The document discusses service quality gaps and how to close them. It identifies four types of gaps: between customer expectations and management perceptions, service design and delivery, delivery and communications, and expectations and performance. For each gap, it provides reasons for the gap and strategies for closing the gap, such as improving marketing research, service standards, employee training, and managing customer expectations.

1. Aamna Shakeel Abbasi

3. GAP 1

4. Reasons Inadequate marketing research orientation
for Lack of upward communication
provider
Insufficient relationship focus
gap
I Inadequate service recovery

5. GAP 2

6. Poor service design
Reasons
Absence of customer-defined service
for standards
provider
Inappropriate physical evidence and
gap services cape
2

7. GAP 3

8. Reasons
Poor human resource policies
for
Failure to match supply and demand
provider
Customer not fulfilling their roles
gap Problems with service intermediaries
3

9. GAP 3

10. Lack of integration of marketing
Reasons communications
for Inadequate management of customer
provider expectations
gap Overpromising
4 Inadequate horizontal communications

11. Closing the gaps
Gap 1: Learn what customers expect
Gap 2: Establish the right service quality
standards
Gap 3: Ensure that service performance meets
standards
Gap 4: Ensure that delivery matches promises

12. listen to
Use research, complaint analysis, customers
customer panels
Increase direct interactions between
managers and customers
Improve upward communications
Act on information and insights

13. Top management commitment to providing
service quality
Set, communicate, and reinforce customer-
oriented service standards
Establish challenging and realistic service quality
goals
Train managers to be service quality leaders
Be receptive to new ways to deliver service quality
Standardise repetitive tasks

14. Prioritise tasks Service Quality Awards
Service Quality Awards
Gain employee acceptance of
goals and priorities
Measure performance of service
standards and provide regular
feedback
Reward managers and employees
for achievement of quality goals

15. Can I
Attract the best employees take your
order?
Select the right employees
Develop and support employees
train employees
provide appropriate technology &
equipment
encourage and build teamwork
empower employees
internal marketing

16. You are a
Retain good employees
Star Service
measure and reward service
Provider
quality achievements
develop equitable and simple
reward systems

17. Seek input from operations personnel on what
can be done
‘Reality’ advertising
real employees, real customers, real situations
Seek input from employees on advertising
Gain communications between sales, operations
and customers
Internal marketing programs

18. Ensure consistent standards in multi-
site operations
In advertising, focus on service
characteristics that are important to
customers
Manage customer’s expectations Why do we
always have
What are realistic expectations? to wait?
Explain industry realities
Tiered service options
Offer different levels of
service - user pays

19. ServQual - five dimensions of service quality
reliability, responsiveness, assurance, empathy and
tangibles
Gaps model of service quality
Identify the gaps
Reasons for the gaps
Closing the gaps
Measuring customer satisfaction & service quality