Page 110 - DMGT510_SERVICES_MARKETING

Unit 6: Service Quality

Gap 4: Service Delivery – External Communications to Customer Notes

This is essentially a communication gap. The gap is the difference between service delivery
intention and capability and what is being communicated to the customers. An over-hyped
communication raises the expectations of the customer - and his benchmark of service quality
and his expectations from the service delivery sky-rocket. It will be difficult then for the firm to
meet the expectation and there would inevitably be a shortfall. The tragedy is the customers
would have been satisfied without the hype. But now they go back with memories of
disappointment and are actually dissatisfied. This results from inadequate communication from
the firm.

Example: Doordarshan, the much-maligned state TV broadcaster, would announce a
certain programme, say an interview with Mr. Amitabh Bachchan, to be broadcast at 7 p.m. and
they would fail to do so at that hour - creating huge disappointment. The viewers would curse
and would not forgive DD despite an apology - even if one were forthcoming.
The causes of Gap-4 are:
Lack of cohesiveness in marketing communications;

Absence of strong internal marketing programme, not being able to meet customers’

expectations through communications;
Over-promising in advertising and personal selling;

Inadequate horizontal communication between sales and operations;

Differences in policies and procedures across branches, etc.

Figure 6.1: Gaps Model of Service Quality

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