Customer Service Excellence

4474 Words Jan 22nd, 2012 18 Pages
CUSTOMER SERVICE EXCELLENCE

Today’s customers are more aware and empowered, and have more bargaining power due to the exponential increase in competition – direct, indirect or substitute. In retailing, they want hassle-free shopping, have less time at their disposal to locate the shop and the merchandise and are reluctant to keep waiting. The modern format retail stores are doing their best to anticipate the customer’s demands and are going all out to redesign their store interiors, offer more choices in varieties and assortments, and are giving as many services as feasible.

Service firms are increasingly using customer service to develop sustainable competitive advantage – through value generation as well as differentiation. This
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The model is indicative for the service marketer of the requirements for providing high quality service.

• Knowledge gap – This is the difference between customer expectations and the service firm’s perception of the customer’s expectations, needs etc. • Standards gap – This indicates the difference between the service provider’s perception of the customer’s expectations and the customer service standards it set. • Delivery gap – This is the difference between the firm’s service standards and the actual service provided to customers. • Communication gap – This is the difference between the actual service provided to customers and the service promised in the firm’s promotions and external communications.

According to the model, the four gaps add up to the service gap. It implies that a method to reduce the service gap could be to reduce the four gaps, called the company gap.

Knowledge Gap

Standards Gap Service Gap

Deliver Gap

Communication Gap

Source : Adapted from A. Parasuraman, Valerie Zeithaml, and Leonard Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49 (Fall 1985)