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COMMUNICAT

ION GAP
IN

SERVICES
MARKETING

either explicitly or implicitly. Delivering superior value to the customer is an ongoing concern of Product Managers. promises made by companies through advertising media and communication raise customer expectations. Consumers are disappointed because the promised service does not match the expected service and consequently may seek alternative product sources. In the background. Hospitality companies use advertising. and sales promotion to inform. distinctive and meaningful engagements with customers and consumers is becoming evermore challenging.Introduction Communication gap is a gap between customer’s expectation and service providers delivery process. personal selling. and remind guests about its products and services. Customers now have greater choice. The extent of communications between the company and the advertising agencies will affect the size of the gap. Chief marketing officers have little choice but to acknowledge that. placing new pressures on the growth ambitions of businesses. while brands are built on promises. Communications gap is the difference between what is promised to customers. it creates a communication gap. Each gap has a cumulative effect from the preceding gaps. it’s the experience delivered that makes the difference between myth and reality. This not only includes the actual physical product but customer service as well. the last 15 years have seen the concept of branding evolve from merely a design and communications-led ideal to one which runs far deeper into the DNA of an organization. the pressure to create compelling. When over-promising in advertising does not match the actual service delivery. In some cases. Their expectations from the brands and businesses they choose to buy from continue to grow. Brief Discussions In today’s globalised. persuade. and what is being delivered. information and power than marketers have witnessed to date. It was . interconnected and service-dominant economy. Products that do not offer good quality customer service that meets the expectations of consumers are difficult to sustain in a competitive market. Over-promising is commonly responsible for the communication gap. Showing beautifully appointed hotel rooms. refreshing swimming pools and luxurious lobby areas in an advertisement communicates to the target customers.

consumer’s peer group and others. and is based on the firm's current public image . Some basic feature that may hamper the proper delivery of service and create communication gap are elaborated below – Lack of integrated services marketing communications: The concept of having an integrated marketing communications services plan is all about effectively coordinating your efforts to produce a sale in a targeted market. Example: The position of communication gap is in fourth stage just to ensure coordination between external communication between customer and service delivery. Advertising research and survey research combine to aid in closing this Gap. and coordinated efforts toward a common sales goal. These standards exist for many activities at Amazon from delivery to communication to service recovery. It’s in this context that rational considerations are replaced with emotive ones and culture becomes paramount. requires people and teams to embrace the need to do things differently. raising customer expectations and harming customer’s service perceptions. Creating organizational change of any sort. The company has set standards for how quickly customers are informed when a product is unavailable (immediately). It may have little or nothing to do with the actual excellence of the product.these factors combined that led The Chartered Institute of Marketing to create the Branded Customer Experience Benchmark. For example: standard shipping is three to five days but shipping in one or two days is also available. This example shows how a company can resolve the issue of communication gap.com a re-known online store. an in-depth study among senior marketing and brand leaders from over 100 major international businesses. not least around brand and customer experience. It often means parting with legacy processes. All too often organizations exaggerate what will be provided to customers. Gap 4 in gap model is the variance in delivery of the customer experience and related communications to customers. how quickly customers are notified whether an out of print book can be located (three weeks). For example we can take Amazon . priorities or responsibilities and embracing new ways of working. conflicting agendas and distribution channel confusion. and the influence of the opinion leaders. Consumer's have different opinion towards a brand ability to fulfill his or her expectations. When a consumer buys a product from Amazon they selects the mode of delivery and the company tells them the expected number of days it will take to receive their merchandise. hardly anything of value would exchange hands due to a lack of awareness. how long customers are able to return items (30 days) and whether they pay return shipping costs. consumer's experience with the firm's other products.   Communications should discuss the likely case rather than the best case. . Without some form of an integrated marketing communications plan.

