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Service Management Week 2 Notes

by: Dominique LaSalle

Service Management Week 2 Notes MKTG 4400

Marketplace > University of Colorado Colorado Springs > Business > MKTG 4400 > Service Management Week 2 Notes
Dominique LaSalle
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About this Document

Notes on the Provider Gaps
Service Management & Marketing
Jeffrey Ferguson
Class Notes
Marketing, business




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This 2 page Class Notes was uploaded by Dominique LaSalle on Friday September 2, 2016. The Class Notes belongs to MKTG 4400 at University of Colorado Colorado Springs taught by Jeffrey Ferguson in Fall 2016. Since its upload, it has received 10 views. For similar materials see Service Management & Marketing in Business at University of Colorado Colorado Springs.


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Date Created: 09/02/16
Service Marketing Notes Week 2 - Quality = Perception – Expectation - An ethical issue is a problem, situation, or opportunity requiring an individual, group, or organization to choose among several actions that must be evaluated as right or wrong, ethical or unethical, good vs. good - The Gaps Model of Service Quality o The Customer Gap o The Provider Gaps:  Gap 1 – not knowing what customers expect  Gap 2 – not having the right service designs and standards  Gap 3 – not delivering to service standards  Gap 4 – not matching performance to promises o Key factors leading to Provider Gap 1  Inadequate marketing research orientation  Insufficient marketing research  Research not focused on service quality  Inadequate use of market research  Lack of upward communication  Lack of interaction between management and customers  Insufficient communication between contact employees and managers  Too many layers between contact personnel and top management  Insufficient relationship focus  Lack of market segmentation  Focus on transactions rather than relationships  Focus on new customers rather than relationship customers  Inadequate service recovery  Lack of encouragement to listen to customer complaints  Failure to make amends when things go wrong  No appropriate recovery mechanisms in place for service failures o Key factors leading to Provider Gap 2  Poor service design  Unsystematic new service development process  Vague, undefined service designs  Failure to connect service design to service positioning  Absence of customer-driven standards  Lack of customer-driven service standards  Absence of process management to focus on customer requirements  Absence of formal process for setting service quality goals  Inappropriate physical evidence and servicescape  Failure to develop tangibles in line with customer expectations  Servicescape design that does not meet customer and employee needs  Inadequate maintenance and updating of the servicescape o Key factors in leading to Provider Gap 3  Deficiencies in human resource policies  Ineffective recruitment  Role ambiguity and role conflict  Poor employee-technology job fit  Inappropriate evaluation and compensation systems  Lack of empowerment, perceived control, and teamwork  Customers who do not fulfill roles  Customers who lack knowledge of their roles and responsibilities  Customers who negatively impact each other  Problems with service intermediaries  Channel conflict over objectives and performance  Difficulty controlling quality and consistency  Tension between empowerment and control  Failure to match supply and demand  Failure to smooth peaks and valleys of demand  Inappropriate customer mix  Overreliance on price to smooth demand o Key factors leading to Provider Gap 4  Lack of integrated services marketing communications  Tendency to view each external communications as independent  Not including interactive marketing in communications plan  Absence of strong internal marketing program  Ineffective management of customer expectations  Absence of customer expectation management through all forms of communication  Lack of adequate education for customers  Overpromising  Overpromising in advertising and personal selling  Overpromising through physical evidence cues  Inadequate horizontal communications  Insufficient communication between sales and operations  Insufficient communication between advertising and operations  Differences in policies and procedures across branches or units


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