Gaps&Service Quality
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Transcript of Gaps&Service Quality
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Service QualityBy Nitika Sharma
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Consumer Gap
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Listening Gap
Lack of Upward Communication
Insufficient relations focus
Inadequate service recovery
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The Service Design & StandardGap
Poor service design
Absence of customer driven
standards Inappropriate physical evidence
and servicescaping
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Service Performance Gap
Deficiencies in HR Policies
Failure to match supply and
demand Problem with service
intermediaries
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Communication Gap
Lack of Integrated servicemarketing communication
Ineffective management ofcustomer expectation
Overpromising Inappropriate pricing
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Gaps Model of ServiceQuality
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Service Quality
Service quality as perceived bycustomers, can be defined as
'the extent of discrepancybetween customers' expectationsor desires and their perceptions
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Service quality is a bigchallenge to organizations
Service quality is more difficult for theconsumer to evaluate than goods
quality. Service quality evaluations are not madesolely on the basis of the outcomeofservice, they also involve evaluation of
the process of service delivery. Service quality perceptions result froma comparison of consumer expectationswith actual service performance.
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SERVQUAL
To identify and check theservice quality with respect to
the customers perception andcustomersexpectation
Servqual instrument with 22items.
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SERVQUAL
Perceived Service Quality =
Perceived Service Expected
Service
Parasuraman, Zeithaml and Beiry(PZB)
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Five dimensions of SERVQUAL
Tangibles, which pertain to the physical facilities,equipment, personnel and communicationmaterials.
Reliability, which refers to the ability to perform
the promised services dependably and accurately. Responsiveness, which refers to the willingness of
service providers to help customers and provideprompt service.
Assurance, which relates to the knowledge andcourtesy of employees and their ability to conveytrust and confidence.
Empathy, which refers to the provision of caringand individualized attention to customers.
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The SERVQUAL scale can be used
To determine a company's service quality alongeach of the five service quality dimensions.
To find out relative importance of servicequality dimensions as considered by the
customer, To compute overall weighted SERVQUAL score,which takes into account the relative
importance of each dimension as well. To track customers' expectations andperceptionsover time
To compare a company's SERVQUAL scoreagainst those of competitors.
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Thank You
Well Done Is BetterThan Well Said