Building Blocks of Competitive Advantage

947 Words Apr 25th, 2013 4 Pages
1.
The building blocks of competitive advantage include quality, customer responsiveness, innovation, and efficiency.
Quality from a restaurant standpoint is getting what you pay for. To purchase an item such as wine from a restaurant that costs ninety-seven dollars per glass would have to be of good quality, as opposed to purchasing Boons Farm, and this costing you the same price. Quality is important in that if your company doesn’t posses good quality yet charges its customers for this inexistent quality, you are soon to loose customers.
Customer responsiveness is getting feed back from your customers to keep them happy, without happy customers you will in turn loose customers. If I was an owner of a hotel one way I would try to
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There are many McDonalds commercials that display what they say their Big Mac looks like. When going through the drive thru even at any McDonalds on their menu it shows a picture of their famous Big Mac. When you order a Big Mac though, it looks nothing like the intended picture. This in many ways created a gap. McDonalds is using pictures to draw in your attention to their product but when you receive your burger it doesn’t compare to what the picture they portray of the Big Mac. This would be a gap. This gap can be fixed by having in fine print under the picture saying something about how the burger will not look as ‘elegant’ as the picture. It can also be fixed by not including a picture on the menu but this might have a negative effect because many customers order from what they see not necessarily what they read.
I believe that the SERVQUAL model is helpful to marketers and management if used properly. The SERVQUAL model helps outline the potential gaps any organization/company will encounter but it is up to management to step in and actually fix these gaps. If the gaps are addressed then I believe that management is using the SERVQUAL model to their advantage.

Shoemaker, S. "Marketing Services." Marketing Essentials in Hospitality and Tourism: Foundations and Practice. N.p.: Pearson / Prentice Hall, 2008. 46-47.
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