 service quality model - Gronroos

Service Quality Model Gap Model

(a) Gap1 - Knowledge Gap -Gap 2 - Standard gap - Gap 3 Delivery Gap
Gap 4 - Communication Gap / Market Communication. - Gap 5 - Customer Crap.
(b) Gap 1- Customer Expectation and Management Perception.
Gap 2-Service Quality Specification + Management Perception.
Gap 3 - Service Quality Specification & Service Delivery
Gap 4 - Service Delivery and External. Communication."
Gap 5- Expected Service & Experienced Service,
(c) Gap 1 : Anises when the management (service provides) does not correctly analyse
what the customer wants needs, arises due to insufficient communication between
contract employees and managers.
Gap 2: Anises due to poor service design. in appropriate physical evidence unsystematic
new service development process.
Gap 3: Occurs due to improper training, incapability / willingness to meet the set Service
standards.
Gap 4: Due to lack of integrated services marketing communication, ineffective
management of customer expectation, promising.
Gap 5: Arises when the misunderstands the consumer
 SERVQUAL

 most wide used measure for service quality

 Parasuraman zeithmal and berry developed and validate serve quill scale using
service provider in for service sector retail banking credit card security brokerage
and product repair and maintenance
 Five service quality dimensions are generally dimension reliability responsiveness
assurance empathy tangibles
 SERVQUAL scorer expressed as the different between expectance and perceptions
it measure the gap between the service that customer think should be provided and
what they think actually has been provided
 Respondent complete series of scale which measure their expectation of five
service quality dimensions and subsequently they are asked to record their
perception of that companies performance on these same dimensions
 Service quality scores would be expressed as p – e (p is equal to perception e
equals to exception)
 The original SERVQUAl instrument consisted of 22 statements covering five
service quality dimensions Reliability – 5 responsiveness – 4 assurance - 4
empathy - 5 tangibility – 4
 Set of 22 statements covering exceptions and a set of 22 corresponding statement
covering perception.
 Servperf

 Performance best service quality skill developed by Cronin and Tailor

 Cronin and Taylor suggest measurement of performance along would be enough
for measuring service quality instead of measuring exception and perception.
 Marketing Mix 7p
Traditional marketing mix, defined as the elements an organization controls that can be
used to satisfy or communicate with customers. The traditional marketing mix is
composed of the four Ps: product, price, place (distribution), and promotion These
elements appear as core decision variables in any marketing text or marketing plan.
  product (service product) :
1)Consist of core product
a)Meets customers primary need
b)Supplementary service actual facilitated purchase
d. Providing information consultation hospitality
2. Physical goods features
Quality level
Accessories
Packaging
Warranties
Branding
Product support services
 Price :
4. Payment / income
5. Pricing strategy - highly dynamic with price levels adjusted over time (factor
customer segment, time, place of delivery, level of demand, available capacity)
6. Customer – A key part of the cost – to obtain desired benefits.
*Flexibility
*Price level
*Term
*Differentiation
*Allowances
*Discounts
 Place:
1 Take place through physical or electronic channels or both
2(a)Deliver – Instantly- any location – internet access/ information based service. Eg:
using apps (smartphones),ATM, Telephones.
(b)Deliver – Directly – end user – retail outlet . Eg: Visiting Branch
Channel type
Exposure
Intermediaries
Outlet locations
Transportation
Storage
Managing channels
 Promotion:
1Traditionally promotion means evolving decisions related to Sales ^Advertising^ Sales
promotion^ publicity
2Services are produced and consumed simultaneously, service delivery people ae
involved in real time promotion of service.
3 (a)Sales people
i)Selection
ii)Training
iii) Incentives
(b)Advertising
i)Media types
ii) Types of advertisement
(c)Sales promotion
(d)Publicity
(e) Internet/web strategy
Extended Marketing Mix for services - Because services are usually produced and
consumed simultaneously, customers are often present in the firm's factory, interact
directly with the firm's personnel, and are actually part of the service production process.
Also, because services are intangible, customers will often be looking for any tangible to
help them understand the nature of the service experience. Acknowledgment of the
importance of these additional variables has led to adopt concept of an expanded
marketing mix for services
 Process: The actual procedures, mechanisms, and flow of activities by which the
service is delivered- the service delivery and operating systems
A)Flow of activities
Standardized
Customized
b)Number of steps
Simple
Complex
c)Customer involvement
 People : All human actors who play a part in service delivery and thus influence
the buyer's perceptions: namely the firm's personnel, the customer, and other
customers in the service environment.
a) Employees
Recruiting
Training
Motivation
Rewards
Teamwork
b) Customers
Education
Training
 Physical evidence: The environment in which the service is delivered and where
the firm and customer interact, and any tangible components that facilitate
performance or communication of the service.
a) Facility design
b) Equipment
c)Signage
d) Employee dress
e)Other tangibles
Reports
Business cards
Statements
Guarantees
  five dimensions
 Reliability – ability to perform the promise service dependently and accurately.
In a competitive marketplace a form to be reliable in order to attract customer loyalty.
 Responsiveness – willingness to help customers and provide prompt service.
Dealing with customer requests, complaints or problem
 Assurance - employees knowledge and courtesy and their ability to inspired trust
and confidence
In case of service perceive to be of high risk by the customer or services which reach
credence policy (health service)
Assurance dimension likely to be great importance
 Empathy - individual attention given to customers.
A retailer makes the customer field unique and special.
 Tangibles – appearance of physical facility, equipment, personal and written
materials.
New customer to judge service quality especially when other cues may not be available.