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MKT 5207 Service Marketing

MKT 5207 Service Marketing. Afjal Hossain Assistant Professor Department of Marketing. Chapter 02 The Gaps Model of Service Quality. The Gaps Model of Service Quality. The Customer Gap The Provider Gaps: Gap 1 – The Listening Gap not knowing what customers expect

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MKT 5207 Service Marketing

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  1. MKT 5207Service Marketing Afjal Hossain Assistant Professor Department of Marketing

  2. Chapter 02The Gaps Model of Service Quality

  3. The Gaps Model of Service Quality • The Customer Gap • The Provider Gaps: • Gap 1 – The Listening Gap • not knowing what customers expect • Gap 2 – The Design and Standards Gap • not having the right service designs and standards • Gap 3 – The Performance Gap • not delivering to service standards • Gap 4 – The Communication Gap • not matching performance to promises • Putting It All Together: Closing the Gaps

  4. The Customer Gap Customer Gap Figure 2.1

  5. Customer Gap Key Factors Leading to the Customer Gap Customer Expectations Customer Perceptions

  6. Gaps Model of Service Quality • Customer Gap: • difference between customer expectations and perceptions • Provider Gap 1 (Knowledge Gap): • not knowing what customers expect • Provider Gap 2 (Service Design & Standards Gap): • not having the right service designs and standards • Provider Gap 3 (Service Performance Gap): • not delivering to service standards • Provider Gap 4 (Communication Gap): • not matching performance to promises

  7. Provider Gap 1Not knowing what customers expect CUSTOMER Expected Service Perceived Service COMPANY Gap 1: The Listening Gap Company Perceptions of Consumer Expectations

  8. Gap 1 Key Factors Leading to Provider Gap 1 Customer Expectations Company Perceptions of Customer Expectations Figure 2.2

  9. Provider Gap 2Not having the right service quality designs and standards CUSTOMER Customer-Driven Service Designs and Standards COMPANY Gap 2: The Design and Standards Gap Company Perceptions of Consumer Expectations

  10. Gap 2 Key Factors Leading to Provider Gap 2 Customer-Driven Service Designs and Standards Management Perceptions of Customer Expectations Figure 2.3

  11. Provider Gap 3Not delivering to service designs and standards CUSTOMER Service Delivery COMPANY Gap 3: The Performance Gap Customer-Driven Service Designs and Standards

  12. Gap 3 Key Factors Leading to Provider Gap 3 Customer-Driven Service Designs and Standards Service Delivery Figure 2.4

  13. Provider Gap 4Not matching performance to promises CUSTOMER Gap 4: The Communication Gap External Communications to Customers Service Delivery COMPANY

  14. Gap 4 Key Factors Leading to Provider Gap 4 Service Delivery External Communications to Customers Figure 2.5

  15. Gaps Model of Service Quality Expected Service CUSTOMER Customer Gap Perceived Service Communication Gap External Communications to Customers COMPANY Service Delivery Performance Gap Customer-Driven Service Designs and Standards Listening Gap Design and Standards Gap Company Perceptions of Consumer Expectations Figure 2.6

  16. Ways to Use Gap Analysis • Overall Strategic Assessment: • How are we doing overall in meeting or exceeding customer expectations? • How are we doing overall in closing the four company gaps? • Which gaps represent our strengths and where are our weaknesses?

  17. Ways to Use Gap Analysis • Specific Service Implementation • Who is the customer? What is the service? • Are we consistently meeting/exceeding customer expectations with this service? • If not, where are the gaps and what changes are needed? (Examine gaps 1-4 for this particular service.)

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