21.8.4 Delivery Gap
When the actual service offered differs from the supplier’s stated service delivery
policies (what the customer expected), a delivery gap has occurred. This may be due
to:
(1) employees not knowing the product
(2) the company’s inability to match supply with the demand
(3) human resources policies being deficient
(4) a cohesive teamwork missing in the service delivery
This gap can be mitigated by safeguarding that performance matches established
standards by:
(a) internal marketing
(b) providing the proper technology, tools, and equipment
(c) training and empowering employees
(d) ensuring retention of high-performance employees
21.8.5 Communications Gap
Through advertising, the supplier may send out an external (marketing) communication which creates erroneous expectations among customers. Conversely, the
supplier may communicate and promise things that are not in harmony with what
it can actually provide. Communication gaps may entail customer dissatisfaction, in
turn leading their seeking an alternative supplier, or their spreading this dissatisfaction. Causes of this communication gap include:
(1) inadequate internal communications between teams
(2) no coordination between operations and advertising teams
(3) overpromising.
This gap can be diminished by ensuring that the service offered matches the
promises made through:
(a) staff participation on advertising campaigns
(b) advertisement with real customers, real employees, real reviews, etc.
(c) getting approval of the operations team for the advertising campaigns
(d) a realistic management of customer expectations.
21.8 The GAP Model of Service Quality
613
When the actual service offered differs from the supplier’s stated service delivery
policies (what the customer expected), a delivery gap has occurred. This may be due
to:
(1) employees not knowing the product
(2) the company’s inability to match supply with the demand
(3) human resources policies being deficient
(4) a cohesive teamwork missing in the service delivery
This gap can be mitigated by safeguarding that performance matches established
standards by:
(a) internal marketing
(b) providing the proper technology, tools, and equipment
(c) training and empowering employees
(d) ensuring retention of high-performance employees
21.8.5 Communications Gap
Through advertising, the supplier may send out an external (marketing) communication which creates erroneous expectations among customers. Conversely, the
supplier may communicate and promise things that are not in harmony with what
it can actually provide. Communication gaps may entail customer dissatisfaction, in
turn leading their seeking an alternative supplier, or their spreading this dissatisfaction. Causes of this communication gap include:
(1) inadequate internal communications between teams
(2) no coordination between operations and advertising teams
(3) overpromising.
This gap can be diminished by ensuring that the service offered matches the
promises made through:
(a) staff participation on advertising campaigns
(b) advertisement with real customers, real employees, real reviews, etc.
(c) getting approval of the operations team for the advertising campaigns
(d) a realistic management of customer expectations.
21.8 The GAP Model of Service Quality
613