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    The Big Picture: Closing All The Gaps: Mcgraw-Hill © 2000 The Mcgraw-Hill Companies

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    The Big Picture: Closing All The Gaps: Mcgraw-Hill © 2000 The Mcgraw-Hill Companies

    Uploaded by

    sangita
    38 views8 pages

    Original Title

    Chap18

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    Copyright:

    © All Rights Reserved
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    Download as ppt, pdf, or txt
    38 views8 pages

    The Big Picture: Closing All The Gaps: Mcgraw-Hill © 2000 The Mcgraw-Hill Companies

    Uploaded by

    sangita

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 8

    1

    SM
    Part 6

    THE BIG PICTURE:


    CLOSING ALL THE GAPS

    McGraw-Hill © 2000 The McGraw-Hill Companies


    McGraw-Hill © 2000 The McGraw-Hill Companies
    2

    SM
    Chapter 18

    THE INTEGRATED GAPS


    MODEL OF SERVICE
    QUALITY

    McGraw-Hill © 2000 The McGraw-Hill Companies


    McGraw-Hill © 2000 The McGraw-Hill Companies
    Figure 18-1 3

    SM Gaps Model of Service Quality


    Expected
    Service
    CUSTOMER
    Customer
    Gap
    Perceived
    Service
    External
    COMPANY Service Delivery Communications
    GAP 4 to Customers
    GAP 1 GAP 3
    Customer-Driven Service
    Designs and Standards

    GAP 2
    Company Perceptions of
    Consumer Expectations

    McGraw-Hill © 2000 The McGraw-Hill Companies


    Figure 18-2 4
    Key Factors Leading to
    SM the Customer Gap
    Customer
    Expectations

    Customer
    Gap
     Provider Gap 1: Not knowing what customers expect

     Provider Gap 2: Not selecting the right service designs and standards

     Provider Gap 3: Not delivering to service standards

     Provider Gap 4: Not matching performance to promises

    Customer
    Perceptions
    McGraw-Hill © 2000 The McGraw-Hill Companies
    5
    Figure 18-3
    SM Key Factors Leading to Provider Gap 1
    Customer
    Expectations

    GAP  Inadequate Marketing Research Orientation


    Insufficient marketing research

    1 Research not focused on service quality


    Inadequate use of market research
     Lack of Upward Communication
    Lack of interaction between management and customers
    Insufficient communication between contact employees
    and managers
    Too many layers between contact personnel and top
    management
     Insufficient Relationship Focus
    Lack of market segmentation
    Focus on transactions rather than relationships
    Focus on new customers rather than relationship
    customers
     Inadequate Service Recovery

    Company Perceptions of
    McGraw-Hill
    Customer Expectations © 2000 The McGraw-Hill Companies
    Figure 18-4 6
    Key Factors Leading to Provider Gap 2
    SM
    Customer-Driven Service
    Designs and Standards

     Poor Service Design


    Unsystematic new service development process
    GAP Vague, undefined service designs
    Failure ot connect service design to service
    2 positioning
     Absence of Customer-Driven Standards
    Lack of customer-driven service standards
    Absence of process management to focus on
    customer requirements
    Absence of formal process for setting service
    quality goals
     Inappropriate Physical Evidence and Servicescape

    Management Perceptions
    of Customer
    McGraw-Hill Expectations © 2000 The McGraw-Hill Companies
    7
    Figure 18-5

    SM Key Factors Leading to Provider GAP 3


    Customer-Driven
    Customer-DrivenService
    Service
    Designs
    Designsand
    andStandards
    Standards

    Deficiencies in Human Resource Policies


    GAP

    Ineffective recruitment
    Role ambiguity and role conflict
    3 Poor employee-technology job fit
    Inappropriate evaluation and compensation systems
    Lack of empowerment, perceived control and teamwork
     Failure to Match Supply and Demand
    Failure to smooth peaks and valleys of demand
    Inappropriate customer mix
    Over-reliance on price to smooth demand
     Customers Not Fulfilling Roles
    Customers lack knowledge of their roles and responsibilities
    Customers negatively impact each other
     Problems with Service Intermediaries
    Channel conflict over objectives and performance
    Channel conflict over costs and rewards
    Difficulty controlling quality and consistency
    Tension between empowerment and control

    McGraw-Hill
    Service
    Service Delivery
    Delivery © 2000 The McGraw-Hill Companies
    8
    Figure 18-6

    SM Key Factors Leading to Provider GAP 4


    Service
    ServiceDelivery
    Delivery
     Lack of Integrated Services Marketing Communications
    Tendency to view each external communication as
    independent
    GAP Not including interactive marketing in communications plan
    Absence of strong internal marketing program

    4  Ineffective Management of Customer Expectations


    Not managing customer expectations through all forms of
    communication
    Not adequately educating customers
     Overpromising
    Overpromising in advertising
    Overpromising in personal selling
    Overpromising through physical evidence cues
     Inadequate Horizontal Communications
    Insufficient communication between sales and operations
    Insufficient communication between advertising and operations
    Differences in policies and procedures across branches or units

    External
    ExternalCommunications
    Communicationsto
    to
    McGraw-Hill Customers © 2000 The McGraw-Hill Companies

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