Gap Model of Service Marketing
Introduction
In a competitive market, a business’s main purpose is to create value for customers, because it is basically the consumer who essentially determines what a business is, even the future success of a business (Karl, 2009). For service marketing, which is the form of marketing focuses on processes deeds and performances, service quality is only way for customers to evaluate their experiences (Susamoo, 2012). Hence, the service quality is one of the most important factors that any service organisation should face.
Service quality can be defined as ‘a customers ' perception of how well a service meets or exceeds their expectations’ (Seth, Deshmukh & Vrat, 2005). However, many consumers are short of the knowledge to evaluate the service they receive, meanwhile, the providers also lack skills to meet customer’s needs. When the experience does not match the expectation, a gap arises. The gap model of service quality identifies five major gaps that organizations seeking to meet customer 's expectations in service delivery process (Turner, Bienstock & Reed, 2010). The purpose of this paper is discussing the gaps can occur in delivery of service quality. Besides, this essay will describe the feasible approaches for closing these service quality gaps, and put forward the examples to support.
Customer Gap
Customer gap is the difference between customer expectations and perceptions (Zeithaml, Bitner & Gremler, 2006). This gap arises when the customers misinterpret the service quality. The customer expectation is the standards or reference points that customer bring into the service experience, sometimes influenced by their cultural background, lifestyle, personality and so forth. Customer perception is based on the customers’ interaction with service. In ideal world, customer’s expectation world be almost identical to customer’s perception (Talebzade, 2009).
However, actually, even some great companies like Apple seem to be increasing
In a competitive market, a business’s main purpose is to create value for customers, because it is basically the consumer who essentially determines what a business is, even the future success of a business (Karl, 2009). For service marketing, which is the form of marketing focuses on processes deeds and performances, service quality is only way for customers to evaluate their experiences (Susamoo, 2012). Hence, the service quality is one of the most important factors that any service organisation should face.
Service quality can be defined as ‘a customers ' perception of how well a service meets or exceeds their expectations’ (Seth, Deshmukh & Vrat, 2005). However, many consumers are short of the knowledge to evaluate the service they receive, meanwhile, the providers also lack skills to meet customer’s needs. When the experience does not match the expectation, a gap arises. The gap model of service quality identifies five major gaps that organizations seeking to meet customer 's expectations in service delivery process (Turner, Bienstock & Reed, 2010). The purpose of this paper is discussing the gaps can occur in delivery of service quality. Besides, this essay will describe the feasible approaches for closing these service quality gaps, and put forward the examples to support.
Customer Gap
Customer gap is the difference between customer expectations and perceptions (Zeithaml, Bitner & Gremler, 2006). This gap arises when the customers misinterpret the service quality. The customer expectation is the standards or reference points that customer bring into the service experience, sometimes influenced by their cultural background, lifestyle, personality and so forth. Customer perception is based on the customers’ interaction with service. In ideal world, customer’s expectation world be almost identical to customer’s perception (Talebzade, 2009).
However, actually, even some great companies like Apple seem to be increasing
References: BestBuy, 2013, Return & Exchange Policy, BestBuy Official Website, viewed 24 March 2013, <http://www.bestbuy.com/site/Returns-Refunds/Return-%26-Exchange-Policy/pcmcat260800050014.c?id=pcmcat260800050014> British Broadcasting Corporation (BBC), 2006, Boeing exits in-flight broadband, BBC, London, viewed 23 March 2013, < http://news.bbc.co.uk/2/hi/business/5261562.stm>. Sullivan, D, 2011, Why Do Amazon & Apple Hate Families?, Daggle.com, viewed 22 March 2013, < http://daggle.com/amazon-apple-hate-families-2867>. Talebzade, S, 2009, The Customer Service Gap Model, University of Technology， Sydney, viewed 22 March 2013, < http://www.brainmates.com.au/brainrants/the-customer-service-gap-model>.