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Gap Analysis-SERVQUAL
Customer Service Expectation Perceived Customer Service Service Delivery
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Knowing on Expectations
What do customer’s expect? What is the basis of customer expectations? What is the customer buying behavior based on the above?
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New Services in the last decade
Bill payment services Baby sitting/Day cares/Playschools Office maintenance Security Transport Business Outsourcing
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Goods and Services Buying behavior Information Search
Personal Services Technical Services Goods/Products High in search High on experience High on credence
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Buying Behavior process in SM
Information Search Personal Sources Perceived Risk of choice is greater Evaluation of alternatives Evoked set is limited Purchase and Consumption Dependent on subjective factors of emotion and mood Compatibility of customer group Post Purchase Attribution of dissatisfaction –Customer’s role- legal implication Innovation diffusion –lower in service brands Impact of culture and personal beliefs very high
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Role of a customer Role play -15 mins
Select a service – Birthday party event manager and a customer (2) Describe your role as a customer in the process of service delivery How did you learn this role How important is your role in maintaining the quality of service delivery How would describe the extent of participation How can you as a customer enhance or diminish the final outcome of the service When not satisfied, what would you attribute to yourself?
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When the customer chooses a service.. He expects
What is expectation? Why is it important for the manager to understand his customer’s expectation ?
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Desired level of Service
Expected Service Desired level of Service Adequate level of service Zone of Tolerance
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Importance of Zone of tolerance
Based on situational factors, the zone of tolerance increases or diminishes It also provides the organization a chance to make or break the perception of quality levels When the customer moves out of the zone of tolerance limits during service delivery he starts framing a negative impact on quality levels and thus increases the gap.
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Examples Desired level of service: Adequate level of service :
Immediate access to check in counter in an airport Adequate level of service : 5 minutes of waiting time 5 minutes – 7 minutes is the tolerance zone Waiting time 20 mins Customer starts fidgeting, notice service failures, wants seating, wants faster boarding etc etc
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Zone of Tolerance Diff customers possess diff ZoT
Business traveller Vs Tourist Diff attributes have diff ZoT Situations also affect ZoT
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Desired Expectation level is det by
Derived Serviced expectation In an event management service, the collective expectation of organizing family , and the audience would set the desired service expectation Personal Service Philosophy Personal needs
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Adequate Service Expectation det by
Eg: Need for an adequate placement as against desired placement Transitory Service factors Emergency freeze on recruitment in desired companies Perceived Alternatives A job with Cavin Kare better than other alt Self Perceived Service Role Performance in Interviews,locational preference, salary pref, commitments Situational Factors Economic recessionary trend
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Predicted Service Based on past experience Word of mouth Culture
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Challenges for Service Marketer
Customer expectations are unrealistic How to exceed customer expectations Do expectations continue to escalate Staying ahead of competition
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Customer Perception of Service
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Distinction between Satisfaction & Service quality
Reliability Responsiveness Assurance Empathy Tangibles Situational Factors Service Quality Customer Satisfaction Price Personal Factors Controllable from company’s strategy
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Evaluation of service Takes place at every service encounter Remote
Voice based Face to face
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Moments of truth Identify moments of truth for service in Role play
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Role play A customer has booked a resort 3 months in advance, and goes there to find out that all the rooms have been booked. There has been a mis-communication between the resort and the customer. The customer has traveled 5 hours by car with family to reach the place. Discuss the lobby manager’s handling of the situation
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Service Provider behavior in perception creation
Recovery Acknowledge problem. Explain causes,apologize,compensate,upgrade Adaptability Seriousness of need, adjust systems, take responsibility Spontaneity Take time, Be attentive, listen, empathy Coping Try to accommodate,explain,let go
