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Gap Analysis: Mohalla Live
2.1. Executive Summary
Gap analysis in simple words means finding out the difference between the values which customers expect to receive from a service with respect to the perceived values that they actually receive. Gap analysis thus helps organizations to come to par with the customer expectations by realizing how the organization is lagging and in which areas. In this particular case, the problem which the management is facing is their inability to create a brand name for itself. In other words, failing when it came to branding their services. “Branding typically is when an idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product.” And branding is only possible when the organization can deliver uniquely positioned value to its customers over a period of time along with marketing its services. So a gap analysis to find out where and how the organization is lacking in terms of enough satisfied customers to promote it to the category of a ‘brand’ was felt necessary.
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cinema and media in these discourses which saw the participation of eminent personalities of literary. It even faced many legal suits for this.com). perhaps no other mainstream and institutional media ever dared to. Recently. literature and media. This website is focused on society. It has raised and debated issues on social cause. politics. intellectual and cinema world of India. cinema. Dalits. Mohalla Live has a clear stand. Mohalla Live has always encouraged new writers and welcomed old ones with their insightful thoughts. perhaps thousands of bloggers in Hindi language to express themselves. At that time. These discourses are held in Delhi but it intends to organize it across India in near future. This was started as a first community blog which provided uncensored and equal opportunity for debate and discussion in Hindi. 2|P a ge .com and Yatra Books (Hindi partner of Penguin Books India) it has started a series of discourse in Delhi named ‘Bahastalab’. Soon it became a movement and inspired hundreds. women and progressive thoughts. Some of the debates on Mohalla Live became so intense and fierce that many newspapers and magazines published them with courtesy. This initiative of an individual. is indeed a movement in virtual space. politics and institutions. It has disclosed the hypocrisy of media. though with the active support of many youthful persons. it is always in the support of secularism.blogspot.2. with Janatantra. it was simply known as Mohalla (mohalla. About the organization Mohalla Live is a site for Debate and Discussion in Hindi. the downtrodden. but its zeal never dented.2. It has tried to fulfil the vacant place of public debates in Hindi world which once used to be the focal points of Coffee House.
Problem Scenario Some of the core problems or concerns that Mohalla Live is facing can be summed up in the following points: a) Mohalla Live was started as a blog (mohalla.com) by its founders with no clear view as to what it will be developed into in the future. f) No formal records maintained to gauge customer satisfaction levels.blogspot.3. b) The medium of the site is Hindi. d) It is heavily dependent on publicity through word of mouth and on personal communication.2. 3|P a ge . making it difficult to attract the larger population of the metropolitans which is more comfortable with English as their mode of communication. c) The chosen medium is making it harder for the site to communicate the value it offers to new readers/bloggers. e) There is no formal structure of the organization.
credibility and security. then that customer will be satisfied. friendliness. A key aspect in customer satisfaction is the way a customer can attain satisfaction or dissatisfaction with a company’s service.g. Assurance: Including competence. Responsiveness: Willingness to help customers and provide prompt service. If a company wants to satisfy its customers the first question it needs to answer is what it is that satisfies customers and. 2002). equipment and appearance of personnel.4. equally important. Our most important research questions are: a) How will readers/bloggers distinguish the website from the others? b) What factors determine the quality of a website? Because a website is part of the connection between a company or organization and its customers. flexibility and cleanliness (Cox and Dale. the interaction remains different because some aspects of human interaction cannot be replaced with technology. helpfulness. This means the “moment of truth” between a organization and a customer is the website. Knowledge and courtesy of employees and their ability to inspire trust and confidence. Caring and individualized attention that the firm provides its customers. courtesy. Satisfying customers depends on the balance between customers’ expectations and customers’ experiences with the products and services (Zeithaml et al. commitment. Although companies may try to emulate human behaviour with technology. e) Empathy: Including access.2.. care. e. what it is that makes customers dissatisfied with the company and its products and services. communication. Service Gap Analysis using SERVQUAL The purpose of our research is to provide empirical evidence on the factors that contribute to the quality of Web sites. courtesy. This scale has been developed for the service sector. understanding the customer. It has five generic dimensions or factors and are stated as follows: a) b) c) d) Tangibles: Physical facilities. it is evident that it should reflect the quality efforts that are in place throughout the company. 2001. The interaction via the Internet between an organization and a customer is always through technology. Besides this reason there is another reason why an organization should provide high quality websites to its customers: there is no human contact through websites. Reliability: Ability to perform the promised service dependably and accurately. 1990). Parasuraman and Zeithaml (Zeithaml et al.. 4|P a ge . When a company is able to lift a customer’s experience to a level that exceeds that customer’s expectations. 1990). Comparing customers’ expectations and their perceptions of actual performance can be done by making use of the SERVQUAL scale of Berry.
