BMA258 Lect 3 Service Quality课件.pptVIP

* Provider Gap Four (Communication) Provider gap four is the result of differences between service delivery and external communications to customers. Key factors leading to provider gap four include: Lack of integrated services marketing communications. Tendency to view each external communication as independent. Absence of strong internal marketing program. Ineffective management of customer expectations: Absence of customer expectation management through all forms of communication. Lack of adequate education for customers. * Provider Gap Four (Communication) Key factors leading to provider gap four include: Overpromising: Overpromising in advertising, personal selling and physical evidence. Inadequate horizontal communications: Insufficient communications between sales and operations. Insufficient communications between advertising and operations. Differences in policies and procedure across branches or units. * Perceived Service Expected Service CUSTOMER COMPANY Customer Gap Gap 1 Gap 2 Gap 3 External Communications to Customers Gap 4 Service Delivery Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Gaps Model of Service Quality * Closing Service Quality Gaps Customer Gap: Perceptions: Educate customers to see reality of service delivery Expectations: Pretest communications to make sure message is clear and unambiguous. Provider Gaps: Knowledge: Learn what customers expect--conduct research, dialogue, feedback. Design and Standards: Specify SQ standards that reflect expectations. Performance: Ensure service performance matches specs--consider roles of employees, equipment, customers. Communications: Ensure performance levels match marketing promises. * Tools to Address Service Quality Problems Fishbone diagrams: A cause-and-effect diagram to identify potential causes of problems. Pareto charts: Separating the trivial from the important. Often, a majority of problems is caused by a minority of causes i.e. the 80/20 rul