Service Quality Dilemma…

Presented By:
Faizan Ahmad and Gaurav Datta
Institute of Management Studies
Lal Quan Ghaziabad
CORE AND SUPPLEMENTARY SERVICES
Branding :
importance
of
Features : company
period of reputationProcesses :
methods used
policy,
to process
flexibility,
policies and
benefits
claims
Tangibles
payable
:
brochures, INSURANCE Accessibility:
policy whether
documents available direct
or through CORE
other benefits
insurance
Quality :Level BENEFIT :
brokers Security
including Of Customer
advice services service against
offered uncertainity
Source: Christian Dussart
 Quality Control: The Service
Quality Model
Word-of-mouth
Personal Needs Past Experience
Communications
CONSUMER

Expected Service

GAP 5

Perceived Service
SERVICE BUSINESS

Service Delivery GAP 4 External Communications

(including contacts) To Consumers
GAP 1

GAP 3

Translation of Perceptions
into Service Quality
Specifications

GAP 2

Management Perceptions
of Consumer Expectations
Source: Zeithaml and Bitner
SERVQUAL Model Gaps
• Gap 1
– The difference between actual
customer expectations and
management’s idea or perception of
customer expectations

M a na ge m e nt E x p e c te d
P e r c e p t io n s S e r v ic e
o f C u s to m e r
E x p e c t a t io n s
7
SERVQUAL Model Gaps
• Gap 2
– Mismatch between manager’s
expectations of service quality and
service quality specifications

S e r v ic e M an ag em en t
Q u a lit y P e r c e p t io n s
S p e c ific a t io n s o f C u s to m e r
E x p e c t a t io n s
8
SERVQUAL Model Gaps
• Gap 3
– Poor delivery of service quality

S e r v ic e S e r v ic e
D e liv e r y Q u a lit y
S p e c ific a t io n s
9
SERVQUAL Model Gaps
• Gap 4
– Differences between service delivery
and external communication with
customer

S e r v ic e E x te rn a l
D e liv e r y C o m m u n ic a t io n s
to C u s to m e rs
10
SERVQUAL Model Gaps
• Gap 5
– Differences between Expected and
Perceived Quality

E x p e c te d P e r c e iv e d
S e r v ic e S e r v ic e
11
Accessing the GAP’s
 Gap 1

• Market Research • Relationship

-Not Focused. Management
-Inadequate Research -No bonding between
Customers and
Management with no
• Problems with
value for long term
Communication relationships.
-Low Interaction -Unable to upgrade
-Less Communication -Service Recovery
-Decreasing Flexibilty
 GAP 2
Expectations
-Customer Driven
Standards.
-Physical Standards
-Poor Service design
 GAP 3

• Discrepancy
-Deficiencies in HR
Policies
-Supply and Demand
-Service Intermediaries
problems.
 GAP 4

-Over Promising.
-Inadequate Horizontal
Communication
-Bad Management of
Customer Expectation.
 Recommendations

• Process Approach

• Adequate Training
 Process Approach
Approach to Fill the Gaps.
– Systematic
– Management
– Resource
– Realization
– Analytical
 Integration
CUSTOMER

STRATEGY

FINANCE MARKETING

OPERATIONS

EXTERNAL ENVIRONMENT COMPETITION