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21 Cards in this Set
- Front
- Back
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Service Quality |
customer’s perception of the service component of a product. a way to differentiate among competing service alternatives. |
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Customer Satisfaction vs. Service Quality |
Customer Satisfaction – short-term, transaction-specific measure. Service Quality – an attitude formed long term, overall evaluation of a performance. Service Quality can be an important determinant of C satisfaction |
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Five Dimensions of Service Quality* |
RELIABILITY Dependable and Accurate Performance ASSURANCE Competence, Courtesy, Credibility, Security, Trust & Confidence TANGIBLES Acceptance of Physical Elements (Facilities & Equipment), Personnel & Communication Materials EMPATHY Easy Access, Good Communication, Customer Understanding – Individualized Attention and Care RESPONSIVENESS Willingness to Help, Promptness of Service |
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Measuring Service Quality: The GAPS Model |
A Diagnostic Tool that relates quality standards to customer expectations Identifies where a discrepancy may occur between the service provider’s performance and customer’s expectations |
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Six (6) Fundamental Gaps of ServQual |
Knowledge Policy Delivery Internal Communications Perceptions Service Quality (Lovelock) |
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Knowledge Gap |
Relates to Lack of Management Understanding of what Customers expect |
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Policy Gap |
Failure to translate Manager’s perception of customer expctations into Service Quality Standards |
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Delivery Gap |
Difference between specified Delivery Standards and the Firm’s actual Performance |
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Communications Gap |
Difference between what Advertising and Sales Personnel know about Product Attributes and what they actually deliver |
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Perceptions Gap |
Difference between what Company has delivered vs. what Customers perceive they have received |
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Service Quality Gap |
Difference between what Customers expect to receive and their perceptions of the Service that actually is delivered Accumulated Outcome of all the Preceding Gaps |
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Key Factors Leading to the Knowledge Gap |
• Insufficient Marketing Research (Inaccurate Information, Inadequate Use of Findings) • Poor upward communication from contact personnel • Poorly interpreted Information about the Audience’s Expectations • Too many layers between Front Line Personnel and Top Level Management |
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Key Factors Leading to the Policy Gap |
• Goals and Objectives are not clearly defined • Poor or Insufficient Planning Procedures • Lack of Management Commitment • Unclear or Ambiguous Service Design • Unsystematic New Service Development Process • Absence of Customer Defined Standards |
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Key Factors Leading to the Delivery Gap |
• Poor HR Policies – ineffective recruitment, role ambiguity, role conflict, improper rewards & compensation system • Ineffective Internal Marketing • Customers not fulfilling their Roles • Failure to match Demand & Supply • Lack of Proper Customer Education & Training • Breakdown in Technology or Systems Support |
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Key Factors Leading to the Communications Gap |
• Overpromising or Exaggerating in external communications campaign (advertisements, press releases, etc.) • Marketing Communications not aligned with Operations, Advertising, Sales & HR functions • Inconsistent Internal Policies & Procedures • Failure to manage customer expectations • Failure to perform according to specifications |
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Prescribed Solutions to Close ServQual Gaps Knowledge Gap |
Knowledge Gap Educate Management about what Customers Expect |
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Prescribed Solutions to Close ServQual Gaps Policy Gap |
Policy Gap Establish the Right Service Personnel and Specify Standards |
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Prescribed Solutions to Close ServQual Gaps Delivery Gap |
Delivery Gap Ensure that Performance Meets Standards |
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Prescribed Solutions to Close ServQual Gaps Communications Gap |
Communications Gap Close the Internal Communications Gap by Ensuring that Communications Promises are Realistic and Correctly Understood by Customers |
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Prescribed Solutions to Close ServQual Gaps Perceptions Gap |
Perceptions Gap Tangibilize and Communicate the Service Quality Delivered |
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Prescribed Solutions to Close ServQual Gaps Service Quality Gap |
Service Quality Gap Close Gaps 1 to 5 to consistently meet Customers Expectations |
