MISCOMMUNICATION
Source: Zeithaml
(1996)
Expected service
Perceived service
Service delivery
Customer-driven
service designs andstandards
Companyperceptions ofCustomerexpectations
Externalcommunications
to customers
CompanyCustomer
Gap 4
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Gap 4:Miscommunications
Ineffective management of customer expectations
Over promising
Inadequate communications
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Gap 5:Expected and perceived service
Expected service
Perceived service
Service delivery
Customer-driven
service designs andstandards
Companyperceptions ofCustomerexpectations
Externalcommunications
to customers
CompanyCustomer
Gap 5
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Gap 5:Expected and perceived service
The gap between the service which the
customer expected and thatperceived by the
customerto have been delivered.
This gap is directly to results from any and all
of the other four gaps.
Addressing each of the other gaps will narrowthe all-important service gap which is not itself
directly within enterprise control.
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Productvalue
Servicesvalue
Personnelvalue
Imagevalue
Psychic
cost
Energy
cost
Time
cost
Monetary
cost
Customer delivered
value
Total customervalue
Total customer
cost
Customer Delivered Value
1999 Prentice-all Canada Inc!" Scar#orough" $ntario
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Think About ItThink About It!!
Should companies encourage
customers to complain?
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Think About ItThink About It!!
How does a company findout defects?
CASE STUDY
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Think About ItThink About It!!
Should companies encourage
customers to complain?