2002) and are as follows: a) b) c) d) e) f) g) h) i) j) Clarity of purpose. frequency of use). Employment of this approach provides a relatively easy means to study the perceptions and opinions of a large group of people in a limited time frame and at low costs. The purpose of the questionnaire survey was to develop empirical evidence on the quality factors of website that are important to people who are familiar with Mohalla Live and frequent visitors of the site. Communication. academic discipline). age.5. The aspects have been defined according to the categories of the model developed by Cox and Dale (2001. Service and frequently asked questions. The survey comprised the following questions: a) Personal information (gender. Accessibility and speed. d) Aspects of website quality (a predefined list of qualities). Extra service. The core of the questionnaire consisted of the list of aspects of web quality. The survey was undertaken by sending the readers/bloggers an e-mail with a hyperlink to the website containing the questionnaire allowing them to respond to the questionnaire electronically and to submit by clicking a button. 1990).2. c) Specific websites that are visited by respondents (a predefined list of 20 categories of websites). 5|P a ge . For every aspect we asked the respondent to indicate the importance of that aspect and at the same time we ask for their satisfaction with that aspect. Service choice. Reliability. Design. Research Methodology The research was conducted by means of a questionnaire survey. User recognition. Service confirmation. The structure of the questions is based on the SERVQUAL scale (Zeithaml et al. For each of these categories a number of aspects have been defined in the questionnaire. b) Respondents’ use of Internet (equipment.
Data Analysis THE SERVQUAL INSTRUMENT EXPECTATIONS This survey deals with your opinions of social discussion websites. Good websites will have speed of access. Mohalla Live website has modern looking website.6. It is easy to find what one is looking for in the Mohalla Live website. Mohalla Live website has speed of access. Please show the extent to which you believe mentioned website has the feature described in the statement. What we are interested in here is a number that best shows your expectations from these websites. E4. Average Tangibles SERVQUAL score 3 -3 7 7 6 5 -1 -2 -1. P3. Tangibles P1. Strongly Disagree 1 2 Strongly Agree 6 7 PERCEPTIONS The following statements relate to your feelings about the Mohalla Live website.4 6|P age . E3. Strongly Disagree 1 2 Strongly Agree 7 3 4 5 3 4 5 6 (E) Tangibles E1. The features of Mohalla Live website are visually appealing. Good social platforms will have modern looking websites. The features of the websites will be visually appealing. E2. Here. P4.2. (P) Gap Score P-E -1 5 4 6 P2. Good websites will give the luxury of finding what one is looking for with ease. we are interested in a number that shows your perceptions about Mohalla Live website. Please show the extent to which you think these websites should posses the following features.
E Reliability E5. E7. E6. 6 -1 7|P age . When an organization promises to do something by a certain time. Employees/people concerned of excellent organizations will give prompt service to readers/bloggers.4 4 6 2 4 P11. Responsiveness P10. excellent organizations will show a sincere interest in solving it. E11. Mohalla Live provides its service at the time it promises to do so. 7 0 7 P13. P9. Mohalla Live shows a sincere interest in solving it. Excellent organizations will insist on error free records 7 Reliability P5. -0. 4 0 7 P12. Mohalla Live insists on error free records 5 2 5 4 -1 Average Responsiveness SERVQUAL score Responsiveness E10. Excellent organizations will perform the service right the first time. Employees/people concerned of excellent organizations will always be willing to help readers/bloggers. When a customer has a problem. Employees/people concerned of excellent organizations will never be too busy to respond to readers/bloggers’ requests. When you have a problem. Excellent organizations will provide the service at the time they promise to do so. Employees/people concerned of Mohalla Live are always willing to help readers/bloggers. 3 P -4 P-E 6 5 -1 4 P7. it does so. E13. Employees/people concerned of Mohalla Live give prompt service to readers/bloggers. Employees/people concerned of Mohalla Live are never be too busy to respond to readers/bloggers’ requests. Employees/people concerned of Mohalla Live tell readers/bloggers exactly when services will be performed. 6 2 3 P8. When Mohalla Live promises to do something by a certain time. Mohalla Live performs the service right the first time. E12. they do. Employees/people concerned of excellent organizations will tell readers/bloggers exactly when services will be performed. E9. E8. P6.
