The GAP MODEL in SERVICES MARKETING
The gap between the customer expected service and company perception of customer expectation.
|Inadequate market research. |Design, conduct and implement appropriate market research. | |Poor communication between customers and management and between|Design and implement an upward communications programme. | |front line employees and managers. | | |Lack of, or poor marker segmentation. |Build customer relationships through market segmentation | | |techniques and customer retention strategies | |Focus on transactions rather than relationships. | | | | | |Focus on new customers rather than existing customers. | |
The gap between company perception of customer expectations and development of customer driven service designs and standards.
|Lack of standardization of Service behavior &|Reengineering | |actions. | | | | | |Lack of formal process for setting service |Establish the Service Encounter sequence | |quality goals. | | | | | |Lack of customer defined standards. |Identify existing or desired service encounter sequence. | | | | | |Translate customer expectations into behaviors and actions. | | | | | |Select behavior and actions for standards | | | | | |Select appropriate ‘Hard’ and ‘Soft’ standards | | | | | |Enable feedback mechanisms for measurement to standards | | | | | |Establish measures and target levels | | | | | |Track measures vs. standards | | | | | |Give performance to employees...
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