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Quality
What is Gap????????
The customer gap is the difference
SERVQUAL
For
measuring
customer
satisfaction survey instrument was
developed
by
Parasuraman,
Ziethaml and Berry in 1988.
SERVQUAL
scale includes five
dimensions:
Reliability,
Responsiveness,
Assurance,
Empathy and Tangibles.
Five Dimensions of
SERVQUAL
Reliability:
Delivering
on
promise
Car Repairing: Problem fixed at
Five Dimensions of
SERVQUAL
Responsiveness: Being willing to
help
Car Repairing : Accessible; no waiting;
responds to requests
Air Lines : Prompt and speedy system of
ticketing, in-flight baggage handling
Employees of excellent banks will:
Tell customers exactly when the service will
be performed
Give prompt service to customers
Always be willing to help customers
Have the knowledge to answer customer
questions
Five Dimensions of
SERVQUAL
Assurance:
Inspiring
trust
and
confidence
Car
Air
Five Dimensions of
SERVQUAL
Empathy: Treating customers as
individuals
Car Repairing : Acknowledges customer
by name; remembers previous problems
and preferences
Airline: Understands special individual
needs; anticipate customer needs
Excellent Banks will:
Give individual attention to customers
Have convenient operating hours for all their
customers
Understand the specific needs of their customers.
Five Dimensions of
SERVQUAL
Tangibles: Representing the service
physically
Car Repairing :
with
Perceived Service
Expected Service
hygiene, temperature, service style, superior quality ingredie
Customer Gap
Perceived Service
(experience you get at the end of the day)
It
Word of Mouth
Communication
Personal Needs
Past Experince
Expected Service
Customer
gap
CUSTOMER
Gap3
Perceived Service
Service Delivery
COMPANY
Gap1
Customer Driven
Service Designs
and Standards
Gap2
Company perceptions
of Consumer
Expectations
Gap4
External
Communication to
Customers
gaps
occur
within
the
organization providing the service:
Gap1: Not knowing what customers
expect
Gap2: Not selecting the right service
designs and standards.
Gap3: Not delivering to service
designs and standards
Gap4: Not matching performance to
promises
GAP
1
Company Perceptions of
Customer Expectations
PROVIDER GAP 1:
Not knowing what customers expect
Inadequate Market Research
Bharat Petroleum
GAP
2
Management Perceptions of
Customer Expectations
GAP
3
Service Delivery
PROVIDER GAP 3:
Not delivering the Service Standards
Deficiency in HR Policies
Customer not
fulfilling roles
GAP
4
External Communications to
Customers
PROVIDER GAP 4:
Not matching performance to promises
Lack of integrated services marketing communications
Ineffective mgmt. of
customer expectations
Thank You
4/5/15