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BYFERRIN AHMED

G.MANIKANDAN1

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A model of service quality. Evaluation by customers:

service received v service expected Service quality = P-E

P consumers perceived level of service received

E consumers expectations prior to service

encounter

2

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Difference between what Customers expect andwhat management perceive customers expect.

Negative and Positive may occur. Dangers of positive outcome. Cause of Gap 1:

Failure of management to identify customer

expectations correctly.

3

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Communicate with customers about whatthey expect.

Conduct customer research to learn whatcustomers expect.

Encourage upward communication within theservice organization.

Decrease the number of layers ofmanagement.

4

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Difference between managements perception ofconsumer expectation of a service and servicequality specifications.

Causes of Gap 2:

Resource constraints

Market conditions

Management indifference

5

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Difference between the service quality specificationand the delivery of those specifications to thecustomers.

Reasons: Lack of empowerment of the employees

Lack of training to the franchisees staff

Insufficient customer education to receive theservice.

7

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Enhance team work among employees

Ensure there is a good employee

Ensure there is a good technology

Employee control

Develop a supervisory control system

Reduce employee role conflict

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Difference between the service delivered to customers andthe external communication made about the service.

Reasons :

Uncontrolled communication to customers

Overpromising through advertisement or personalselling

Lack of internal communications

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Increase horizontal communication between the marketingdepartment and service personnel.

Avoid the propensity to overpromise to obtain a sale.

Be sure what is promised can be provided.

Inform service personnel of promise made by sales peopleand marketing communication.

10

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Perceived

Service

Expected ServiceCUSTOMER

COMPANY

CustomerGap

GAP 1

GAP 2

GAP 3

ExternalCommunications to

CustomersGAP 4

ServiceDelivery

Customer-DrivenService Designs andStandards

Company Perceptionsof Consumer

Expectations

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