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Customer Expectations
Customer GAP
Perceived Service
Service Marketing, Valarie A. Zeithaml & Mary Jo Bitner
Expected Service
GAP 1
Company Perceptions of Customer Expectations
COMPANY
COMPANY
GAP 2
Company Perceptions of Consumer Expectations Service Marketing, Valarie A. Zeithaml & Mary Jo Bitner
Service Delivery
COMPANY
GAP 3
Customer-Driven Service Designs & Standards
CUSTOMER
Service Delivery
COMPANY
GAP 4
CUSTOMER
Expected Service
COMPANY
Service Delivery
GAP 4
GAP 3 GAP 1
Customer-Driven Service Designs and Standards
GAP 2
Company Perceptions of Consumer Expectations Service Marketing, Valarie A. Zeithaml & Mary Jo Bitner
Customer Expectations
Customer GAP
Provider Gap 1: Not knowing what customers expect Provider Gap 2: Not selecting the right service designs & standards Provider Gap 3: Not delivering to service standards Provider Gap 4: Not matching performance to promises
Customer Perceptions
Service Marketing, Valarie A. Zeithaml & Mary Jo Bitner
Customer Expectations
Provider GAP 1
Inadequate Marketing Research Orientation
Insufficient marketing research Research not focused on service quality Inadequate use of market research
Provider GAP 1
Customer Expectations
Insufficient Relationship Focus
Lack of market segmentation Focus on transactions rather than relationships Focus on new customers rather than relationship customers
Provider GAP 2
Provider GAP 2
Provider GAP 3
Service delivery
Service Marketing, Valarie A. Zeithaml & Mary Jo Bitner
Provider GAP 3
Service Delivery
Service Marketing, Valarie A. Zeithaml & Mary Jo Bitner
Provider GAP 4
Service Delivery
Service Delivery
Provider GAP 4
Overpromising
Overpromising in advertising Overpromising in personal selling Overpromising through physical evidence cues