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