Professional Documents
Culture Documents
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.
Perceived service
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 Perceptions
Gap 1
Gap 2
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
Gap 3
Service Delivery
Gap 4
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
Perceived Service
Service Delivery External Communications to Customers
COMPANY
Gap 3
Gap 1 Gap 2
Gap 4
ContdService 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 wereTangibles Reliability Responsiveness Assurance Empathy
11
12
Expected Service
Perceived Service
13
Correspondence between SERVQUAL Dimensions and Original Ten Dimensions for Evaluating Service Quality
Original Ten Dimensions for Evaluating Service Quality TANGIBLES RELIABILITY RESPONSIVENESS COMPETENCE COURTESY CREDIBILITY SECURITY ACCESS COMMUNICATION UNDERSTANDING/ KNOWING THE CUSTOMER
14
SERVQUAL Dimensions
TANGIBLES RELIABILITY RESPONSIVENESS ASSURANCE EMPATHY
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
Service Quality
The customers 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