Report on Critical incident

Course Title: Service Marketing

Course Code: MKT 350

Submitted by: Md. Ayman Iqbal

ID: 17201130

Submitted to:Abu Sohel Mahmood

 Content:

 Story Background

 Gap Model
 Provider Gap
 Customer Gap
 Zones Of Tolerance
 Types Of Encounter
 Consumer Response Following Service Failure
 Evidence Of Service
 People
 Process
 Physical Evidence
 Dimensions Of Service Quality
 Service Recovery
 Service Blueprint
 Consequence
 Recommendation
A Dissatisfying Encounter At City Health Clinic

Introduction: Service is Intangible, Challenging and Risky. Service generally produce and
consumed at a same time.

Information: The story is based on my brother’s friend. Who was suffering from brain
cancer from last 1 and half years but unfortunately he and his family didn’t find out about his
condition.1 year from today he was sick and consulted a doctor .The doctor recommended him to
go City Health Clinic they gave him few test and their repot was wrong they declared him as a
“Pulmonary Tuberculosis” patient. He had to go through their treatment and operation process
for getting well soon .He was following the instructions of doctor what he was told to do
throughout 1and half year. He and his family thought that he was completely fine. But that’s the
unfortunate things to tell that his bad journey was started they couldn’t understand.

After few months he fall sick again and this time no medicine was working out to get him
well .Many doctors checked up him and did a lot of taste but couldn’t figure out the exact disease
.last two month ago doctors from another hospital were confirmed that he has suffering from
“Brain Tumor” but still that time they didn’t know what exactly what to do .In that time his
condition was being so critical that he couldn’t move properly .So his family member and friends
decided to send him to Bangalore, India for his best treatment. In 13th September 2018 he was
taken to India and admitted him to The “NIMHANS” Hospital the doctors gave him a lot of tests
which would cost around 3or4 lack TK including surgery. It was difficult to manage that much
amount of TK because since from 1 and half year his family spend a lot of money for his
treatment .within this short time .Somehow his family could manage the amount only to do the
test which was very important at that time. After 2or3 days doctors have repots and they declared
that he was suffering from Bain Cancer since 1 and half year. Indian doctor didn’t give any fake
hope( like the doctor of City Health Clinic) to his family and told them to take him away to
Bangladesh and also asked to pray Allah for his betterment. That moment he was the last stage of
cancer under very critical situation.

They left from Bangalore to return ctg at 18th September due to his condition he was not allowed
to fly in airlines .So they had to return by an ambulance .They tried all their possible ways to get
well him but fortune always doesn’t favor to everyone .He was so unfortunate that he even can’t
die in peach in his own country .On the middle way to Delhi to Kolkata he stop his last breath at
20th September. He was facing a lot of troubles when he was alive but he had to face difficulties
even after his death. There was no hospital which was nearby for them to take him they had to
take away his dead body to a hospital of kolakata .In that hospital they had to stay 5 days with
the dead body to get all documents, post murder report and permission from the Indian embassy
to take his dead body from India to Bangladesh.The day when they reached at Benapole the
border of India and Bangladesh they were 10 minutes late to cross the border .So they had to stay
a night with the dead body and ambulance in the road. Next day they rerun back for ctg,
Bangladesh. After a lot of difficulties they reached Boalkhali,ctg at 25th sptember at 10 am his
janajah was finished and was buried into the grave. How irresponsible can be some doctors and
hospital that because of their mistake and wrong report people are losing their family
member.Beacause of poor knowledge and skill of doctors we lost a lot of lives everyday.

The Gap Model

Gap model

Provider Gap 1:
It is also called the knowledge gap. The knowledge gap is the difference between the customer’s

expectations of the service provided and the company’s provision of the service. In this case,

managers are not aware or have not correctly interpreted the customer’s expectation in relation to

the company’s services or products. If a knowledge gap exists, it may mean companies are trying

to meet wrong or non-existing consumer needs. In a customer-orientated business, it is important

to have a clear understanding of the consumer’s need for service. To close the gap between the

consumer’s expectations for service and management’s perception of service delivery will

require comprehensive market research.

Provider Gap 2:

It is called policy gap. It’s the gap between management perception and service quality

specification. this gap reflects management’s incorrect translation of the service policy into rules

and guidelines for employees. Some companies experience difficulties translating consumer

expectation into specific service quality delivery. This can include poor service design, failure to

maintain and continually update their provision of good customer service or simply a lack of

standardisation. This gap may see consumers seek a similar product with better service

elsewhere.

