AGBS

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Amity Global Business School
MBA, Semester 3
Marketing of Services
Aparajita Dasgupta Amist
AGBS Determinants of Desired
Service Expectations
Personal Needs
Lasting Service Intensifiers
- Derived Service Expectations
- Personal Service Philosophy
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AGBS
Determinants of Adequate
Service Expectations
Temporary Service Intensifiers
Perceived Service Alternatives
Customer Self-Perceived Service Role
Situational Factors
Predicted Service
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AGBS Issues in Customer Service
Expectations
What does a service marketer do if customer
expectations are unrealistic?
Should a company try to delight the customer?
How does a company exceed customer service
expectations?
Do customer service expectations continually
escalate?
How does a service company stay ahead of
competition in meeting customer expectations?
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AGBS
Customer Perceptions
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AGBS
Satisfaction Vs
Service Quality
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Product
Quality
Price
Situational
Factors
Personal
Factors
Customer
Loyalty
Reliability
Responsive
ness
Assurance
Empathy
Tangibles
AGBS
GAP Model of Service Quality
Identifies various gaps and their
causes & propose strategies to fill
them such that consistent delivery of
good service quality is possible
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AGBS Gap1: Understanding Gap
Discrepancy between consumer
expectations & management perception of
consumer expectations
Factors responsible for Gap 1
1) Lack of Marketing Research
2) Inadequate upward communication
3) Insufficient relationship focus
4) Inadequate service recovery
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AGBS Gap 2: Service Standards
Specification Gap
Discrepancy between managements
perception of consumer expectations &
service quality perceptions
Factors responsible for Gap 2
1) Management Commitment
2) Absence of customer driven standards
3) Inappropriate servicescape & physical
evidence
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AGBS
Gap 3: Service Standards-
Delivery Gap
Discrepancy between service quality
specifications & actually delivered service
Factors responsible for Gap 3
1) Deficiencies in HR policies
2) Customers who do not fulfill roles
3) Problems with service intermediaries
4) Failure to match supply & demand

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AGBS Gap 4: Service Promotion
Gap
Discrepancy between delivered service &
what is communicated about the service to
consumers
Factors responsible for Gap 4
1) Lack of integrated communication
2) Propensity to over-promise

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AGBS Gap 5: Service Quality Gap
Discrepancy between expected service
and perceived service (by consumer)
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