gap models service management

8/9/2019 Gap Models Service Management

1/31

Faculty -: Jasmeet Singh, Thakur Institute of Management Studies & Research, Mumbai

The Gaps

The Key ServiceDimensions

Causes & Solutions toGaps


2/31


The Five Key Service Dimensions

TANGIBLES - the appearance ofphysical facilities, equipment,personnel and information material

RELIABILITY - the ability to performthe service accurately and dependably

RESPONSIVENESS - the willingness to

help customers and provide a promptservice


3/31



ASSURANCE - a combination of the following

Competence - having the requisite skillsand knowledge

Courtesy - politeness, respect,consideration and friendliness of contactstaff

Credibility - trustworthiness, believability

and honesty of staff Security - freedom from danger, risk or

doubt


4/31



EMPATHY - a combination of thefollowing: Access (physical and social) -

approachability and ease of contact

Communication - keeping customersinformed in a language they understandand really listening to them

Understanding the customer - making theeffort to get to know customers and theirspecific needs


5/31


The Make-up of Servqual

GAPS

P-ES

CORESQUESTIONNAIRES

DIMENSIONS

WEIGH

TING

S


6/31


Conceptual Model of ServiceQuality

Word-of-mouth

CommunicationsPersonal Needs Past experience

Expected Service

Perceived Service

Service

Delivery

External

Communications

To Customers

Service Quality

Specs

Management

Perceptions of

Customer Expectations

CUSTOMER

PROVIDER

Gap 1

Gap 2

Gap 3

Gap 4

Gap 5


7/31


Servqual Gaps 1

Gap 1: The difference between

management perceptions of whatcustomers expect and what customersreally do expect


8/31


Reasons Gap 1

GAP 1 - not knowing what customersexpect lack of a marketing orientation

inadequate upward communication (fromcontact staff to management)

too many levels of management

Insufficient relationship focus Lack of market segmentation

Focus on transactions rather than relationship

Focus on new customers rather than relationshipcustomers


9/31


Gap 2: The difference betweenmanagement perceptions and servicequality specifications - the standardsgap

Servqual Gap - 2


10/31


Reasons for the Gap - 2

GAP 2 - the wrong service quality standards inadequate commitment to service quality lack of perception of feasibility - it cannot be done inadequate task standardisation the absence of goal setting

Poor service design Unsystematic new service development process Vague, undefined service designs Failure to connect service design to service positioning

Absence of customer defined standards Lack of customer defined service standards

Absence of process management to focus on customer requirements Absence of formal process for setting service quality goals Inappropriate physical evidence and services cape


11/31


Gap 3: The difference between

service quality specifications andactual service delivery - arestandards consistently met?

Servqual Gap - 3


12/31


Reasons for Gap - 3

GAP 3 - the service performance gap

role ambiguity and role conflict - unsure ofwhat your remit is and how it fits with others

poor employee or technology fit - the wrongperson or system for the job

inappropriate supervisory control or lack ofperceived control - too much or too little

control lack of teamwork


13/31


Gap 4: The difference between servicedelivery and what is communicatedexternally - are promises madeconsistently fulfilled?

Servqual Gap - 4


14/31


Reasons for Gap - 4

GAP 4 - when promises made do not match actualdelivery inadequate horizontal communication - between

departments or services Insufficient communication between sales and operations

Insufficient communication between advertising andoperations

Differences in policies and procedure across branches orunits

a propensity to over promise

Over promising in advertising Over promising in personal selling

Over promising though physical evidence cues


15/31


Gap 5: The difference between whatcustomers expect of a service and whatthey actually receive

expectations are made up of past experience, word-of-mouth and needs/wants of customers

measurement is on the basis of two sets ofstatements in groups according to the five keyservice dimensions

An Example of Logistic Industry

Servqual Gap - 5


16/31


Servqual Data - How Useful is it?

We can assess service quality fromthe customers perspective

We can track customer expectationsand perceptions over time and thediscrepancies between them

We can compare a set of Servqual

scores against those of competitorsor best practice examples


17/31


Servqual Data - How Useful is it?

