marketing of financial services
Gap Analysis is a conceptual model of services quality which was put forward in 1985 by Parasuraman. They defined service quality as the distance or gap between customer’s expectations from their services and their understandings from the qualities received. Gap analysis model is the cooperation between the organizations activities and the link between these activities and the satisfactory level of the quality offered from the stand point of the customers.
In today's variable and dynamic environment many organizations ought to perform and utilize competitive advantages and application, efficacy and profitability methods in order to separate themselves with increasing growth of competition. Therefore it is without reason that measuring services quality is the main subject of various conceptual and practical studies in services marketing. The fundamental point is that the place or role and performance of the customer should be correctly defined in the culture of any bank, paying attention to servicing the customer as a value, so that the banks can be place itself in the correct circuit. That is paying attention to the subject of presenting services quality to customers for the continuation of organizations durability, especially in banking sector, is considered as a registered principle. Service quality can be defined as the agreement between the service and the customer’s needs.To further this analysis, CABS Bank has been used as a case and different gaps has been identified in its service quality process delivery. The following five types of gaps have been identified in its service delivery:
The first gap identified is the Customer Gap, the gap between customer expectations and customer perceptions. This is the difference between customer expectations and customer perceptions. Customer expectation is what the customer expects according to available resources and is influenced by cultural background, family lifestyle, personality, demographics, advertising,
In today's variable and dynamic environment many organizations ought to perform and utilize competitive advantages and application, efficacy and profitability methods in order to separate themselves with increasing growth of competition. Therefore it is without reason that measuring services quality is the main subject of various conceptual and practical studies in services marketing. The fundamental point is that the place or role and performance of the customer should be correctly defined in the culture of any bank, paying attention to servicing the customer as a value, so that the banks can be place itself in the correct circuit. That is paying attention to the subject of presenting services quality to customers for the continuation of organizations durability, especially in banking sector, is considered as a registered principle. Service quality can be defined as the agreement between the service and the customer’s needs.To further this analysis, CABS Bank has been used as a case and different gaps has been identified in its service quality process delivery. The following five types of gaps have been identified in its service delivery:
The first gap identified is the Customer Gap, the gap between customer expectations and customer perceptions. This is the difference between customer expectations and customer perceptions. Customer expectation is what the customer expects according to available resources and is influenced by cultural background, family lifestyle, personality, demographics, advertising,