service encounters and service quality-aarpee(2.2)
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CUSTOMER MOMENTS OF TRUTH,
SERVICE ENCOUNTERS&
SERVICE QUALITY
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CUSTOMER MOMENTS OF TRUTH (continued..)
Internet era brought the third one:ZERO MOMENT OF TRUTH (ZMOT)*
* Conceptualized by Jim Lecinzski @ Google
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Each SERVICE ENCOUNTER in customer journey is a
Moment of Truth.
At each MOT a decision is madeby the customer tocontinue or discontinue interacting with a company.
SERVICE ENCOUNTERS & MOMENTS OF TRUTH
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SERVICE ENCOUNTERS & MOMENTS OF TRUTH(Continued..)
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How a marketer interacts with the customers at Moments ofTruthscan significantly increase (or decrease) the long-term viability of that customer relationship.
Momentsof Truth
FrontlineEmployee
Customers
Find Win
KeepGrowBUSINESS GROWTH = MAXIMISING MOMENTS OF TRUTH
SERVICE ENCOUNTERS & MOMENTS OF TRUTH(Continued..)
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Responsiveness
Assurance
Competence,
Courtesy
Credibility Security
Tangibles
Empathy Access
Communication
Understanding of customer
Reliability
DIMENSIONS OF SERVICE QUALITY
SERVIQUAL
These dimensions areCornerstone of one of the
primary service quality
framework called
SERVIQUAL
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CONCEPTUAL MODEL OF SERVICEQUALITY
Word-of-Mouth
CommunicationsPersonal Needs Past Experience
Expected Service
Perceived Service
Service
Delivery
External
Communications
to Customers
Service Quality
Specs
Management
Perceptions of
Customer Expectations
CUSTOMER
PROVIDER
Gap 1
Gap 2
Gap 3
Gap 4
Gap 5
Social Media Inputs
Parsuraman, Zeithaml and Berry
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WHAT ARE THE SERVCE QUALITY GAPS?
Gap 1: The difference between management perceptions of
what customers expect and what customers really do expect
Gap 2: The difference between management perceptions andservice quality specifications - the standards gap
Gap 3: The difference between service quality specificationsand actual service delivery - are standards consistently met?
Gap 4: The difference between service delivery and what is
communicated externally - are promises made consistentlyfulfilled?
Gap 5: The difference between customers expectation ofservice and customers perception of service experienced
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REASONS FOR THE GAPS
GAP 1 Not knowing what customers expect
GAP 2 Wrong service quality standards
GAP 3 Service performance gap
GAP 4 Promises do not match actual delivery
GAP 5 Variance between customer perception andexpectations
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REASONS FOR THE GAPS (Continued.)
GAP 1 - Not knowing what customers expect
Lack of a marketing orientation
Inadequate upward communication (from contactstaff to management)
Too many levels of management
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GAP 2 - Wrong service quality standards
Inadequate commitment to service quality
Lack of perception of feasibility - it cannot be done Inadequate task standardization
Absence of goal setting
REASONS FOR THE GAPS (Continued.)
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GAP 3 - Service Performance Gap
Role ambiguity and ole conflict - unsure of what yourremit is and how it fits with others
Poor employee or technology fit - the wrong personor system for the job
Inappropriate supervisory control or lack of perceivedcontrol - too much or too little control
Lack of teamwork
REASONS FOR THE GAPS (Continued.)
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GAP 4 - Promises in variance to Actual Delivery
Inadequate horizontal communication - betweendepartments or services
Propensity to overpromise
REASONS FOR THE GAPS (Continued.)
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Gap 5: The difference between what customers expectof a service and what they actually receive
Expectations are made up of past experience, word-of-mouth and needs/wants of customers
Measurement is on the basis of two sets of statements ingroups according to the five key service dimensions
Subjective judgements
Often times coloured by end-of-the-service-journeyencounters (check-out/ problem in arranging for a taxi /altering service)
REASONS FOR THE GAPS (Continued.)
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EXTENDED SERVICE QUALITY GAP MODEL
Customerexperiencerelative to expectations
Advertising andsales promises
Customer interpretation
of communications
1. Knowledge Gap
2. Standards
Gap
3. DeliveryGap
5. PerceptionsGap
7. Service Gap
Customer needsand expectations
Management definitionof these needs
Translation into
design/delivery specs
Execution ofdesign/deliveryspecs
Customer perceptionsof product execution
6. InterpretationGap
4. I.C.Gap
MANAGEMENT
CUSTOMER
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