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Gaps Model of Service Quality

Gaps Model of Service Quality

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Published by Mehwish Shams

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Published by: Mehwish Shams on Mar 13, 2011
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05/12/2014

 
Services Marketing Assignment # 2
Submitted By: Mehwish ShamsBBA 2K8 (A)(a)
 
D
escribe what is meant by a customer gap and provide a hypothetical example toillustrate your point.(b)
 
D
escribe a potential situation where a ³customer gap´ could occur in service businessand strategies to overcome these gaps.When delivering a service there is always a chance that could be a difference between whatcustomers expects and what they perceived that they get. Customer gap basically refer to thegap between customers expectation from the service and what they get from the service.According to the Gap model of service quality there are seven types of gaps that can occur atdifferent points during design, communication and delivery of the service. To explain thevarious types of gaps let¶s take example of a hotel. Starting from the first gap i.e.
Knowledgegap
, the hotel management perceptions of guest expectations with regard to the desiredquality of a hotel service may not be in sync with real customer expectations. This gap can bebecause of lack of communication between customer and management. The hotelmanagement might be trying to make its services better may be by enhancing facility or bymaking exception but without understanding the customer¶s needs and expectations. Thesecond gap is called the
standard gap
which is the result of differences in managingknowledge of client¶s expectation and the process of service delivery. For example acustomer might want to enjoy privacy with his family while dining in the hotel but is irritatedby the presence of two waiters who are there to help him because this is the standard of hotel.Then comes
delivery gap
this gap in a hotel occurs when employees fail to implement thebusiness method and do not provide the service correctly. In a hotel/restaurant themanagement might have ordered or told the waiters to serve the customers in two minutesafter they sit at the table. There are chances that waiters are careless and he ignores thisimportant specification and does not do it on time. Then comes the
internal communicationgap
which simply is that what company is promising it will deliver and what actually itdelivers. For example if a hotel markets itself as a very good quality hotel but in reality itdoes not.
Perception gap
is difference between what is delivered to the customers and whatthey perceive they received. Example customer went to a cosy and high class hotel to havedinner but the ambiance is not what he perceived. Then comes the
interpretation gap
, whichsimply is what hotel communication effort promised and what customer thought or perceivedis promised to them via this communication. For example if hotel promotes itself asproviding everything for everyone than a customer might order baby food for his baby andwould say that your hotel promised that. So the customers interpret it, in his own way.
Service gap
which is the last gap is the difference between what customer expects to receiveand what his perception is of the service that is delivered to him. For instance a customer goes to a well known restaurant but after having the food he doesn¶t like the taste or ambiance of the restaurant so he might not come back.All the gaps defined above can damage relationship between customers. The above gapsoccurred because of various reasons including

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