Gap 4: Service delivery versus external communication: as a result of inadequate horizontalcommunication and propensity to over promise
Q.2. Research on how organization address such situation when service quality gaps areencountered ?
Service quality is a deliberate strategic choice exercised by winner firms. When the firms encounter service quality gaps, has to focus on the following critical areas:
Developing a shared service vision:
the starting point is that of developing a shared servicevision, a service concept, and operating strategy which communicated to every one in theorganization. Through open communication companies has continued to refine its serviceconcept. By understanding what their target customer want and how they perceive firmscompetitors. The firm has achieved its goal through strategy and system integration, where inHRD, up gradation of technology, and service delivery points have played a pivotal role.Training and decentralization of decision making, and accessibility of top management contact personnel and customers has helped firms to emerge a winner in the financial service industry. Itis not only important to have service vision but it is equally critical to plan and implement aservice quality strategy. Here the firm has to set before itself the goal of 100 percent customer satisfaction. Though on the face of it, this looks impossible, in reality it has been found to be amotivating, challenging and even achievable goal. Dissatisfaction is as contagious as satisfactionand therefore the firm should work to achieve 100 percent customer satisfaction.
Locating service point near the customer
: Taking service to the customer is one of the usefultools in improving in improving service quality. The option demands that instead of the customer having to seek out service outlets, the firm’s service centers should seek out the customer.Service which is done at hand, at the time customer wants it.
Making delivery point user friendly:
It is important to have service point user friendly.Cleanliness, friendly environment and courteous people, warm hospitality shown in bothverbally and non-verbally, and using technology can make service delivery point customer friendly.- 3 -7