The Gap Model in Service Essay example

Words: 2631
Pages: 11


Quality of the service is the degree of conformance of all the relevant features and characteristics of service to all the aspects of the consumers’ needs limited by the price and delivery s/he will accept. Quality can be viewed from two perspectives:



Internal quality based on conformance to specifications External quality based on customer-perceived quality

Gain competitive advantage, maintain loyalty Increase value (may permit higher margins) Improve profits

Expected Service

CUSTOMER
Customer Gap

Perceived Service
Service Delivery External Communications to Customers

COMPANY
Gap 3 Gap 1

Gap 4

Customer-Driven Service Designs and Standards

Gap 2
Company Perceptions of Consumer Expectations
standard

 Technology vs. human

Process

Physical Evidence

 Tangible communication

 Servicescape
 Guarantees

 Technology
 Website

Expected Service

CUSTOMER
Customer Gap

Perceived Service
Service Delivery External Communications to Customers

COMPANY
Gap 3

Gap 4

Gap 1
Gap 2

Customer-Driven Service Designs and Standards

Company Perceptions of Consumer Expectations

CUSTOMER Expected Service

COMPANY

Listening Gap Company Perceptions of Consumer Expectations

Listen to customers through research. Cover company strategy to retain and strengthen the relationship.  Service recovery.
 

   

By formal and informal method. Surveys. Critical incident studies. Complaint solicitation.

     

  

To identify dissatisfied customers. To discover customer requirements or expectations. To monitor and track service performance. To assess overall company performance compared to competition. To assess gaps between customer expectations and perceptions. To appraise service performance of individuals and teams for rewards. To determine expectations for a new service. To monitor changing expectations in an industry. To forecast future expectations.

: Define Problem : Develop Measurement Strategy : Implement Research Program : Collect and Tabulate Data : Interpret and Analyze Findings : Report Findings

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