MKT 723 Chapter Notes - Chapter 2: Servicescape, Service Design, G2 Phase
14 May 2015
School
Department
Course
Professor
Document Summary
The customer gap is the space in between the expected service and the perceived service that the customer experiences. : not knowing what customers expect: caused by: Insufficient marketing research: research not focused on service quality. Insufficient communication between contact employees and customers: too many layers between contact personnel and top management. Lack of market segmentation: focus on transaction rather than relationships, focus on new customers rather than relationship customers. Lack of encouragement to listen to customer complaints: failure to make amends when things go wrong, no appropriate recovery mechanisms in place to service failures. Not selecting the right service designs and standards: caused by: Poor service design: unsystematic new service development process, vague, undefined service designs, failure to connect service design to service positioning. Lack of customer-driven service standards: absence of process management to focus on customer requirements, absence of formal proves for setting service quality goals.
