33.How has social media changed the way marketers and consumers communicate with one another? How has it changed who is in control of the communication? (Points : 0.5) | First, marketers must realize that they often do not control the content on social media sites. Second, the ability to share experiences quickly and with such large number of people amplifies the impact of word of mouth in a way that can eventually affect a company's bottom line. Third, social media allow marketers to listen. It is no longer one way communication. Marketers now can actually have conversation with customers and get feedbacks. Fourth, social media also provide more sophisticated methods of measuring how marketers meet and interact with consumers than …show more content…
Low price, discount coupons, events, or campaigns can be used for promotion. | Instructor Explanation: | | | | | 5. Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality. Discuss ways that marketers can close each gap. (Points : 0. . | Question : | Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality. Discuss ways that marketers can close each gap. | | | Student Answer: | | This is gap 3. Gap 3 is due to the inability of management and employees to do what should be done. Management should ensure that employees have the skills and the proper tools to perform their jobs. Other techniques that help to close gap 3 are training employees so they know what management expects and encouraging teamwork. | | Instructor Explanation: | GAP 1 is the gap between what customers want and what management thinks customers want. This gap results from a lack of understanding or a misinterpretation of the customers’ needs. To close gap1, firms must stay attuned to customers’ wishes by researching customer needs and satisfaction.GAP 2 is the gap between what management thinks customers want and the quality specifications that management develops to provide the service. Essentially, this gap is the result of management’s
Gap One will widen if healthcare organizations primarily focus on operational issues instead of building relationships with consumers (O'Connor, Trinh , & Shewchuk, 2000). An example of closing Gap One is seen in the airline industry. A study done by Gourdin and Kloppenborg (1991) revealed that while the airline industry perceived that providing beverage service on short flights was important to consumers; consumers do not value this service. The study revealed that consumers saw the hurried beverage service as an annoyance rather than a valued service.
The second Provider Gap, The Service Design and Standards Gap, is finding the middle ground, or understanding, of the customers’ expectations and meeting that with service quality specifications that employees can execute (Zeithaml et al, 2009). Virgin Mobile USA had to be able to provide uninterrupted phone service and tangible items that provided recognition of their brand to customers. Their phone service should be reviewed and compared with competitors’ services to ensure relevancy of their services to potential customers.
* Customer Dissatisfaction - Delivery and quality problems invariably result in decreased customer satisfaction, which may be compounded by poor service
The diagram above outlines the customer service gap. Customer satisfaction refers to a person’s belief on the service provided to the. It describes whether the services accorded to them was a success or was it a failure. The expected service on the other hand refers to what your consumer wants whereas the perceived services is what they feel they have received. The gap is what Nordstrom Inc. is striving to close. Business enterprises should strive to ensure that customers receive what they expect(Nordstrom & Lattin, 2008). They should lay down procedures or steps that will aid in closing up the gap that exists.
Question3: Analyze Jyske bank’s success using the service quality gaps model found in Chapter 2. What are Jyske Bank’s strategies for closing the 5 gaps in the model?
• Knowledge gap – This is the difference between customer expectations and the service firm’s perception of the customer’s expectations, needs etc.
A GAP model approach refers to the following five Gaps of service quality in operations in which a Gap Model is split. (Parasuraman et al, 1985).
We cannot deny how big of an impact social media has on our lives now, not only on people but businesses too. It has opened a whole new door to the business world and given them a big opportunity to interact and attract a larger amount of customers. It’s given us a new and faster way of communication by exchanging pictures, stories, news, blogs, online discussions, etc. In exchange businesses have benefited by a long shot just by the click of a button. With the help of the Internet a company no longer is dependent on a particular customer base to survive because now it can reach out to a worldwide audience within seconds. It’s imaginable the countless business attributes of all social media to this day and still is growing. Social media
Sometimes the service offered by a company doesn’t satisfy customers’ requirements. In order to join up with customers’ concept, managers can refer to Service Gaps Quality. There are 5 main gaps.
In today's competitive environment checking service quality is considered as an important strategy to retain the customers. Gap analysis is a tool to check the differences between standards set and service delivered.
Parasuraman et al. (1985) suggest that service quality is judged on following parameters: tangibles, reliability, responsiveness, assurance, and empathy. Which service parameters do you think matters the
The gap is between service quality specifications and service delivery, where employees can improve to meet the standard set by Hyundai and leave up brand values. According to Dibb & Simkin, 2012 the specific employees dealt with, were front line staff which made customers feel that they were not welcome.
Sureshchandra, Rajendran and Anantharaman (2002) identified five critical aspects of service quality from the customers point of view namely core service/service product, human element of service delivery, systematisation of service delivery, tangibles of service and lastly social responsibility in order to conceptualise service quality. Table 1 will further provide an explanation to the five critical aspects of service quality as outlined by Sureshchandra et al (2002).
In today’s business environment, the success of a business depends a lot upon the level of satisfaction of its customers. Word of mouth, social media, all play an important role in creating a brand image of the product. In such a case, existence of a service gap can cause significant damage to the business of the company.