Customer Gap And Customer Relationship

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Customer Gap – The customer gap is defined as the difference between the customer’s expectations of the service and the customer’s perceptions of the service, when the difference is negative it results in customer dissatisfaction (REFERNECE). Customer expectations are standards that customers bring into the service experience that they use as reference points to judge the performance of the service (REFERENCE), whereas customer perceptions are subjective assessments based upon the customer’s actual experience of the service (REFERNCE). The type of service encounters the customer experiences can affectively widen or narrow the customer gap (REFRENCE). Service encounters occur anytime the customer interacts with the service.(REF JOURNAL…show more content…
ADJOINING SENTENCE Satisfaction is the customers evaluation of the service once it has been delivered in terms of whether or not it has met the customers expectations (REFERENCE). If the service falls short of the customer’s expectations, it causes the customer to feel dissatisfaction. The primary sources of displeasure in this incident where spontaneity and recovery. Spontaneity refers to any unprompted actions of employees that result in notable satisfactory or dissatisfactory service (REFERENCE). The primary spontaneity service behaviour that the customer experience was the employee being rude to the customer: ‘The man then rudely told me….’ which made the customer ‘feel very offended and upset’. Recovery refers to the response of employees to customer complaints and disappointments due to a failure in the service delivery (REFERENCE). There were two main service behaviours that lead to customer dissatisfaction in this incident: blaming the customer for the problem, and leaving the customer to fend for themselves. Blaming the customer for the problem occurs when the employee doesn’t take any responsibility for the dissatisfying incident, but rather blames it on the customer. ‘she said she did offer to help me with my claim and I had refused her help’. Leaving the customer to fend for themselves means that the customer was left to deal with the problem on their own without any aid from
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