Services

McGraw-Hill/Irwin procure 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter conceptual manikin of the Book The chaps illustration of attend musical none 2 2-2 Variations of the good lucks poser Five receipts caliber dislocations Variations of the spreadheads instance Six good timbre ranchs Variations of the s all(prenominal)ys moulding 13 servicing note opening nights ( whirls Model gone wild) Chapter conceptual casting of the Book The Gaps Model of supporter tone of voice ? The client Gap ? (Sometimes referred to as Gap 5) 2 ? The supplier Gaps ? Gap 1 The Listening Gap ? not knowing what guests forebode Gap 2 The dish out propose and Standards Gap ? not having the right gain programmes and standards ? Gap 3 The help deed Gap ? not delivering to assistance of process standards ? Gap 4 The conference Gap ? not twin(a) transaction to promises ? Putting It All Together shut the Gaps 2-6 Chapter Conceptual mannequin of th e Book The Gaps Model of avail musical note 2 The guest Gap Chapter 3 customer Expectations of serve well Chapter 4 guest Perceptions of redevelopment 2-7 Chapter Conceptual Framework of the Book The Gaps Model of serve well Quality 2 Gap 1 not Knowing What Customers Expect (The friendship Gap) Chapter 5 Listening to Customers through question Chapter 6 Building Customer Relationships Chapter 7 help Recovery 2-8 Chapter Conceptual Framework of the Book The Gaps Model of aid Quality 2 Gap 2 not Having the Right dish up Quality be afters and Standards (The military benefit Design and Standards Gap) Chapter 8 go creative activity and Design Chapter 9 Customer-Defined Service Standards Chapter 10 Physical Evidence and the Servicescape 2-9 Chapter Conceptual Framework of the Book The Gaps Model of Service Quality 2Gap 3 Not Delivering to Service Standards (The Service Performance Gap) Chapter 11 Employees Roles in Service Delivery Chapter 12 Customers Rol es in Service Delivery Chapter 13 Managing Demand and expertness 2-10 Chapter Conceptual Framework of the Book The Gaps Model of Service Quality 2 Gap 4 Not Matching Performance to Promises (The chat Gap) Chapter 14 Integrated Service marketing Communications Chapter 15 set of Services 2-11 Objectives for Chapter 2 The Gaps Model of Service Quality ? Introduce the framework, called the setoff steps model of go gauge, used to organize this textbook. border that the happy chances model is a useful framework for judgement service quality in an establishment. ? Demonstrate that the virtually critical service quality gap to close is the customer gap, the unlikeness between customer seeations and perceptions. ? Show that quadruple gaps that occur in companies, which we call supplier gaps, are responsible for the customer gap. ? chance on the factors responsible for each of the four supplier gaps. 2-12 Gaps Model of Service Quality 2-13 The Customer Gap conjecture r ound a service you detect. Is there a gap between your expectations and perceptions of that service?What do you expect that you do not receive? 2-14 severalize Factors Leading to the Customer Gap Customer Gap Customer Expectations ? supplier Gap 1 Not knowing what customers expect ? supplier Gap 2 Not selecting the right service designs and standards ? supplier Gap 3 Not delivering to service standards ? supplier Gap 4 Not matching performance to promises Customer Perceptions 2-15 Gaps Model of Service Quality ? Customer Gap ? inconsistency between customer expectations and perceptions ? Provider Gap 1 (Listening Gap) ? not knowing what customers expect ? Provider Gap 2 (Service Design & Standards Gap) not having the right service designs and standards ? Provider Gap 3 (Service Performance Gap) ? not delivering to service standards ? Provider Gap 4 (Communication Gap) ? not matching performance to promises 2-16 Provider Gap 1 node Customer expectations Perceived Service COMP ANY Gap 1 The Listening Gap ac partnership perceptions of customer expectations 2-17 blusher Factors Leading to Provider Gap 1 2-18 Provider Gap 2 CUSTOMER COMPANY Customer-driven service designs and standards Gap 2 The Service Design and Standards Gap Company perceptions of customer expectations 2-19 notice Factors Leading to Provider Gap 2 2-20 Provider Gap 3 CUSTOMERCOMPANY Service speech Customer-driven service designs and standards Gap 3 The Service Performance Gap 2-21 Key Factors Leading to Provider Gap 3 2-22 Provider Gap 4 CUSTOMER COMPANY Gap 4 The Communication Gap External Service delivery chats to customers 2-23 Key Factors Leading to Provider Gap 4 2-24 Gaps Model of Service Quality 2-25 Gaps Model of Service Quality Think about a service that you receive regularly and put yourself in the indirect request mode. How would you change the service and the style it is provided? 2-26 Gaps Model of Service Quality Think about a service that you receive regularly and put yourself in the wish mode.How would you change the service and the path it is provided? I wish my oil change service could be done at my root, or where I work, so that I would not take hold to drive to a specific location and wait in line. I wish my dry cleaning service would pick up clothes from my home and deliver them to my home. I wish my swear would allow me to make sumal owe payments (or, student loan payments) online rather than having to physically go into the bank and execute a teller-assisted transaction. I wish my gas shoes would check under the hood of my railcar like they used to do galore(postnominal) years ago. -27 Gaps Model of Service Quality If you were the manager of a service organization and wanted to harbor the gaps model to advance service, which gap would you pop with? why? In what order would you incite to close the gaps? 2-28 Gaps Model of Service Quality If you were the manager of a service organization and wanted to apply the gaps mo del to improve service, which gap would you start with? Why? In what order would you proceed to close the gaps? The most efficient way to use the gaps model is to begin with provider gap 1, determining what customer expectations are.This allows the order to concentrate on the factors that will have the greatest impact on ameliorate service quality. Following the gap 1 with gap 2, then gap 3 is the best progression. Gap 2 ideally would result in service design and service standards that are based on gap 1s findings about customer expectations. Then gap 3, the most complicated gap to close, would be aware by what is found in the first dickens gaps. 2-29 Gaps Model of Service Quality Can provider gap 4, the communication gap, be closed former to blockage any of the other ternion provider gaps? How? 2-30 Gaps Model of Service QualityCan provider gap 4, the communication gap, be closed prior to law of closure any of the other lead provider gaps? How? Gap 4, which deals with low ering customer expectations, nominate be closed at any time. While the first three gaps are concerned with raising smart set performance to meet expectations, gap 4 aims to lower customer expectations to meet perceptions. The two approaches to closing the customer gap make on different principles and therefore can occur independently. Incidentally, closing gap 4 can be more economic than closing the other gaps. 2-31 Gaps Model of Service Quality Which of the four provider gaps do you believe is hardest to close? Why? 2-32 Gaps Model of Service Quality Which of the four provider gaps do you believe is hardest to close? Why? Gap 3 is the hardest to close because it requires coordination of all of the human resources issues in a companytraining, incentives, communication, hiring, teamwork, and empowerment. Changing any one of these is intemperate but changing them all, and getting them matching with each other, is extremely challenging. In addition to the employee factors that m ust be considered in closing gap 3, the customer must be managed. -33 DETERMINANTS OF PERCEIVED SERVICE QUALITY ship canal to Use Gap Analysis ? boilers suit Strategic Assessment ? How are we doing overall in meeting or stupendous customer expectations? ? How are we doing overall in closing the four company gaps? ? Which gaps acquaint our strengths and where are our weaknesses? 2-35 Ways to Use Gap Analysis ? Specific Service carrying into action ? Who is the customer? What is the service? ? Are we consistently meeting/exceeding customer expectations with this service? ? If not, where are the gaps and what changes are needed? (Examine gaps 1-4 for this particular service. ) 2-36