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 …show more content…
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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