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Customer Satisfaction gaps

Company

Customer

Expected service

Perceived service

Service delivery

Customer-drivenservice designs and

standards

Companyperceptions ofCustomerexpectations

Externalcommunications

to customers

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Gap 1:Customer & Company expectations of service

Expected service

Perceived service

Service delivery

Customer-drivenservice designs and

standards

Companyperceptions ofCustomerexpectations

Externalcommunications

to customers

Company

Customer

Gap

1

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Gap 1:Customer & Company expectations

Inadequate marketing research orientation

Insufficient market research

Research not focussed on service quality

Inadequate use of market research

Lack of upward communication

Lack of interaction between management and customers

Insufficient communication between employees and managers

Too many layers between employees and upper management

Insufficient relationship focus

Lack of market segmentation

Focus on transaction rather than relationships

Focus on new customers rather than relationship customers

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Expected service

Perceived service

Service delivery

Customer-drivenservice designs and

standards

Companyperceptions ofCustomerexpectations

Externalcommunications

to customers

Company

Customer

Gap 2

Gap 2Customer & Company standards

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Gap 2CUSTOMER & COMPANY STANDARDS

ABSENCE OF CUSTOMER-DRIVEN STANDAR

INADEQUATE LEADERSHI

POOR SERVICE DESIG

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Gap 3

Customer standards & delivered serviceExpected service

Perceived service

Service delivery

Customer-driven

service designs andstandards

Companyperceptions ofCustomerexpectations

Externalcommunications

to customers

CompanyCustomer

Gap 3

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Gap 3:Customer standards & delivered service

Deficiencies in human resource polic

Failure to match supply and dema

Customers not fulfilling ro

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Gap 4:

MISCOMMUNICATION

Source: Zeithaml

(1996)

Expected service

Perceived service

Service delivery

Customer-driven

service designs andstandards

Companyperceptions ofCustomerexpectations

Externalcommunications

to customers

CompanyCustomer

Gap 4

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Gap 4:Miscommunications

Ineffective management of customer expectations

Over promising

Inadequate communications

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Gap 5:Expected and perceived service

Expected service

Perceived service

Service delivery

Customer-driven

service designs andstandards

Companyperceptions ofCustomerexpectations

Externalcommunications

to customers

CompanyCustomer

Gap 5

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Gap 5:Expected and perceived service

The gap between the service which the

customer expected and thatperceived by the

customerto have been delivered.

This gap is directly to results from any and all

of the other four gaps.

Addressing each of the other gaps will narrowthe all-important service gap which is not itself

directly within enterprise control.

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Productvalue

Servicesvalue

Personnelvalue

Imagevalue

Psychic

cost

Energy

cost

Time

cost

Monetary

cost

Customer delivered

value

Total customervalue

Total customer

cost

Customer Delivered Value

1999 Prentice-all Canada Inc!" Scar#orough" $ntario

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Think About ItThink About It!!

Should companies encourage

customers to complain?

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Think About ItThink About It!!

How does a company findout defects?

CASE STUDY

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Think About ItThink About It!!

Should companies encourage

customers to complain?