Provider Gap 3:
It is also called the delivery gap. It is the gap between Service Quality Specification and Service

Delivery. This gap exposes the weakness in employee performance. Organisations with a

Delivery Gap may specify the service required to support consumers but have subsequently

failed to train their employees, put good processes and guidelines in action. As a result,

employees are ill equipped to manage consumer’s needs. Some of the problems experienced if

there is a delivery gap are:

Employees lack of product knowledge and have difficulty managing customer questions and

issues

Organisations have poor human resource policies

Lack of cohesive teams and the inability to deliver

Provider Gap 4:
It’s also called the communication Gap: this is the Gap between Service Delivery and External

Communications. In some cases, promises made by companies through advertising media and

communication raise customer expectations. When over-promising in advertising does not match

the actual service delivery, it creates a communication gap. Consumers are disappointed because

the promised service does not match the expected service and consequently may seek alternative

product sources.
The provider gaps which I faced during the hospital service:

Gap-1: The service they are supposed to give proper service and they are providing wrong ones.

They are not seeing what consumer expect.

Gap-2:Service standard was not up to the mark.

Gap-3:Doctors can’t meet patients expectation.

Gap-4:Their tools and instrument was not updated

Customer Gap

The Customer Gap

 Their expectation was
hoping to get treatment on
time as soon as I enter. Expected Service

 They did not get proper Customer Gap

treatment on time, as well as
any sort of help
Perceived Service

Expected Vs Perceived:
 I expected there would be available doctors at the hospital but there was no doctors at
night duty.

I expected that the environment of the hospital would be clean and peaceful but their
environment was so unhealthy and dirty.

I expected to have accurate treatment and tests repot but they provide us wrong
treatment and wrong report of tests .

I expected that there would available of digital instruments and tools but all their
instruments and tools were backdated.

I expected from them to be empathetic and have well behavior towards the patient but
they did not show any empathy to the patient at all.

Zones Of Tolerance:

Factors Involved
Level of Desired Service •Enduring service intensifier
Expectation
Zone of tolerance

Adequate Service Desired Service

Zone of tolerance Factors Involved

•Transitory service
intensifier
•Situational Factor
Adequate Service

Most Important factors Least Important factors

Zones of tolerance is not same always. It stays low for important factors and it stay high for least

important factors .It vary time to time and people to people. It will also vary in transitory factors

and situational factors.

 Enduring service intensifier: In terms of enduring service intensifier zones of

tolerance is low.

Transitory service intensifier & Situational Factor :In terms of transitory &

situational factor zones of tolerance is high.

Most Important Factors

Treatment: In hospital service it is very important for a patient to get proper treatment and get

well soon.

Environment: Clean and peaceful environment can help a patient to improve their health

condition better.

Instruments: Instruments and tools are very important in a hospital service. Instruments and

tools should be updated.

Report: Tests report must be correct because a wrong report can causes death of a patient.

Least Important Factors

Nurse &Staffs: Staffs are not much important for hospital service. Nurse and staffs should be

well trained.

Payment: Payment process should be developed.

 Encounter Types:

Encounter Types

Face to Face Encounter

Face to Face: This service encounter was under face to face encounter.
 Customer Response Following Service Failure

After getting this service the customer must be take action .Customer will complain to family &

friends and also will switch the provider.

Evidence of Service:
 The Evidence of Service

People Process

Physical
Evidence

People:

 Patient

 Doctors

 Nurses

 Doctors Assistant

 Employees

 Clerk
 Driver

 Security

Process:

 Ambulance call

 Ambulance arrive

 Taking to the hospital

 Reception

 Payment

 Pre operation process

 Operation

 Post operation process

 Bill pay
 Taking all files of patient

 Leave

Physical Evidence:
Dimension of Service Quality:
 Reliability: fix the problem first time and ready when promised.

 Responsiveness: No waiting, willing to help, responds to request.

 Assurance: Knowledgeable employees.Customer can easily trust their treatment process.

 Empathy: Giving Caring, attention must be given to customer from inner force of the

heart.

 Tangible: Appearance of physical facilities, Equipment,Uniform,Signage,everything what

can be seen .

Service Recovery:

Recovery

No Recovery Of Service

As we know there is no recovery of service. But some service sector can give recovery of

service failure as discount, offer, free service.When the service end with a patient’s death

then there is no recovery of service.

Service Blueprint:
 Consequences of not taking corrective measure
 Highly dissatisfied customer
 Loss of customer

 Negative word of mouth

 Loss of reputation or good will

 Customer will switch

Recommendation
 Use New & Updated Machines

 Give Accurate Training to Nurse & Staffs

 Clean & Peaceful Environment

 Correct Record of Report

Thank You