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Improving Service Quality and Productivity. Chapter 14. Improving Service Quality . The GAP Model is: A Conceptual Tool to Identify and Correct Service Quality Problems. The Gaps Model of Service Quality.

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Presentation Transcript
improving service quality
Improving Service Quality
  • The GAP Model is: A Conceptual Tool to Identify and Correct Service Quality Problems
the gaps model of service quality
The Gaps Model of Service Quality
  • The gaps model is a useful framework for understanding service quality in an organization.
  • It demonstrate that the most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions.
  • The model shows four gaps that occur in companies, which we call provider gaps, are responsible for the customer gap.
  • It identifies the factors responsible for each of the four provider gaps.
key factors leading to gap 1

Inadequate marketing research orientation

Lack of upward communication

Insufficient relationship focus

Inadequate service recovery

Key Factors Leading to Gap 1
key factors leading to gap 2

Poor service design

Absence of customer-driven standards

Inappropriate physical evidence and servicescape

Key Factors Leading to Gap 2
key factors leading to gap 3

Deficiencies in human resource policies

  • Customers who do not fulfill roles
  • Problems with service intermediaries
  • Failure to match supply and demand
Key Factors Leading to Gap 3
key factors leading to gap 4

Lack of integrated services marketing communications

  • Over promising
  • Ineffective management of customer expectations
  • Inadequate horizontal communications
Key Factors Leading to Gap 4
customer feedback collection tools
Customer Feedback Collection Tools
  • Total market surveys
  • Annual surveys
  • Transactional surveys
  • Service feedback cards
  • Mystery shopping
  • Unsolicited customer feedback
  • Focus group discussions
  • Service reviews
analysis reporting and dissemination of customer feedback
Analysis, Reporting and Dissemination of Customer Feedback
  • Choosing the relevant feedback tools and collecting customer feedback is meaningless if the information is not passed back to the relevant parties to take action
  • Reporting system needs to deliver feedback to frontline staff, process owners, branch/department managers and top management
  • Three types of performance reports:
        • Monthly Service Performance Update
        • Quarterly Service Performance Review
        • Annual Service Performance Report
customer driven ways to improve service productivity
Customer-driven ways to Improve Service Productivity
  • Change timing of customer demand
        • By shifting demand away from peaks, managers can make better use of firm’s productive assets and provide better service
  • Encourage use of lower cost channels
        • Get customers to self-serve
        • Encourage customers to obtain information and buy from firm’s corporate Websites
  • Ask customers to use third parties
        • Delegate delivery of supplementary service elements to intermediary organizations
productivity improvements and quality
Productivity Improvements and Quality
  • Front-stage productivity enhancements are especially visible in high contact services
        • Some improvements only require passive acceptance, while others require customers to change behavior
        • Must consider impacts on customers and address customer resistance to changes
  • Backstage changes may impact customers
        • Keep track of proposed backstage changes, and prepare customers for them
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