Case Technology spotlight TEAM APPLE members Apple Sarah Justin Howard Belle Introduction How do technology close the Gaps Customer Gap Provider Gap Gap 1 The Listening ID: 293046
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Slide1
The gaps model of service quality
Case: Technology spotlight
TEAM
APPLE
members:
Apple
、
Sarah
、
Justin
、
Howard
BelleSlide2
Introduction
How do technology close the Gaps
Customer GapProvider GapGap 1 – The Listening
GapGap 2 – The Service Design and Standards
Gap
Gap 3 – The Service Performance GapGap 4 – The Communication GapPractical Case: traditional hotel in TaipeiQ&A
OutlineSlide3
Technology’s critical impact on the gaps models of service quality
Technology Spotlight
An early hallmark of service was the fact that they
could not provided remotely.
But now, it can be delivered and consumed at
anytime, anywhere!Slide4
In contemporary society, what’s t
echnology offering different opportunities to improve service quality compared to past? and how?Technology SpotlightSlide5
Technology Spotlight
STEP 1
STEP 2Slide6
Customer gap
Customer expectations
Perceived
Service
Customer Gap
difference between
customer expectations and perceptionsSlide7
Key factors Leading to customer Gap
Customer Expectations
Word of mouth communications
Personal needs
Past experience
Perceived Service
Provider gap 1 :
not knowing what customers expect
Provider gap 2 :
not having the right service designs and standards
Provider gap 3 :
not delivering to service standards
Provider gap 4 :
not matching performance to promisesSlide8
1. The nature of services themselves has changed.
Self-service technologies The personal photography industry VS digital camera
How do technology influence on customer gap Slide9
Search web – view photos of service locations, compare prices, virtual tour
Compare and judge service
How do technology influence on customer gap Slide10
not knowing what customers expect
Provider
gap1 THE LISTENING GAP
Company perceptions of customer expectations
Customer expectations
CUSTOMER
COMPANY
Gap 1:
The Listening Gap
Perceived Service
Inadequate customer research orientation.
Lack of upward communication.
Insufficient relationship focus
Inadequate service recoverySlide11
Marketing research conducted on the Internet.
How do technology influence provider gap 1
2.
Technology-powered customer relationship
management (CRM
)Slide12
Benefits of Online customer research,
Internet research
More willing respondentsThe speed of collecting and analysis data
Equivalent or better data qualityThe ability to target hard-to-reach populations (high-income customers)
The opportunity to use multimedia to present
Less expensive (eliminates the postage, phone, labor, and printing cost)Respondents complete web-based surveys in half the time.Slide13
not having the right service designs and standards
Provider
GAP 2 THE SERVICE DESIGN AND STANDARDS GAP
COMPANY
Customer-driven
service designs and standards
Company perceptions of customer expectations
CUSTOMER
Gap 2: The Service Design and Standards Gap
1. Poor service design
2. Absence of customer-driven standards
3. Inappropriate physical evidence and
servicescapeSlide14
design a highly standard service.
Internet base information, transaction service, various smart service, Internet based companyExample : transaction service - Amazon
(book sale and services provided online)How do technology influence
provider gap 2Slide15
Various smart services - connected car
Internet based company - e-Bay, Facebook
How do technology influence provider gap 2Slide16
technology based services - Health care
(monitor patient condition, train physician)
How do technology influence provider gap 2Slide17
not delivering to service standards
Provider
GAP
3
THE
SERVICE PERFORMANCE GAPGap 3: The Service Performance Gap
CUSTOMER
COMPANY
Service delivery
Customer-driven
service designs and standardsSlide18
Deficiencies in human policies
Failure to match supply and demand
Customer not fulfilling roles
Problems with service intermediaries
Key factors Leading to provider Gap3
Allowed customer contact employees to meet the demands more efficient and effectives.
Customer can be more involved in co-creating and adding value to their expectation.
Facilitating customer participate in service delivery
How do technology solve those problems?Slide19
1.
Allowed customer contact employees to meet the demands more efficient and effectives.
Example: Symantec Connect
Connect communities are where Symantec business customers, partners, and employees find solutions, share technical knowledge, and submit product ideas.Slide20
2.
Customer can be more involved in co-creating and adding value to their expectation.
Example: LEGO CUUSOO: Co-Creating Platform
http://lego.cuusoo.com/Slide21
not matching performance to promises
PROVIDER GAP4
THE COMMUNICATION GAP
CUSTOMER
COMPANY
Gap 4: The Communication Gap
Service delivery
External communications to customersSlide22
Lack of integrated service marketing communications
Ineffective management of customer expectationsOver promisingInadequate horizontal communications
inappropriate pricingKey factors Leading to provider
Gap4
Numbers of new channels which service firm can communicate with customers.
EX: blog, targeted emails, communitiesOnline brand communities influence customer expectations for service firm. No matter it is controlled by customer or provider.EX: word-mouth communicationsHow do technology solve those problems?Slide23
2.Online brand communities influence customer expectations for service firm. No matter it is controlled by customer or provider.
Example:
Myself Experience Slide24
Practical Case: traditional hotel in TaipeiSlide25Slide26
Gap Model of Service QualitySlide27
Use video to show the type of rooms, not only just use picture, but also we can use the technology
of
“Virtual Reality”, put the Virtual Reality on our website let customer can use that to feel more
experience to our room.
Customer
gapTo reduce differences between room photos and entities
http://www.vrwebdesign.co.uk/nationalgallery/index.htmSlide28
Design the booking system, let customer can more convince and faster to booking the room. When the room is booked, database can give the information of room to customer immediately. For example, now the capital hotel use the written to record the booking, it’s cause lots of mistake about the booking problem, may lead the customer
bad feeling about the hotel.
Provider gap1The listening gap
To predict
customer’s needSlide29
Use system to record customer’s respond and needs, any information about customer. Compare to traditional way to use hand to write down the record, is more easier to arrange and analysis the customer request and provide the real and more good service to customers. For example, when customer propose requirements to us, we use system to record, after the long-term record of the information, we can predict the customer request! Like when the winter come we will know customer may need more quilt and some heating things.
Provider
GAP 2
THE SERVICE DESIGN AND STANDARDS GAP
To design more complete
booking systemSlide30
Customer service line use to had only one line, we cannot deal with other customers when line busy, through import CTI, the line can now have five seats, ready to take over for other customer service staff.
To improve the problem of busy customer
service line
Provider
GAP 3
THE SERVICE PERFORMANCE GAPSlide31
Collaborate with credible
backpackers (ex.食尚玩家
etc.) By providing free accommodation to exchange for sharing experiences through social networking sites to establish
the network reputation.
Provider
GAP 4
THE COMMUNICATION GAP
To enhance word of mouth marketing by bloggerSlide32
Thank for your kind attention !