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Service Marketing week 2 notes

by: 12

Service Marketing week 2 notes MKTG 4400-001


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About this Document

Gaps model of service quality
Service management and marketing
Jeffery Ferguson
Class Notes
service, Marketing, business, Management
25 ?




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This 3 page Class Notes was uploaded by 12 on Tuesday February 2, 2016. The Class Notes belongs to MKTG 4400-001 at University of Colorado Colorado Springs taught by Jeffery Ferguson in Fall 2016. Since its upload, it has received 13 views. For similar materials see Service management and marketing in Marketing at University of Colorado Colorado Springs.


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Date Created: 02/02/16
Gaps Model of Service Quality Q = P – E Quality = perception – expectation This is a moving target, constantly changes. Quality service is hard because customer focused - The customer gap - The provider gap o Gap 1: not knowing what knowledge gap the customers expect o (real time)Gap 2: not having the right serv designs and standards (serv design and st. gap) o Gap 3: not delivering service standards (service perf. Gap) o Gap 4: not matching perf to promise (comm. Gap) affects both perception and expectation provider Key Factors to Gap Gap 1 - Inadequate marking research orientation insufficient mktg research - Lack of upward comm - Insuf. Relationship focus - Inad. Serv. Recovery Gap 2 - poor service design - absence of customer driven standards - inappropriate driven standards Gap 3 - Deficiencies inhuman r. policies  designs/standards - Cust. Who do not fulfill roles - Probs with serv. Intermedianes - Failure to match supply / demand  delivery Gap 4 - Lack of integrated serv. Mktg. comm. - Ineffective mgmt. of cust. Expectations - Overpromising - Inadeq. Horizontal comm. Airplane article – take inferences not results. Analyze and come up with conclusions based on results Customer Expected service Perceived service Service delivery Internal  HR  Selection  Motivation  Rewards  Tools  Authority  Revenue growth  Profit (history) - Bad serv o Never yell, both paties – does not help in any case - Depends on person/industry – need it now or later - Why do these things happen? - Cultural difference - Analysis - Predictions IS the customers always right? No, but value opinions be gracious Service profit chain Leaders  employees  values  customers Internal serv quality V (value) = (solutions to problems + treatment) / price + hassle = benefits Internal serv quality  employee satisfaction  retention / customer loyalty External cust value  cust value  cust satisfaction  cust loyalty  Revenue, Growth, Profit Turnover is a cost (trainings) Cust. Buy value


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