THE GAPS MODEL OF SERVICE QUALITY CASE:

TECHNOLOGY

SPOTLIGHT

TEAMAPPLE

MEMBERS: Apple 、 Sarah 、 J

ustin 、 HowardBelle

•Introduction

•How do technology close the Gaps•Customer Gap•Provider Gap

•Gap 1 – The Listening Gap•Gap 2 – The Service Design and Standards Gap•Gap 3 – The Service Performance Gap•Gap 4 – The Communication Gap

•Practical Case: traditional hotel in Taipei

•Q&A

OUTLINE

Technology’s critical impact on the gaps models of service quality

TECHNOLOGY SPOTLIGHT

An early hallmark of service was the fact that they could not provided remotely.

But now, it can be delivered and consumed at anytime, anywhere!

In contemporary society, what’s technology offering different opportunities to improve service quality compared to past? and how?

TECHNOLOGY SPOTLIGHT

TECHNOLOGY SPOTLIGHT

STEP 1 STEP 2

CUSTOMER GAP

Customer expectations

Perceived Service

Customer Gap

difference between customer expectations and perceptions

KEY FACTORS LEADING TO CUSTOMER GAP

Customer Expectations

Word of mouth communications

Personal needs

Past experience

Perceived Service

Provider gap 1 : not knowing what customers expect

Provider gap 2 : not having the right service designs and standards

Provider gap 3 : not delivering to service standards

Provider gap 4 : not matching performance to promises

1. The nature of services themselves has changed.• Self-service technologies

The personal photography industry VS digital camera

How do technology influence on customer gap

2. Search web – view photos of service locations, compare prices, virtual tour• Compare and judge service

How do technology influence on customer gap

not knowing what customers expect

PROVIDER GAP1 THE LISTENING GAP

Company perceptions of

customer expectations

Customer expectations

CUSTOMER

COMPANY

Gap 1:The Listening Gap

Perceived Service

1. Inadequate customer research orientation.

2. Lack of upward communication.

3. Insufficient relationship focus

4. Inadequate service recovery

1. Marketing research conducted on the Internet.

How do technology influence provider gap 1

2. Technology-powered customer relationship management (CRM)

Benefits of Online customer research, Internet research

- More willing respondents- The speed of collecting and analysis data- Equivalent or better data quality- The ability to target hard-to-reach populations

(high-income customers)- The opportunity to use multimedia to present- Less expensive (eliminates the postage, phone,

labor, and printing cost)- Respondents complete web-based surveys in half

the time.

not having the right service designs and standards

PROVIDER GAP 2 THE SERVICE DESIGN AND STANDARDS GAP

COMPANY

Customer-driven service designs and

standards

Company perceptions of

customer expectations

CUSTOMER

Gap 2: The Service Design and Standards Gap

1. Poor service design

2. Absence of customer-driven standards

3. Inappropriate physical evidence and servicescape

• design a highly standard service.Internet base information, transaction service, various smart service, Internet based companyExample : transaction service - Amazon

(book sale and services provided online)

How do technology influence provider gap 2

Various smart services - connected carInternet based company - e-Bay, Facebook

How do technology influence provider gap 2

technology based services - Health care (monitor patient condition, train physician)

How do technology influence provider gap 2

not delivering to service standardsPROVIDER GAP 3 THE SERVICE PERFORMANCE GAP

Gap 3: The Service Performance Gap

CUSTOMER

COMPANY Service delivery

Customer-drivenservice designs and standards

1. Deficiencies in human policies

2. Failure to match supply and demand

3. Customer not fulfilling roles

4. Problems with service intermediaries

KEY FACTORS LEADING TO PROVIDER GAP3

1. Allowed customer contact employees to meet the demands more efficient and effectives.

2. Customer can be more involved in co-creating and adding value to their expectation.

3. Facilitating customer participate in service delivery

How do technology solve those problems?

1. ALLOWED CUSTOMER CONTACT EMPLOYEES TO MEET THE DEMANDS MORE EFFICIENT AND EFFECTIVES.

Example: Symantec Connect

Connect communities are where Symantec business customers, partners, and employees find solutions, share technical knowledge, and submit product ideas.

2. CUSTOMER CAN BE MORE INVOLVED IN CO-CREATING AND ADDING VALUE TO THEIR EXPECTATION.

Example: LEGO CUUSOO: Co-Creating Platform

http://lego.cuusoo.com/

not matching performance to promises

PROVIDER GAP4 THE COMMUNICATION GAP

CUSTOMER

COMPANY

Gap 4: The Communication Gap

Service deliveryExternal communications to customers

1. Lack of integrated service marketing communications

2. Ineffective management of customer expectations

3. Over promising

4. Inadequate horizontal communications

5. inappropriate pricing

KEY FACTORS LEADING TO PROVIDER GAP4

1. Numbers of new channels which service firm can communicate with customers.EX: blog, targeted emails, communities

2. Online brand communities influence customer expectations for service firm. No matter it is controlled by customer or provider.EX: word-mouth communications

How do technology solve those problems?

2.ONLINE BRAND COMMUNITIES INFLUENCE CUSTOMER EXPECTATIONS FOR SERVICE FIRM. NO MATTER IT IS CONTROLLED BY CUSTOMER OR PROVIDER.

Example: Myself Experience

Practical Case: traditional hotel in Taipei

GAP MODEL OF SERVICE QUALITY

Use video to show the type of rooms, not only just use picture, but also we can use the technology of “Virtual Reality”, put the Virtual Reality on our website let customer can use that to feel more experience to our room.

CUSTOMER GAP

To reduce differences between room photos and entities

http://www.vrwebdesign.co.uk/nationalgallery/index.htm

Design the booking system, let customer can more convince and faster to booking the room. When the room is booked, database can give the information of room to customer immediately. For example, now the capital hotel use the written to record the booking, it’s cause lots of mistake about the booking problem, may lead the customer bad feeling about the hotel.

PROVIDER GAP1THE LISTENING GAP

To predict customer’s need

Use system to record customer’s respond and needs, any information about customer. Compare to traditional way to use hand to write down the record, is more easier to arrange and analysis the customer request and provide the real and more good service to customers. For example, when customer propose requirements to us, we use system to record, after the long-term record of the information, we can predict the customer request! Like when the winter come we will know customer may need more quilt and some heating things.

PROVIDER GAP 2 THE SERVICE DESIGN AND STANDARDS GAP

To design more complete booking system

Customer service line use to had only one line, we cannot deal with other customers when line busy, through import CTI, the line can now have five seats, ready to take over for other customer service staff.

To improve the problem of busy customer service line

PROVIDER GAP 3 THE SERVICE PERFORMANCE GAP

Collaborate with credible backpackers (ex. 食尚玩家 etc.) By providing free accommodation to exchange for sharing experiences through social networking sites to establish the network reputation.

 

PROVIDER GAP 4 THE COMMUNICATION GAP

To enhance word of mouth marketing by blogger

THANK FOR YOUR KIND ATTENTION !