Ch 5: The gaps model of service quality

Question 1

Gaps model of service quality (def)

Answer 1

a model that positions the key concepts, strategies and decisions in services marketing.

Question 2

Gap 5

Answer 2

Customer Gap

Question 3

Customer gap (def)

Answer 3

the difference between customer expectations and perceptions.

Question 4

PROVIDER GAP 1

Answer 4

Not knowing what the customers expect

Question 5

Key factors leading to provider gap 1 (4)

Answer 5

→ Inadequate marketing research orientation
→ Inadequate use of marketing research
→ Insufficient relationship focus
→ Insufficient upward communication

Question 6

PROVIDER GAP 2

Answer 6

Gap between management perception and service quality specification

Question 7

Key factors leading to provider gap 2 (4)

Answer 7

→ Poor service design
→ Absence of customer-driven standards
→ Inappropriate physical evidence and servicescape
→ Insufficient resources

Question 8

PROVIDER GAP 3

Answer 8

Not delivering to service designs and standards

Question 9

Key factors leading to provider gap 3 (5)

Answer 9

→ Deficiencies in human resource policies (ineffective recruitment, etc.)
→ Customers who do not fulfil roles
→ Problems with service intermediaries
→ Failure to match supply and demand
→ Inadequate service recovery

Question 10

PROVIDER GAP 4

Answer 10

Not matching performance to promises

Question 11

Key factors leading to provider gap 4 (4)

Answer 11

→ Lack of integrated marketing communications
→ Ineffective management of customer expectations
→ Over-promising
→ Inadequate horizontal communications