“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner.
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“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
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Transcript of “Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner.
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
The Difference between Customer Perceptions & Expectations
Customer Expectations
PerceivedService
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
Customer GAP
Not Knowing What Customers ExpectExpectedService
Company Perceptions of
Customer Expectations
CUSTOMER
COMPANY
GAP 1
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
Not Selecting the Right Service Designs & Standards
Customer-DrivenService Designs &
Standards
CUSTOMER
COMPANY
Company Perceptions of
Consumer Expectations
GAP 2
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
Not Delivering to Service Standards
GAP 3
Service Delivery
CUSTOMER
COMPANY
Customer-Driven Service Designs &
Standards
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
Not Matching Performance to Promises
GAP 4 External Communications
to CustomersService Delivery
CUSTOMER
COMPANY
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
External Communications
to Customers
Service DeliveryGAP 4
CUSTOMER
COMPANY
Expected Service
Customer-Driven Service Designs and
Standards
PerceivedService
Company Perceptions of Consumer Expectations
GAP 1
GAP 3
GAP 2
Customer GAP
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
CustomerGAP
Customer Perceptions
Customer Expectations
• Provider Gap 1: Not knowing what customers expect• Provider Gap 2: Not selecting the right service designs & standards• Provider Gap 3: Not delivering to service standards• Provider Gap 4: Not matching performance to promises
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
• Inadequate Marketing Research OrientationInsufficient marketing researchResearch not focused on service qualityInadequate use of market research
• Lack of Upward CommunicationLack of interaction between management & customersInsufficient communication between contact employees & managersToo many layers between contact personnel & top management
Company Perceptions of Customer Expectations
Customer Expectations
ProviderGAP 1
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
• Insufficient Relationship FocusLack of market segmentationFocus on transactions rather than relationshipsFocus on new customers rather than relationship customers
• Inadequate Service Recovery Lack of encouragement to listen to customer complains Failure to make amends when things go wrong No appropriate recovery mechanisms in place to service failures
Company Perceptions of Customer Expectations
Customer ExpectationsProviderGAP 1
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
• Poor Service DesignUnsystematic new-service development processVague, undefined service designsFailure to connect service design to service positioning
• Absence of Customer-Driven StandardsLack of customer-defined service standardsAbsence of process management to focus on customer requirementsAbsence of formal process for setting service quality goals
Management Perceptions of Customer Expectations
Customer-Driven Service Designs & StandardsProvider
GAP 2
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
• Inappropriate Physical Evidence & ServicescapeFailure to develop tangibles in line with customer expectations
Servicescape design that does not meet customer and employee needs Inadequate maintenance and updating of the servicescape
Management Perceptions of Customer Expectations
Customer-Driven Service Designs & StandardsProvider
GAP 2
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
• Deficiencies In Human Resource PoliciesIneffective recruitmentRole ambiguity and role conflictPoor employee-technology job fitInappropriate evaluation and compensation systemsLack of empowerment, perceived control and teamwork
• Customers Who Do Not Fulfill RolesCustomers lack knowledge of their roles and responsibilitiesCustomers negatively affect each other
Customer driven service designs and standards
ProviderGAP 3
Service delivery
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
•Problems with Service IntermediariesChannel conflict over objectives and performanceDifficulty controlling quality and consistencyTension between empowerment and control
•Failure to Match Supply & DemandFailure to smooth peaks and valleys of demandInappropriate customer mixOver-reliance on price to smooth demand
Service Delivery
ProviderGAP 3
Customer-Driven Service Designs & Standards
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
• Lack of Integrated Services Marketing CommunicationsTendency to view each external communication as independentAbsence of interactive marketing in communications planAbsence of strong internal marketing program
• Ineffective Management of Customer ExpectationsAbsence of customer expectation management through all forms of communicationLack of adequately education for customers
Service DeliveryProviderGAP 4
External Communications to Customers
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
• OverpromisingOverpromising in advertisingOverpromising in personal sellingOverpromising through physical evidence cues
• Inadequate Horizontal CommunicationsInsufficient communication between sales and operationsInsufficient communication between advertising and operationsDifferences in policies and procedures across branches or units
Service DeliveryProviderGAP 4
External Communications to Customers
“Service Marketing”, Valarie A. Zeithaml & Mary Jo Bitner