We can compare the expectations andperceptions of different customergroups - this is particularly useful inthe public sector

We can assess the expectations andperceptions of internal customers - eg

other departments or services wedeal with


18/31


Servqual Data - What can we dowith it?

We can use data on customer priorities tofeed into the House of Quality (QFD)

Customer priorities and their ranked order

of importance can become the WHATS These WHATS can then be compared with

the HOWS (key business processes) andrelationships matched to check service

design and provision according to keyrequirements


19/31


Any Questions??

Kindly Highlight GAPS if any inour Services module??


20/31


INDIAN LOGISTICS INDUSTRY : ANOVERVIEW

Fastest growing industry.

Dominated by unorganized market.

Logistics cost is over 13% of GDP.

Expected market size by 2010-$125

billion.


21/31



22/31


GATI Ahead In Reach

Among the top 5 players in thecountry.

Best domestic logistics companyaward.

Network reaches up to 580districts out of 590 districts.

International operations.

CUSTOMER


23/31


Customer needs &

expectations

Management definition

Of these needs

Translation into design/

Delivery specs

Execution of design/delivery

specs

Advertising & sales

promises

Customer perceptions of

product execution

Customer interpretation of

communication

Customer experience

relative to expectations

CUSTOMER

Knowledge Gap (1)

Standard Gap (2)

Delivery Gap (3)

Internal

Communication Gap

(4)

Perception Gap (5) Interpretation Gap (6)

Service Gap (7)

(4)

SER

VICE

GAP

MODE

L


24/31


Key Factors Leading to Knowledge Gap

KNOWLEDGE

GAP

Customer needs & Expectations

Management definition of these needs

Improper field level Information.

Business Intelligence not available for decision

making at all levels.

Least attention paid to small customers.

GATIS SOLUTION:

Customers information is collected through feedback forms.

Appointment of executives to cater all types of customers.


25/31


Key Factors Leading to Standard Gap

STANDARD

GAP

Translation into Design

No proper service design for customers.

Fluctuation in fuel prices.

No Insurance for goods.

Improper allocation of funds.

GATIS SOLUTION:

Sharing the burden of increasing fuel prices.

Insurance for goods.

Management definition of these needs


26/31


Key Factors Leading to Delivery Gap

DELIVERY

GAP

Execution of Design

Poor employee-technology job fit.

Delay in delivering the service.

Over pricing to match demand.

GATIS SOLUTION:

Employees are properly trained.

Promptness in delivery.

Translation into Design


27/31


Key Factors Leading to Communication Gap

COMMUNICATION

GAP

Execution of Design

Improper horizontal communication.

Customer enquiry constraints.

Absence of strong internal marketing.

Lack of adequate education for customer.

GATIS SOLUTION:

Toll Free Number available to provide information to the customers.

Gati.net.

Advertising And Sales Promises


28/31


Key Factors Leading to Perception Gap

PERCEPTION

GAP

Execution of Design

Indifferent attitude towards customers.

Improper design leading to negative perception.

Improper information transparency to their supply

chain partners to maintain competitiveness.

GATIS SOLUTION:

Should have a positive attitude towards the customer.

Proper market research to change design accordingly.

Customer Perceptions of product execution


29/31


Key Factors Leading to Interpretation Gap

INTERPRETATION

GAP

Advertising And Sales Promises

Overpromise, under delivery.

Main customers - Corporate customers. Hence

interpretation of a local customer varies differently.

GATIS SOLUTION:

Should focus on B to C advertising apart from B to B advertising.

Provide services as promised .

Customer interpretation of communication


30/31


Key Factors Leading to Service Gap

SERVICE

GAP

Customer perceptions

Of product execution

Value added services.

Ware housing facility.

Reverse logistics.

GATIS SOLUTION:

Started giving value added services in some areas.

Customer Interpretation

of communications

Customer experience

Relative to expectations


31/31


SERVICE RECOVERY

Poor service recovery in the logistics industry.

Effects customer loyalty.

It should be Pro-active, Planned, Trained & Empowered

GATI : SERVICE RECOVERYPARADOX

Undertaking Service Recovery Seriously.

gap models service management

Documents