BY FERRIN AHMED G.

MANIKANDAN
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A model of service quality. Evaluation by customers: service received v service expected Service quality = P-E P consumers perceived level of service received E consumers expectations prior to service encounter

Difference between what Customers expect and what management perceive customers expect. Negative and Positive may occur. Dangers of positive outcome. Cause of Gap 1: Failure of management to identify customer expectations correctly.

Communicate with customers about what they expect. Conduct customer research to learn what customers expect. Encourage upward communication within the service organization. Decrease the number of layers of management.
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Difference between managements perception of consumer expectation of a service and service quality specifications. Causes of Gap 2: Resource constraints Market conditions Management indifference

Top management commitment to providing service quality. Develop service quality goals. Standardization of tasks Hard technology Soft technology Address feasibility of customer expectations.

Difference between the service quality specification and the delivery of those specifications to the customers.

Reasons: Lack of empowerment of the employees

Lack of training to the franchisees staff Insufficient customer education to receive the service.
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Enhance team work among employees Ensure there is a good employee Ensure there is a good technology Employee control Develop a supervisory control system Reduce employee role conflict
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Difference between the service delivered to customers and the external communication made about the service.

Reasons :

Uncontrolled communication to customers

Overpromising through advertisement or personal selling Lack of internal communications
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Increase horizontal communication between the marketing department and service personnel. Avoid the propensity to overpromise to obtain a sale.

Be sure what is promised can be provided.

Inform service personnel of promise made by sales people and marketing communication.

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CUSTOMER
Customer Gap

Expected Service

Perceived Service

COMPANY
GAP 1 GAP 3

Service Delivery

GAP 4
Customer-Driven Service Designs and Standards

External Communications to Customers

GAP 2
Company Perceptions of Consumer Expectations

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