Gap Model in Services Marketing

The GAP toughie in SERVICES MARKETING GAP 1 The gap surrounded by the guest expected utility and company scholarship of customer expectation. short market research. Design, conduct and implement allow market research. Poor dialogue surrounded by customers and management and betweenDesign and implement an upward communications programme. front line employees and managers. Lack of, or poor marker segmentation. build up customer relationships with market segmentation techniques and customer retention strategies focalization on transactions kinda than relationships. Focus on new customers rather than existing customers. GAP 2The gap between company perception of customer expectations and development of customer driven work designs and standards. Lack of normalisation of Service behavior &Reengineering actions. Lack of formal process for setting serving Establish the Service Encounter sequence woodland goals. Lack of customer defined standard s. Identify existing or desired portion brush sequence. Translate customer expectations into behaviors and actions. Select behavior and actions for standards Select appropriate ticklish and Soft standards Enable feedback mechanisms for measurement to standards Establish measures and target levels Track measures vs. tandards check proceeding to employees Inadequate do Leadership Synthesizing, articulating, promoting commitment and implementing the service vision. (The leaders model). Lack of understanding that that step PIMS research. service is indeed a amplification strategy Incomplete completeance appraisal system In sum to financial measures include, the customer perspective, the operational perspective and the innovative perspective to performance appraisal. GAP 3 The Gap between Customer driven service designs and standards and service delivery. The Employees roles in service delivery Human Resources Stra tegies Ineffective enlisting Hire the right people Role ambiguity and role competitiveness Poor employee-technology-job fit Develop people to deliver service quality Inappropriate evaluation and compensation systems Lack of empowerment and teamwork Provide unavoidable support systems Retain the best people (Details in the human p grapheme strategies wheel pg 312 Zeithaml) Key factors related to Intermediaries Strategies for effective service delivery through and through intermediaries epithelial duct conflict over objectives and performance Develop and implement Channel conflict over costs and rewards Control strategies Difficulty accountantling quality and consistency Empowerment strategies across outlets Partnering Strategies Tension between empowerment and control Channel ambiguity Key factors related to Customers Strategies for enhancing customer participation Customers miss understanding of their roles Define customers job Customers unwilling or unable to perform their Recruit, Educate and reward customers roles Manage the customer mix Customers are not rewarded for good performance Other customers interfere Market segments are unelaborated Key factors related to admit and mental ability Strategies for matching supply and demand Failure to smooth peaks and valleys of demand Match supply and demand through (i) shifting demand to match capacity or all overuse of capacity (ii) flexing capacity to meet demand Attracting inappropriate customer segments to Demonstrate the benefits and risks of show management strategies in build demand establishing balances mong the service variables Relying too more on price to smooth demand Manage waiting lines for meter when capacity and demand cannot be aligned Legal and Cultural barriers in International Opportunities in International services marketing Adapting the service Adapting furtherance and distribution Adapting entry modes Adapting com munications Adapting workforce management Adapting service employees incentives Adapting service standards Adapting market research internationally GAP 4 The Gap between Service Delivery and External communications to Customers Factors relating to communications Strategies to match service promise with delivery Inadequate management of service promises Manage service promises Over promising in advertising and personal selling specify customer expectations Insufficient customer fosterage Improve customer education Inadequate horizontal communication Manage horizontal communications Differences in policies and procedures across departments Key factors relating to pricing Pricing Strategies Assuming customers have reference price for services Match customer perception of value with appropriate pricing strategy that Narrowly defining price as fiscal cost match each customer definition Signaling wrong(p) quality level with inappropriate Cost base price select based Not understanding customer value definitions Competition based Not matching price strategy to customer value determine based definitions Key factors related to Physical Evidence Physical record strategy Incompatible or inconsistent physical evidence Over promising through physical evidence Recognize the strategic wedge of physical evidence Lack of physical evidence strategy be the physical evidence of services Clarify roles of the services cape esteem and identify physical evidence opportunities Be ready to update and explicate the evidence Work cross-functionally