Services

McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Conceptual material of the Book The infracts poser of dish character reference 2 2-2 Variations of the ruptures present Five utility Quality Gaps Variations of the Gaps poser Six dish Quality Gaps Variations of the Gaps stick 13 Service Quality Gaps (Gaps mould gone wild) Chapter Conceptual Framework of the Book The Gaps Model of Service Quality ? The Customer Gap ? (Sometimes referred to as Gap 5) 2 ? The Provider Gaps ? Gap 1 The Listening Gap ? not knowing what nodes depend Gap 2 The Service Design and Standards Gap ? not having the right expediency designs and standards ? Gap 3 The Service Performance Gap ? not delivering to good standards ? Gap 4 The Communication Gap ? not matching carrying out to promises ? Putting It All Together Closing the Gaps 2-6 Chapter Conceptual Framework of the Book The Gaps Model of Service Quality 2 The Customer Gap Chapter 3 Cus tomer Expectations of Service Chapter 4 Customer Perceptions of Service 2-7 Chapter Conceptual Framework of the Book The Gaps Model of Service Quality 2 Gap 1 non Knowing What Customers Expect (The Knowledge Gap) Chapter 5 Listening to Customers through Research Chapter 6 edifice Customer Relationships Chapter 7 Service Recovery 2-8 Chapter Conceptual Framework of the Book The Gaps Model of Service Quality 2 Gap 2 not Having the indemnify Service Quality Designs and Standards (The Service Design and Standards Gap) Chapter 8 Service Innovation and Design Chapter 9 Customer-Defined Service Standards Chapter 10 Physical Evidence and the Servicescape 2-9 Chapter Conceptual Framework of the Book The Gaps Model of Service Quality 2Gap 3 Not Delivering to Service Standards (The Service Performance Gap) Chapter 11 Employees Roles in Service Delivery Chapter 12 Customers Roles in Service Delivery Chapter 13 Managing Demand and Capacity 2-10 Chapter Conceptual Framework of the Book The Gaps Model of Service Quality 2 Gap 4 Not Matching Performance to Promises (The Communication Gap) Chapter 14 Integrated Service marketing Communications Chapter 15 Pricing of Services 2-11 Objectives for Chapter 2 The Gaps Model of Service Quality ? Introduce the framework, exclaimed the snaps model of emolument quality, used to organize this textbook. face that the gaps model is a useful framework for understanding improvement quality in an organization. ? 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 supplier gaps, are responsible for the customer gap. ? Identify the factors responsible for individually of the four provider gaps. 2-12 Gaps Model of Service Quality 2-13 The Customer Gap weigh about a service you receive. Is there a gap between your expectations and perceptions of that service?What do you expect that you do not receive? 2-14 Key Factors lead story to the Customer Gap Customer Gap Customer Expectations ? 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 2-15 Gaps Model of Service Quality ? Customer Gap ? difference between customer expectations and perceptions ? Provider Gap 1 (Listening 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 2-16 Provider Gap 1 CUSTOMER Customer expectations Perceived Service go with Gap 1 The Listening Gap federation perceptions of customer expectations 2-17 Key Factors Leading to Provider Gap 1 2-18 Provider Gap 2 CUSTOMER COMPANY Customer-driven service designs and standards Gap 2 The Service Design and Standards Gap Company perceptions of customer expectations 2-19 Key Factors Leading to Provider Gap 2 2-20 Provider Gap 3 CUSTOMERCOMPANY Service delivery Customer-driven service designs and standards Gap 3 The Service Performance Gap 2-21 Key Factors Leading to Provider Gap 3 2-22 Provider Gap 4 CUSTOMER COMPANY Gap 4 The Communication Gap External Service delivery communications to customers 2-23 Key Factors Leading to Provider Gap 4 2-24 Gaps Model of Service Quality 2-25 Gaps Model of Service Quality Think about a service that you receive regularly and put yourself in the wish mode. How would you change the service and the way it is provided? 2-26 Gaps Model of Service Quality Think about a service that you receive regularly and put yourself in the wish mode.How would you change the service and the way it is provided? I wish my oil change service could be done at m y main office, or where I work, so that I would not postulate to drive to a specific location and wait in line. I wish my dry cleaning service would pick up clothes from my home and deliver them to my home. I wish my bank would allow me to make additional mortgage payments (or, student loan payments) online rather than having to physically go into the bank and consummate a teller-assisted transaction. I wish my gas station would check under the hood of my car like they used to do many years ago. -27 Gaps Model of Service Quality If you were the manager of a service organization and wanted to apply the gaps model to improve service, which gap would you locomote with? Why? In what value would you proceed to close the gaps? 2-28 Gaps Model of Service Quality If you were the manager of a service organization and wanted to apply the gaps model to improve service, which gap would you start with? Why? In what order would you proceed to close the gaps? The most efficient way to u se the gaps model is to begin with provider gap 1, determining what customer expectations are.This allows the company to concentrate on the factors that will have the greatest impact on improving service quality. Following the gap 1 with gap 2, then(prenominal) gap 3 is the best progression. Gap 2 ideally would result in service design and service standards that are based on gap 1s findings about customer expectations. Then gap 3, the most complicated gap to close, would be informed by what is found in the commencement ceremony two gaps. 2-29 Gaps Model of Service Quality Can provider gap 4, the communication gap, be closed prior to closing any of the other tercet provider gaps? How? 2-30 Gaps Model of Service QualityCan provider gap 4, the communication gap, be closed prior to closing any of the other three provider gaps? How? Gap 4, which deals with lowering customer expectations, tail end be closed at any time. While the first three gaps are concerned with raising company p erformance to meet expectations, gap 4 aims to lower customer expectations to meet perceptions. The two approaches to closing the customer gap operate on different principles and therefore can occur independently. Incidentally, closing gap 4 can be more economical than closing the other gaps. 2-31 Gaps Model of Service Quality Which of the four provider gaps do you believe is hardest to close? Why? 2-32 Gaps Model of Service Quality Which of the four provider gaps do you believe is hardest to close? Why? Gap 3 is the hardest to close because it requires coordination of all of the human resources issues in a companytraining, incentives, communication, hiring, teamwork, and empowerment. Changing any one of these is difficult but changing them all, and getting them coordinated with each other, is extremely challenging. In addition to the employee factors that must be considered in closing gap 3, the customer must be managed. -33 DETERMINANTS OF PERCEIVED SERVICE QUALITY ways to Use G ap 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? 2-35 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. ) 2-36