An Assignment

On

Service MarketingTopic: Service Quality gap model of Z.H. Sikder University of

Science & Technology

Submitted To

Shahrima Juthi

Lecturer,

Faculty of Business Administration

Z. H. Sikder University of Science & Technology

Submitted By

‘INVINCIBLE’

Program- B.B.A Batch- 1st

Department of Business Administration

Date of Submission: 17th November 2015

Z.H. Sikder University of Science & Technology

Service: Berry defines; service as act, deeds, & performance.

American Marketing Association (AMA): define service as activities, benefits or satisfaction that are offered for sale, or provided in connection with the sale of goods.

What is quality?In the words of crosby: Quality is conformance to requirements.

ASQC Define: Quality is the totality of features and characteristics of a product, or service that bear on it’s ability to satisfy stated or implied needs.

Fully satisfy customer requirements at the lower cost.

What is service quality?

An assessment of how well a delivered service conforms to the client's expectations. Service business operators often assess the service quality provided to their customers in order to improve their service, to quickly identify problems, and to better assess client satisfaction.

Service quality Dimensions:

• Reliability: ability to perform the promise service dependably and accurately.

• Responsiveness: willingness to help customers and provide prompt service.

• Assurance: employee's knowledge and courtesy and their ability to inspire trust and confidence.

• Empathy: caring, individualized attention given to customers.

• Tangibles: appearance to physical facilities, equipment, personnel, and written materials.

GAPS MODEL OF SERVICE QUALITY

The gaps model was proposed by A parasuraman, valarie Zeithaml and LL Berry in 1985 in the journal of Marketing.

            

Gaps of Z.H. Sikder University of science & Technology

• We found various gaps between Students expectations & Perceptions. That is called customer gap. We made some questionnaires and completed a face to face interview. Many students are satisfied with University services and some are dissatisfied.

• Some important gaps are discussed below through help of “Pie Chart and Bar Diagram”

• We made percentage about how many students are satisfied

and how many are dissatisfied.

  

Our Survey found these Gaps

Computer & Internet Problem (80% students dissatisfied with Computer & internet)

Transportation/BUS problem (50% students need transportation) Engineering Lab problem ( Many complaints about Lab) Wash room problem (90% students complaint about wash room) Chair table problem (305 students said our has chair lacking) Experienced Teacher lacing (40% respondent said) Library problem (80% students said there has lack of Books) Teacher turnover (50% students said here has teacher turnover problem) Standard of Education (25% students has questions about standard of

education) Common room Problem (80% students has complaints about Common room)

Service quality gaps of Z.H. Sikder University of Science & Technology

Library problem

Teacher turnover

Standard of Education

Common room

Computer & Internet

Transportation

WashRoom

Experienced Teacher

Lab problem

0

10

20

30

40

50

60

70

80

90

100

Series1

Figure: Graphical presentation (Bar Diagram) of different gaps of ZHSUST

Library problem; 80

Teacher turnover; 50

Standard of Edu-cation; 25

Common room; 80

Computer & Internet; 80Transportation; 50

WashRoom; 90

Experienced Teacher; 40

Lab problem; 50

Figure: Pic Chart of Gap Model

Customer gap:

◦ Difference between expectations and perceptions

Provider Gap

There are 4 types of provider gap:

Provider gap 1:◦ Not knowing what customers expect

Provider gap 2:◦ Not selecting the right service designs and standards

Provider gap 3:◦ Not delivering to service standards

Provider gap 4:◦ Not matching performance to promises

• Provider gap1 is also known as- (The knowledge gap)• Provider gap2 is knows as- (The service design & standard gap)• Provider gap3 also known as- (The service performance gap)• Provider gap4 also known as- (The communication gap)

Closing the gap (Recommendations)

Gap 1: Learn what customers expect Gap 2: Establish the right service quality standards Gap 3: Ensure that service performance meets standards Gap 4: Ensure that delivery matches promises

Closing Gap1

Use research, complaint analysis, customer panels Increase direct interactions between managers and customers Improve upward communications Act on information and insights

Closing Gap2

Top management commitment to providing service quality Set, communicate, and reinforce customer-oriented service

standards Establish challenging and realistic service quality goals Train managers to be service quality leaders Be receptive to new ways to deliver service quality Measure performance of service standards and provide regular

feedback Reward managers and employees for achievement of quality goals

Closing gap3

Attract the best employees Select the right employees Develop and support employees

◦ train employees ◦ provide appropriate technology & equipment◦ encourage and build teamwork◦ empower employees ◦ internal marketing

Closing Gap4

Seek input from operations personnel on what can be done ‘Reality’ advertising

◦ real employees, real customers, real situations

Seek input from employees on advertising Gain communications between sales, operations and customers Internal marketing programs

Ensure consistent standards in multi-site operations In advertising, focus on service characteristics that are important to

customers

Manage customer’s expectations◦ What are realistic expectations?◦ Explain industry realities

                                                                 THANK YOU