Page 104 - DMGT510_SERVICES_MARKETING

Pretty Bhalla, Lovely Professional University Unit 6: Service Quality

Unit 6: Service Quality Notes

CONTENTS

Objectives
Introduction
6.1 Service Quality Issues

6.2 Service Quality Models
6.2.1 Gap Model of Service Quality

6.2.2 The Service Triangle Management Model
6.2.3 Service Triangle Marketing Model
6.2.4 SERVQUAL Model

6.3 Importance of Quality
6.4 Summary
6.5 Keywords

6.6 Review Questions
6.7 Further Readings

Objectives

After studying this unit, you will be able to:
Identify the service quality issues

Describe the Gap model

Discuss the Service Management Model

Explain the Service Marketing Model

Introduction

There are a lot of challenges that service marketers face due to the basic difference that prevails
between service and goods. Some of the challenges that they constantly face are:
Understanding customer needs and their expectations from service;

Tangibilising the service offering;

Dealing with different types and varieties of people – internal as well as external customers

– as also the delivery issues;
Keeping promises made to customers.

But the most intriguing challenge is the measurement and monitoring of quality.

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