SERVICE QUALITY

Presented By:-
Divya Singh
Lecturer,PGDM
Service:- An activity or benefit that one party can
offer to another that is essentially intangible and does
not result in the ownership of anything.

Quality:- Degree of excellence

Stages in Consumer Decision Making & Evaluation of
Services
 Continuum of Evaluation for Different Types of Products

Most Most
Goods Services

Difficult to
Clothing

Jewelry

Furniture

Houses

Automobiles

Restaurant meals

Vacations

Haircuts

Child care

Television repair

Legal services

Root canals

Auto repair
Easy to

Medical diagnosis
evaluate evaluate
{
{
{
High in search High in experience High in credence
qualities qualities qualities
 Past
Word-of-mouth Personal needs
Consumer experience
communication

Expected
service
Gap 5
Perceived
service
Gap 4
Marketer External
Service delivery
communication
Gap 3
Translation of perceptions
into service quality
Gap 1
specifications

Gap 2
Management
perceptions of
consumer expectations
 Gap one: Management
Perception Gap

Factors leading to gap one:

Insufficient marketing research
Inacurrate information from market research
Research not focussed on service quality
Lack of interaction b/w management and customers.
Insufficient upward and downward internal
communication.
No market segmentation
 Gap Two: Quality Specification gap

Factors leading to gap two:

 Mistakes in planning or insufficient planning procedures

 Lack of customer-driven service standards.
 Lack of formal process for setting service quality goals
 Lack of management commitment
 Unclear service designs
 Lack of support from top management
 Gap Three: Service Delivery Gap

Factors leading to gap three:

Complicated or rigid process specifications.
Deficiencies in human resource policies.
Ineffective internal marketing
Poor management of service operations
Inappropriate customer meets
Lack of proper customer education and training and so on.
 Gap Four: Market communication gap

Factors leading to gap four:

 When a company fails to integrate marketing
communications with service operations.
 Over-promising in external communication
campaign.
 Failure to manage customer expectations
 Failure to perform according to specifications.
 Gap Five: Perceived service Quality gap

 Reason for this gap are difficult to analyse but organisations can
reasonably expect some negative effects when such a gap arises
GAP Five may result in the following
 Negatively confirmed quality
 Bad reputation
 Lost customers
 Negative corporate image.
Strategies To Reduce Gap One
THANK YOU