Customer expectations Controlled factors Pricing Advertising Limited ability Personal need Word of mouth communication Competitors offering
The Providers Gaps
GAP 1: Not knowing what customer expect GAP 2: Not selecting the right service designs and standards GAP 3: Not delivering to service design and standards GAP 4: Not matching performance to promises
GAP 1: Not knowing what customer expect
Inadequate marketing research orientation Insufficient marketing research Research not focused on service quality Lack of upward communication Lack of interactions between management and customers Too many layers between top management and personnel Insufficient relationship focus Inadequate service recovery Lack of encouragement to listen to customers complaints
GAP 2: Not selecting the right service designs and standards
Poor service design Absence of customers- driven standards
GAP 3: Not delivering to service design and standards
The firm should have people, process and system in place Deficiencies in human resource policies Ineffective recruitment Poor employee technology job Customers who doesn't fulfill their roles Problems with service intermediaries channel conflict over objective and performances Failure to match supply and demand
GAP 4: Not matching performance to promises
Lack of integrated service marketinf communication Overpromising