Services Marketing Reviewer

1. Think of existing business. Explain each gap, discuss how it happened, and suggest possible solution.

· Gap between consumer expectation and management perception

management does not always correctly perceive what customers want

· Gap between management perception and service-quality specification

management might correctly perceive customers' wants but not set a performance
standard.

· Gap between service-quality specifications and service delivery

Personnel might be poorly trained, or incapable of or unwilling to meet the standard; or
they may be held to conflicting standards such as taking time to listen to customers and serving
them fast.

· Gap between service delivery and external communication

Consumer expectations are affected by statements made by a company representatives
and ads.

· Gap between perceived service and expected service

Gap occurs when the consumer misperceives the service quality.

ie. Physician may keep visiting the patient to show care, but patient may interpret this as
something is really wrong with him.

2. Factors leading to customer-switching behavior and give business scenario.

· Pricing
-High price

-Price increase

-Unfair pricing

-Decceptive pricing

· Response to Service Failure

-Negative Response

-No Response
 -Reluctant Response

· Inconvenience
-Location / Hours

-Wait for appointment

-Wait for service

· Competition
-Found better service