Part1 Chapter 2

Question 1

The Customer Gap

Answer 1

Gap 5
the difference between expectations and perceptions.

The aim: close the distance between customer expectations and perceptions.

Question 2

Gap 1

Answer 2

Not Knowing What Customer Expects

the difference between customer expectations of service and a company’s understanding of those expectations.

Question 3

Multiple Causes of GAP 1:

Answer 3

• Managers may not have a clear understanding of their customers.
• Lack of resources for proper market research and customer understanding.
• Dominance of transactional relationships over relational ones

Question 4

Gap 2

Answer 4

• Not Selecting the Right Service
• company need clear plans for how they want to provide services. This helps make sure customers get what they expect.
• make sure its employees understand and can carry out the plans for delivering good service

Question 5

Gap 3

Answer 5

• Not Doing What We Planned
• We need systems, processes, and the right people to make sure that the service delivered matches standards

Question 6

Gap 4 -

Answer 6

• Not Keeping Promises
  promises doesn’t match what it actually delivers

like media advertising, the sales team, and other actors who communicate about the service.