companies have invested significant time and money in efforts to develop compelling value propositions that focus marketing plans and develop future business direction. and they will understand and accept even substantial deviations from their original expectations. However. A robust system is one that detects and reports errors and provides the user with options for continuing. to be consulted and informed. never intended to deliver. Despite this "known fact" marketers. there will be a ‘gap’ between customer expectations and the products/services delivered by the enterprise. they will react with anger or dissatisfaction to any departure from their conceptions of the ideal project. every requirement is also an expectation: the customer expects that the requirement will be met. Expectations. there will be a ‘gap’ between customer expectations and the products/services delivered by the enterprise. despite it being the only "P" of the marketing mix that actually captures value. Consumers quickly recognize the gap between what a brand promises and what it actually delivers. all enterprises must research and understand:  Which products. business leaders and sellers spend far too little time on right-pricing their offerings to their customers. Inappropriate pricing: Price is one of the most neglected elements of the marketing mix. Overpromising: For decades. all enterprises must research and understand:  Which products.Ineffective management of customer expectation: In a broad sense. mostly out of ignorance. Treat them as participants. or even worse. are more problematic. Therefore. Inadequate attention to price and inappropriate pricing strategies based on poor understanding of customer need and value are eating away at companies’ bottom-lines. Just simple math tells that a small percentage increment in price and revenue has a disproportionately big impact on profits. services and service characteristics are important to the customer  The relative importance of these customers wants  The level of performance on each product and service characteristic which will meet customer expectations Without a clear understanding of these. it is almost impossible to meet them. Because they are subjective and rarely explicit. poor understanding of customer need . the results of these efforts often overpromise benefits that the broader organizations can't. services and service characteristics are important to the customer  The relative importance of these customers wants  The level of performance on each product and service characteristic which will meet customer expectations Without a clear understanding of these. Therefore. Consider robustness as an example. Inadequate horizontal communications: Service should be determined by customers’ wants & needs. It is sometimes unclear whether a specific characteristic is a requirement or an expectation. Service should be determined by customers’ wants & needs. If they feel abandoned or left out of the process. The widening of this gap in recent years has led to widespread consumer frustration in different service sectors. Customers are reasonable and understand the uncertainties in any project. however.

Attention to a better and more detailed understanding of customer needs and value drivers combined with a more detailed analysis and comparison of offerings with those of competitors are fundamental factors most commonly neglected or overlooked by commercial management in their pricing activities and approaches. Another effective way of eliminating communication gap is using social media.and value and lack of attention to detail. Become more competitive in the minds of customers by assessing the customer perceptions that are critical to your business. Figure: 1: The Gap Model Closing the Gap: to close this gap by measuring satisfaction and brand perceptions and by testing new product and ad concepts. A new survey by global professional services company Towers Watson reveals .

insurance services. education services. the service sector includes personal care services. the service sector would operate in a dynamic environment offering great potential.that while individuals hover up endless hours “staying in touch”. the per capita income increases which. The components of the service sector are wide and varied. tourism services. in turn. If the opportunities are properly utilized by the service sector. facilitates capital formation. Even among companies that have introduced social media technology into their employee communication channels. transportation services and consultancy services. Technologies used by service generating organizations such banks. In current business environment almost all services are found technology-driven. In future. banking services. hotel services. Medicare services. thereby accelerating the rate of capital formation. The development of services industry is sure to promote the standard of living of the people. only about half the companies spoken to are using social media tools to communicate with their staff. insurance companies. it will lead to an all round development of the economy. Performance of profitable services can absorb higher investments. there is uncertainty over which social media tools are most effective. it will contribute to the nationbuilding process. With increased developmental activities. hospitality services. and. If innovative marketing principles are followed in services marketing. the socio-economic transformation will take place at a much faster rate. education services are not detrimental in any way to the environment. tourism. For example. If investments are made in the service sector. The organized and systematic development of the service sector would create enormous employment opportunities. Importance of Services Marketing Proper marketing of services contributes substantially to the process of development. The standard of living is determined by the availability of goods and services for citizens and a wise spending on them. Conclusion . communication services. Developed countries are making full use of latest technology while rendering services. communication services.

net . Both services and goods are interlinked. requirements of customers.adage. interaction with customers while delivering service perish ability of service and intangibility of offer. The service marketer encounters many challenges in the form of heterogeneity of the services. goods represent the object or material whereas a service is deed or a performance. etc. References -Book: Services Marketing.The traditional marketing mix is considered in the context of services.Figure 1: www. Since a different marketing mix is needed for services.www.sa . In other words.huffingtonpost.edu.faculty. some have expanded the traditional four Ps.uk .Gremier/Ajay Pandit . Valarie A Zeithaml/Marry Jo Bitner/Dwayne D.mu. Thus.co. the marketing mix components in service marketing include (i) Product (ii) Pricing (iii) Promotion (iv)Place (v) People (vi) Physical evidence and (vii) Process. it is regarded that a good is a thing and a service is an act.com .slideshare. These unique characteristics of services necessitate the extension of scope of marketing mix generally. 6th Edition.