Page 107 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes Self Assessment

Match the following sets:

Set A
1. You feel that the haircut you got is good even though others might not feel so.
2. Adventure sports like scuba diving and bungee jumping.
3. Time spent waiting in a salon leads to various perceptions regarding the dresser.

4. An airline’s services are designed to near perfection.
Set B
(a) Product based quality
(b) User based quality
(c) Manufacturing based quality

(d) Transcendental quality

6.2 Service Quality Models

6.2.1 Gap Model of Service Quality

This model can help a firm desirous of improving service quality to focus better on its strategies
and service processes. This model can not only be used to find and identify areas in service
delivery and designs (which might lack quality), but also measure and monitor quality in
service.

Quality in service is as perceived by the customer. There is no other way to either comprehend
or administer. As service is intangible; the only way to measure quality in service is to measure
the expectation of the customer before the receipt of service and measure his perception after the
experience, that is, the service encounter. The gap between the two is a measure of the service
quality. The larger the gap, the worse is the service quality; the narrower the gap, better the
service quality of the firm; i.e., the firm is successful in meeting the customer’s expectations... so
far.

!

Caution Since consumer expectations keep inching upward constantly, so must the
quality of service.
the measurement of the expectation of the customers (in this case, students) before

the service delivery (before admission), and
the measurement of perception of the experience, after the service encounter (after

admission, during the 2-year course and after the convocation);
Thus measuring the gap between the two.

The model professes two types of gaps:

The Customer Gap
Customer Gap is the gap between customer expectations and customer perceptions. This, in
other words, is the service quality shortfall as seen by the customers. Customers develop

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