P19. Employees/people concerned of Mohalla Live have the knowledge to answer readers/bloggers’ questions. Readers/bloggers feel safe while putting their content Mohalla Live’s website. Excellent websites will have their customer’s Empathy P18. Excellent websites will have operating hours convenient to all their readers/bloggers. Mohalla Live has its customer’s best interest at heart. E20. Employees/people concerned of excellent organizations will have the knowledge to answer readers/bloggers’ questions.2 4 5 1 7 7 0 5 4 -1 7 7 0 8|P age . Mohalla Live website has operating hours convenient to all their readers/bloggers. 7 P 1 P-E 7 P15. 5 -1 Average Assurance SERVQUAL score Empathy E18. P21. P16.2 E Assurance E14. E21. E17. The actions of excellent organizations which come forth in their website will instill confidence in readers/bloggers. Employees/people concerned of excellent organizations will be consistently courteous with readers/bloggers. 6 Assurance P14. E16. The actions of Mohalla Live which come forth in their website instill confidence in readers/bloggers. Mohalla Live website gives readers/bloggers individual attention. Readers/bloggers will feel safe while putting their content in an excellent organization’s website. P20. E19. Excellent websites will give readers/bloggers individual attention. Mohalla Live website has employees who give readers/bloggers personal attention. Employees/people concerned of Mohalla Live are consistently courteous with readers/bloggers.Average Responsiveness SERVQUAL score -0. E15. 7 0 4 5 1 6 P17. Excellent websites will have employees who give readers/bloggers personal attention. 0.
best interests at heart.4 -0. The employees of an excellent website will understand the specific needs of their readers/bloggers.36 9|P age .4 -0. The employees of an Mohalla Live website understand the specific needs of their readers/bloggers.2 0 -1.2 0. E22. 6 0 Average Empathy SERVQUAL scores 0 TABLE 1: CALCULATIONS TO OBTAIN UNWEIGHTED SERVQUAL SCORE Average Tangible SERVQUAL score Average Reliability SERVQUAL score Average Responsiveness SERVQUAL score Average Assurance SERVQUAL score Average Empathy SERVQUAL score TOTAL AVERAGE (= Total / 5) UNWEIGHTED SERVQUAL SCORE -1.8 -0. 6 P22.
Please allocate 100 points among the five features according to how important it is to you. The knowledge and courtesy of the Mohalla Live’s employees and their ability to convey trust and confidence.Table 2: SERVQUAL IMPORTANCE WEIGHTS Listed below are five features pertaining to Mohalla Live website and the services they offer. _____30 _____ points 2. 1. Make sure the points add up to 100. personnel. and communication materials. The appearance of the Mohalla Live website physical facilities. ____15________ points 3. The caring. _______20______ points Total: 100 points 10 | P a g e . We would like to know how much each of these features is important to the customer. _____10________ points 4. _______25______ points 5. The Mohalla Live website ability to perform the promised service dependably and accurately. individual attention the bank provides its readers/bloggers. The Mohalla Live’s willingness to help readers/bloggers and provide prompt service. equipment.
4 -0.2 0.Table 3: SERVQUAL WEIGHTED SCORES SERVQUAL Dimension Score from Table 1 -1.2 0 X Importance Weight from Table 2 30 15 10 25 20 TOTAL AVERAGE (= Total / 5) WEIGHTED SERVQUAL SCORE = Weighted Score Average Tangible Average Reliability Average Responsiveness Average Assurance Average Empathy -42 -6 -2 5 0 -45 -9 11 | P a g e .4 -0.
7. 12 | P a g e . We can do this by increasing the ease of navigation on the website and by improving the overall looks and content of the website. though marginally. Conclusion As is evident from the above calculations. while working on the factors were it is below the expectation of the readers. we can conclude that Mohalla Live’s Website is lacking in the aspect of Tangibility the most. Another area where Mohalla Live is found wanting. to make the website more beneficial for the general public. An interesting aspect is that it has exceeded expectation in Assurance. is in the areas of Reliability and Responsiveness.2. It has met expectation of the readers on Empathy. Hence this is one aspect which we can leverage upon and build more on the confidence shown by the readers of the website. So we need to improve this aspect at the earliest.
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