Unformatted text preview: an close each gap.
GAP 1 is the gap between what customers want and what management thinks customers want. An
important step in closing this gap is to keep in touch with what customers want by doing research
on customer needs and customer satisfaction.GAP 2 is the gap between what management thinks
customers want and the quality specifications that management develops to provide the service.
This gap is the result of management’s inability to translate customers’ needs into delivery
systems within the firm, so management should concentrate on implementing service elements to
better meet customers’ needs.GAP 3 is the gap between the service quality specifications and the
service that is actually provided. Management needs to ensure that employees have the skills and
the proper tools to perform their jobs, and training, encouraging teamwork, and hiring employees
with the proper attitude can assist in this goal.GAP 4 is the gap between what the company
provides and what the customer is told it provides. This is clearly a communications gap, so to
close this gap, companies need to create realistic customer expectations through honest, accurate
communication about what the firms can provide.GAP 5 is the gap between the service that
customers receive and the service they want. This gap can be positive or negative, and providers
need to have a better understanding of what customers want and what they actually deliver.
KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB MSC: BLOOMS Synthesis 4. Define core services and supplementary services. Give an example of each for the following
services: a wedding consultant, a lawn-care service, and tutoring service.
The service is made up of a bundle of activities that include the core service, which is the most
basic benefit being purchased, and supplementary services that support or enhance the core
A wedding consultant’s core service would be planning a wedding. A supplementary service
might be promising an error-free wedding. The wedding consultant could also include additional
services like honeymoon planning.
The core service for a lawn-care service is a green, mowed yard. Supplementary services could
include cleaning the driveway, planting and maintaining flower borders, and watering when the
home owner is out of town.
The core service for a tutoring service is education. Supplementary services could include
mentoring, improvement in other classes than the one for which tutoring is needed, and a better
Students, of course, should generate many additional answers.
KEY: CB&E Model Product OBJ: 12-4 TOP: AACSB MSC: BLOOMS Synthesis 5. What are the five key issues to remember when developing distribution strategies for service
Convenience to customers Enough outlets to satisfy customers’ needs
Whether to provide direct or indirect
Location of service
Scheduling of when serv...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model