Gaps in Service Delivery

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UNIVERSITY OF ZIMBABWE NAME: SOKO TINASHE COURSE: SERVICES MARKETING ASSIGNMENT: "Gaps at any point in service delivery and design damage relationships with customers." Parasurama (1988), Ziethmal (1990). In cite of this statement what gaps can occur in service quality and how can service marketing reduce them? (25) Knowing what customers expect is the first and possibly the most critical step in delivering service quality (Kotler 2000). Ziethmal et al (1988) propounds that the central focus of the gaps model is to close the all important the customer gap - the difference between customer expectations and perceptions. According to Seaton and Bennett (1996) the gaps model suggest four provider gaps which need to be closed which…show more content…
Because services are perishable and cannot be inventoried, service companies often lack the capacity to handle over demand and loss sales. Marketing strategies for managing demand such as price changes, promotions and alternative service offering can supplement approaches to managing supply. Gap 3 can also be narrowed by backing standards to deliver better service performance with the appropriate resources in the form of people, systems and technology. Internal marketing and human resources management can be utilized to minimize the gap by an effective hiring, monitoring process and developing reward services. Companies should take advantage of the technologies available that make it easier for agents, customers and channel partners to find what they need in order to solve customers’ problems (Besson 2004). For instance, Econet broadband has a content and knowledge management system featuring a sophisticated technical content search and display engine complemented by new technical knowledge management processes and infrastructure that substantially reduce calls costs and support time while enhancing first-call problem resolution. Kotler (2000) suggests that employees at all levels must be aligned with a service vision of what the organization is trying to accomplish. Employees need to be trained to offer assistance rather than waiting for a patient to ask for help. Because consumers generally prefer the human touch when seeking

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