Question. 1. Define Service Quality Gap?Service Quality Gap
Customer perception of the firm and its offer are shaped by word of mouth publicity likerecommendation of friend, relative, neighbor and peer at workplace, personal experience on the part of the customer, personal need of individual customers, external communication like the publicity of thefirm in the media and its advertisements and other corporate communication.Study shows that customer assessed the service of firm on the following parameter.
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Tangible or the appearance of physical facilities, equipment, personnel and communicationmaterial.
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Reliability or the ability to perform the desired service dependably and accurately
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Responsiveness or the willingness to help customers and prompt service
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Assurance as measured by the competence of the firm in delivering the promised service,courtesy extended to the customer, the firm’s creditability and the extent to which customer feelsecure.
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Empathy or the caring, individualized attention that the firm provides to customer Customer perceived reliability, assurance tangibility responsiveness and empathy in order to determinethe service quality of the firm.
When positive perceptions are not confirmed by the actual performanceof the firm, a gap occurs, and this has been called the
Service Quality Gap
.
- 1 -7
Model of Service Quality Gap
There are four major gaps in the service quality concept.
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Gap 1: Customer’s expectations versus management perceptions: as a result of the lack of amarketing research orientations inadequate upward communication and too many layers of management.
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Gap 2: Management perceptions versus service specification: as a result of inadequatecommitment to service quality, a perception of unfeasibility inadequate task standardization andan absence of goal settings.
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Gap 3: Service specification versus service delivery: as a result of role ambiguity and conflict poor employee- job fit and poor technology job fit, inappropriate supervisory control systemslack of perceived control and lack of team work.- 2 -7
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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:
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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.
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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.
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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
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