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McGraw-Hill/Irwin

Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter

Conceptual Framework of the Book: The Gaps Model of Service Quality

2

2-2

Variations of the Gaps Model Five Service Quality Gaps

Variations of the Gaps Model
Six Service Quality Gaps

Variations of the Gaps Model
13 Service Quality Gaps (Gaps Model gone wild)

Chapter

Conceptual Framework of the Book: The Gaps Model of Service Quality  The Customer Gap
 (Sometimes referred to as Gap 5)

2

 The Provider Gaps:
 Gap 1 – The Listening Gap
 not knowing what customers expect

 Gap 2 – The Service Design and Standards Gap
 not having the right service designs and standards

 Gap 3 – The Service Performance Gap
 not delivering to service standards

 Gap 4 – The Communication Gap
 not matching performance to promises

 Putting It All Together: Closing the Gaps

2-6

Chapter

Conceptual Framework of the Book: The Gaps Model of Service Quality

2

• The Customer Gap
Chapter 3 – Customer Expectations of Service Chapter 4 – Customer Perceptions of Service

2-7

Chapter

Conceptual Framework of the Book: The Gaps Model of Service Quality

2

• Gap 1 – Not Knowing What Customers Expect (The Knowledge Gap) Chapter 5 – Listening to Customers through Research Chapter 6 – Building Customer Relationships Chapter 7 – Service Recovery

2-8

Chapter

Conceptual Framework of the Book: The Gaps Model of Service Quality

2

• Gap 2 – Not Having the Right Service Quality Designs and Standards (The Service Design and Standards Gap) Chapter 8 – Service Innovation and Design Chapter 9– Customer-Defined Service Standards Chapter 10 – Physical Evidence and the Servicescape 2-9

Chapter

Conceptual Framework of the Book: The Gaps Model of Service Quality

2

Gap 3 – Not Delivering to Service Standards (The Service Performance Gap) Chapter 11 – Employees’ Roles in Service Delivery Chapter 12 – Customers’ Roles in Service Delivery Chapter 13 – Managing Demand and Capacity

2-10

Chapter

Conceptual Framework of the Book: The Gaps Model of Service Quality

2

Gap 4 – Not Matching Performance to Promises (The Communication Gap) Chapter 14 – Integrated Service marketing Communications Chapter 15 – Pricing of Services

2-11

Objectives for Chapter 2: The Gaps Model of Service Quality  Introduce the framework, called the gaps model of service quality, used to organize this textbook.  Demonstrate that the gaps model is a useful framework for understanding service quality in an organization.  Demonstrate that the most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions.

 Show that four gaps that occur in companies, which we call provider gaps, are responsible for the customer gap.  Identify the factors responsible for each of the four provider gaps. 2-12

Gaps Model of Service Quality

2-13

The Customer Gap

Think about a service you receive. Is there a gap between your expectations and perceptions of that service? What do you expect that you do not receive? 2-14

Key Factors Leading to the Customer Gap
Customer Gap Customer Expectations

 Provider Gap 1: Not knowing what customers expect  Provider Gap 2: Not selecting the right service designs and standards  Provider Gap 3: Not delivering to service standards  Provider Gap 4: Not matching performance to promises

Customer Perceptions
2-15

Gaps Model of Service Quality
 Customer Gap:
 difference between customer expectations and perceptions

 Provider Gap 1 (Listening Gap):
 not knowing what customers expect

 Provider Gap 2 (Service Design & Standards Gap):
 not having the right service designs and standards

 Provider Gap 3 (Service Performance Gap):
 not delivering to service standards

 Provider Gap 4 (Communication Gap):
 not matching performance to promises
2-16...
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