THE GAPS
MODEL OF
SERVICE
QUALITY
CASE:
TECHNOLOGY
SPOTLIGHT
TEAM
APPLE
MEMBERS:
Apple、Sarah、
Justin、Howard
Belle
OUTLINE
•Introduction
•How do technology close the Gaps
•Customer Gap
•Provider Gap
•Gap 1 – The Listening Gap
•Gap 2 – The Service Design and Standards Gap
•Gap 3 – The Service Performance Gap
•Gap 4 – The Communication Gap
•Practical Case: traditional hotel in Taipei
•Q&A
TECHNOLOGY SPOTLIGHT
Technology’s critical impact on the gaps models of
service quality
An early hallmark of
service was the fact
that they could not
provided remotely.
But now, it can be
delivered and
consumed at anytime,
anywhere!
TECHNOLOGY SPOTLIGHT
In contemporary society, what’s technology
offering different opportunities to improve service
quality compared to past? and how?
TECHNOLOGY SPOTLIGHT
STEP 1
STEP 2
CUSTOMER GAP
difference between
customer expectations and perceptions
Customer
expectations
Customer Gap
Perceived
Service
KEY FACTORS LEADING TO
CUSTOMER GAP
Word of mouth
communications
Personal
needs
Past
experience
Customer
Expectations
Provider gap 1 : not knowing what customers expect
Provider gap 2 : not having the right service designs and standards
Provider gap 3 : not delivering to service standards
Provider gap 4 : not matching performance to promises
Perceived
Service
How do technology influence on customer gap
1. The nature of services themselves has changed.
• Self-service technologies
The personal photography industry VS digital camera
How do technology influence on customer gap
2. Search web – view photos of service locations, compare
prices, virtual tour
• Compare and judge service
PROVIDER GAP1
THE LISTENING GAP
not knowing what customers expect
CUSTOMER
Customer
expectations
Perceived
Service
COMPANY
Gap 1:
The Listening Gap
1.
2.
3.
4.
Inadequate customer research orientation.
Lack of upward communication.
Insufficient relationship focus
Inadequate service recovery
Company
perceptions of
customer
expectations
How do technology influence provider gap 1
1. Marketing research conducted on the Internet.
2. Technology-powered customer relationship
management (CRM)
Benefits of Online customer research,
Internet research
-
-
More willing respondents
The speed of collecting and analysis data
Equivalent or better data quality
The ability to target hard-to-reach populations
(high-income customers)
The opportunity to use multimedia to present
Less expensive (eliminates the postage, phone,
labor, and printing cost)
Respondents complete web-based surveys in half
the time.
PROVIDER GAP 2 THE SERVICE
DESIGN AND STANDARDS GAP
not having the right
service designs and
standards
CUSTOMER
Customer-driven
service designs and
standards
COMPANY
Gap 2: The Service Design
and Standards Gap
1. Poor service design
2. Absence of customer-driven standards
3. Inappropriate physical evidence and
servicescape
Company
perceptions of
customer
expectations
How do technology influence provider gap 2
• design a highly standard service.
Internet base information, transaction service,
various smart service, Internet based company
Example : transaction service - Amazon
(book sale and services provided online)
How do technology influence provider gap 2
Various smart services - connected car
Internet based company - e-Bay, Facebook
How do technology influence provider gap 2
technology based services - Health care
(monitor patient condition, train physician)
PROVIDER GAP 3 THE SERVICE
PERFORMANCE GAP
not delivering to service standards
CUSTOMER
COMPANY
Service delivery
Customer-driven
service designs and
standards
Gap 3: The
Service
Performance Gap
KEY FACTORS LEADING TO
PROVIDER GAP3
1.
Deficiencies in human policies
2.
Failure to match supply and demand
3.
Customer not fulfilling roles
4.
Problems with service intermediaries
How do technology solve those problems?
1. Allowed customer contact employees to meet
the demands more efficient and effectives.
2. Customer can be more involved in co-creating
and adding value to their expectation.
3. Facilitating customer participate in service
delivery
1. ALLOWED CUSTOMER CONTACT EMPLOYEES
TO MEET THE DEMANDS MORE EFFICIENT AND
EFFECTIVES.
Example: Symantec Connect
Connect communities are where Symantec business customers,
partners, and employees find solutions, share technical
knowledge, and submit product ideas.
2. CUSTOMER CAN BE MORE INVOLVED IN COCREATING AND ADDING VALUE TO THEIR
EXPECTATION.
Example:
LEGO CUUSOO: Co-Creating Platform
http://lego.cuusoo.com/
PROVIDER GAP4
THE COMMUNICATION GAP
not matching performance to promises
CUSTOMER
COMPANY
Gap 4: The Communication Gap
External
Service delivery
communications
to customers
KEY FACTORS LEADING TO
PROVIDER GAP4
1.
Lack of integrated service marketing communications
2.
Ineffective management of customer expectations
3.
Over promising
4.
Inadequate horizontal communications
5.
inappropriate pricing
How do technology solve those problems?
1. Numbers of new channels which service firm can
communicate with customers.
EX: blog, targeted emails, communities
2. Online brand communities influence customer
expectations for service firm. No matter it is controlled by
customer or provider.
EX: word-mouth communications
2.ONLINE BRAND COMMUNITIES INFLUENCE
CUSTOMER EXPECTATIONS FOR SERVICE FIRM.
NO MATTER IT IS CONTROLLED BY CUSTOMER
OR PROVIDER.
Example: Myself Experience
Practical Case:
traditional hotel
in Taipei
GAP
MODEL OF
SERVICE
QUALITY
CUSTOMER GAP
To reduce differences between room
photos and entities
Use video to show the type of rooms, not only just
use picture, but also we can use the technology of
“Virtual Reality”, put the Virtual Reality on our
website let customer can use that to feel more
experience to our room.
http://www.vrwebdesign.co.uk/na
tionalgallery/index.htm
PROVIDER GAP1
THE LISTENING GAP
To predict customer’s need
Design the booking system, let customer can more convince
and faster to booking the room. When the room is booked,
database can give the information of room to customer
immediately. For example, now the capital hotel use the
written to record the booking, it’s cause lots of mistake about
the booking problem, may lead the customer bad feeling
about the hotel.
PROVIDER GAP 2 THE SERVICE
DESIGN AND STANDARDS GAP
To design more complete booking system
Use system to record customer’s respond and needs, any
information about customer. Compare to traditional way to
use hand to write down the record, is more easier to arrange
and analysis the customer request and provide the real and
more good service to customers. For example, when
customer propose requirements to us, we use system to
record, after the long-term record of the information, we can
predict the customer request! Like when the winter come we
will know customer may need more quilt and some heating
things.
PROVIDER GAP 3 THE SERVICE
PERFORMANCE GAP
To improve the problem of busy
customer service line
Customer service line
use to had only one line,
we cannot deal with
other customers when
line busy, through
import CTI, the line can
now have five seats,
ready to take over for
other customer service
staff.
PROVIDER GAP 4 THE
COMMUNICATION GAP
To enhance word of mouth marketing
by blogger
Collaborate with
credible backpackers
(ex.食尚玩家 etc.) By
providing free
accommodation to
exchange for sharing
experiences through
social networking sites
to establish the network
reputation.
THANK FOR YOUR KIND ATTENTION !