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19 Cards in this Set
- Front
- Back
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What are the 5 GAPS in Service Delivery called? |
Gap 1 - Knowledge gap Gap 2 - Standards gap Gap 3 - Delivery gap Gap 4 - Communication gap Gap 5 - Perception/satisfaction/customer gap |
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What are the reasons for Gap 1? |
Reasons for knowledge gap 1: -lack of marketing orientation/research -excessive bureaucracy/too many mgmt levels |
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What are the reasons for Gap 2? |
Reasons for the standards gap 2: -Absence of goal setting and process management -Poor service design due to lack of commitment to service quality |
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What are the reason for Gap 3? |
Reasons for the delivery gap 3: -lack of teamwork, perhaps due to role conflict/ambiguity, people not sure what their remit actually is -poor employee or technology fit, wrong person or system for the job -lack of supervisory control or performance monitoring or quality assurance |
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What are the reasons for Gap 4? |
Reasons for communications gap 4: -A propensity to overpromise to consumers in hopes of more sales (poor management of customer expectations) -Poor integration of marketing communications (realistic set of expectations conveyed in marketing techniques) |
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What are the reasons for Gap 5? |
Reasons for perception/expectations/customer gap 5: -The reasons for this gap are due to the other 4 GAPS in gap analysis -Most critical gap which needs to be narrowed or closed as much as possible |
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How can we close Gap 1? |
We can close the knowledge gap by: -customer/market research -increase interactions between management and people closer to the downstream activities (includes shop floor/service staff and customers) [good example: TBS store days for all head office staff] |
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How can we close Gap 2? |
We can close the policy/standards gap by: -set and communicate quality standards or goals, and reinforce them with monitoring and reward systems -ensure a good proportion of staff/management pay is linked to service quality metrics/goals |
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How can we close Gap 3? |
We can close the delivery gap by: -enhance training for staff (e.g. training days, workshops) -select the correct employees and take steps to retain high performers -provide correct and latest technology, tools and equipment |
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How do we close Gap 4? |
We can close the communications gap by: -ensure advertising campaigns are signed off by multiple departments, so that everyone has ownership of the advertising statements -manage customer expectations by being honest about the service you want to deliver -get employee/shop floor/service staff input into advertising campaigns -customer feedback surveys to see if the promotion meets expectations |
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How do we close Gap 5? |
We can close the customer/expectations/perception Gap by: CLOSING GAPS 1 TO 4. If this is achieved then customer expectations and customer perceptions should be aligned. |
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What are the 5 key dimensions of service quality (SERVQUAL)? |
-Reliability -Assurance -Tangibility -Empathy -Responsiveness RATER |
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Define the SERVQUAL concept of Reliability |
-completing the service on time -being consistent and dependable, problems quickly fixed -being accurate |
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Define the SERVQUAL concept of Assurance |
-ensuring employees are competent and trustworthy -respectful and polite to customers -communicate effectively/politely with customers -employees are well supported to perform their job |
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Define the SERVQUAL concept of Tangibles |
-aesthetics of the service -is the service visually appealing and up to the standards of what the customers expect -smartly dressed employees, visually pleasing facilities and equipment |
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Define the SERVQUAL concept of Empathy |
-does the employee/customer service representative understand the customers thought/feelings -mutual agreement between customers' feelings and employees attentiveness: employees actively demonstrate that they have customers best interests at heart -individualized attention from both firm and employees |
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Define the SERVQUAL concept of Responsiveness |
-company's ability to react to customer needs promptly -employees willing to help and respond to requests -prompt service and constant information feedback between employee and customer at each level of the service delivery process (e.g. "the wait will be approximately 3 minutes, sir") |
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Which aspects of SERVQUAL do Emirates Airlines use to promote the best customer experience? |
All of them. RATER |
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Who created the SERVQUAL/Gap Analysis model? |
(Parasuraman et al., 1985) |
