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Transcript of Gap model
The Gaps Model of Service Quality
• Introduce a framework, called the gaps model of service quality.
• Demonstrate that the most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions.
• Show that four gaps that occur in companies, which we call provider gaps, are responsible for the customer gap.
• Identify the factors responsible for each of the four provider gaps.
Gaps Model of Service Quality
• Customer Gap:– difference between customer expectations and perceptions
• Provider Gap 1 (The Knowledge Gap):– not knowing what customers expect
• Provider Gap 2 (The Service Design & Standards Gap):– not having the right service designs and standards
• Provider Gap 3 (The Service Performance Gap):– not delivering to service standards
• Provider Gap 4 (The Communication Gap):– not matching performance to promises
The Customer Gap
Expectedservice
Perceivedservice
Customer Gap
Key Factors Leadingto the Customer Gap
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
Customer Expectations
Customer Perceptions
CustomerGap
Customer Expectations
Company Perceptions of Customer Expectations
Inadequate marketing research orientation Insufficient marketing research Research not focused on service quality Inadequate use of market research
Lack of upward communication Lack of interaction between management and customers Insufficient communication between contact employees and managers Too many layers between contact personnel and top management
Insufficient relationship focus Lack of market segmentation Focus on transactions rather than relationships Focus on new customers rather than relationship customers
Inadequate service recovery Lack of encouragement to listen to customer complaints Failure to make amends when things go wrong No appropriate recovery mechanisms in place for service failures
Key Factors Leading to Provider Gap 1Key Factors Leading to Provider Gap 1
Gap1
Customer-Driven Service Designs and Standards
Management Perceptions of Customer Expectations
Poor service design Unsystematic new service development process Vague, undefined service designs
Failure to connect service design to service positioning Absence of customer-driven standards
Lack of customer-driven service standards Absence of formal process for setting service quality goals
Inappropriate physical evidence and servicescape Failure to develop tangibles in line with customer expectations Servicescape design that does not meet customer and
employee needs Inadequate maintenance and updating of the servicescape
Key Factors Leading to Provider Gap 2Key Factors Leading to Provider Gap 2
Gap2
Service Delivery
Customer-Driven Service Designs and Standards
Deficiencies in human resource policies Ineffective recruitment Role ambiguity and role conflict Inappropriate evaluation and compensation systems Lack of empowerment, perceived control, and teamwork
Customers who do not fulfill roles Customers who lack knowledge of their roles and responsibilities Customers who negatively impact each other
Problems with service intermediaries Channel conflict over objectives and performance Difficulty controlling quality and consistency Tension between empowerment and control
Failure to match supply and demand Failure to smooth peaks and valleys of demand
Key Factors Leading to Provider Gap 3Key Factors Leading to Provider Gap 3
Gap3
Service Delivery
Lack of integrated services marketing communications Tendency to view each external communication as independent Absence of strong internal marketing program
Ineffective management of customer expectations Absence of customer expectation management through all forms of
communication Lack of adequate education for customers
Overpromising Overpromising in advertising Overpromising in personal selling Overpromising through physical evidence cues
Inadequate horizontal communications Insufficient communication between sales and operations Insufficient communication between advertising and operations Differences in policies and procedures across branches or units
External Communications to Customers
Key Factors Leading to Provider Gap 4Key Factors Leading to Provider Gap 4
Gap4
PerceivedService
Expected Service
CUSTOMER
COMPANY
CustomerGap
Gap 1
Gap 2
Gap 3
External Communications to
CustomersGap 4ServiceDelivery
Customer-Driven Service Designs and Standards
Company Perceptions of Consumer Expectations
Gaps Model of Service QualityGaps Model of Service Quality
10
Service Quality: The Parasuraman, Berry and Zeithaml Models
Parasuraman, Zeithaml, and Berry, professors at various
American business schools- built a conceptual model of
service quality, developed a questionnaire called SERVQUAL
which measures service quality, and conceptualised a model
for shortfall in service quality called the Gaps Model. We will
discuss their work, as it forms an important part of the
literature on services marketing.
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Contd…Service Quality
These three authors contend that the customer is the best judge of service quality. They identified five criteria that customers use to evaluate service quality. These were-
TangiblesReliabilityResponsivenessAssurance
Empathy
Definitions of the SERVQUAL Dimensions
• Tangibles: Appearance of physical facilities, equipment, personnel, and communication materials.
• Reliability: Ability to perform the promised service dependably and accurately.
• Responsiveness: Willingness to help customers and provide prompt service.
• Assurance: Knowledge and courtesy of employees and their ability to inspire trust and confidence.
• Empathy: Caring, individualized attention the firm provides its customers.
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Determinants of Perceived Service Quality
Dimensions of Service Quality1. Access2. Communication3. Competence4. Courtesy5. Credibility6. Reliability7. Responsiveness8. Security9. Tangibles10. Understanding/Knowing the
Customer
ExpectedService
PerceivedService
ServiceQuality
Gap
PerceivedServiceQuality
Word ofMouth
PersonalNeeds
PastExperience
External Communication
to Customers
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Correspondence between SERVQUAL Dimensions and Original Ten Dimensions for Evaluating Service Quality
Original Ten Dimensions for
Evaluating ServiceQuality
TANGIBLESRELIABILITYRESPONSIVENESSCOMPETENCE
COURTESY
CREDIBILITY
SECURITY
ACCESS
COMMUNICATION
UNDERSTANDING/ KNOWING THECUSTOMER
TANGIBLES RELIABILITY RESPONSIVENESS ASSURANCE EMPATHY
SERVQUAL Dimensions
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The Five Key Service Dimensions
• ASSURANCE - a combination of the following–Competence - having the requisite skills and
knowledge–Courtesy - politeness, respect, consideration and
friendliness of contact staff–Credibility - trustworthiness, believability and
honesty of staff–Security - freedom from danger, risk or doubt
The Five Key Service Dimensions
• EMPATHY - a combination of the following:–Access (physical and social) - approachability and
ease of contact–Communication - keeping customers informed in
a language they understand and really listening to them
–Understanding the customer - making the effort to get to know customers and their specific needs
Framework for isolating differences in evaluation of quality
• Search Properties : attributes which a consumer determine prior to purchasing a product. – Ex colour, style, price, fit, feel, hardness, and smell
• Experience Properties : attributes which can only be discerned after purchase or during consumption – Ex taste, wearability, and dependability.
• Credence properties : Characteristics which the customer may find impossible to evaluate even after purchase and consumption.
• These aspects of service quality can be categorized into the 10 service quality determinants and can be arrayed along a continuum ranging from easy to evaluate to difficult to evaluate
Figure 5.1
Customer Perceptions of Quality and Customer Satisfaction
Factors Influencing Customer Satisfaction• Product/service quality• Specific product or service features• Attributions for service success or failure• Perceptions of equity or fairness• Other consumers, family members, and
coworkers• Price• Personal factors
– the customer’s mood or emotional state–situational factors
Service Quality• The customer’s judgment of overall
excellence of the service provided in relation to the quality that was expected.
• Service quality assessments are formed on judgments of:–outcome quality– interaction quality–physical environment quality