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Two key models in services marketing are the service gaps model and the service profit chain. Discuss the ethos and elements of - Essay Example

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Two key models in services marketing are the service gaps model and the service profit chain. Discuss the ethos and elements of

Challenge for the marketing managers is to identify the gap in the service delivery and then allocate both financial & non-financial resources to reduce the gap. Any gap in the service delivery should be identified in terms of customer’s perspective by the managers. It is critical for marketing managers of a service firm to identify the most cost effective way to close the service quality gaps.Service Quality. Discussion on service quality gap will be incomplete without shedding light on concepts like service quality. Wisniewski (2001) has pointed out that service quality is a relative term in context to industrial and organizational dimensions, for example, service quality indicators for a hospital cannot be equivalent with service quality indicators for a bank; hence one universally accepted definition of service quality is not possible. In such context, it can be said that although it is difficult to define service quality but the problem can be solved by identifying the gap in the service quality. According to Parasuraman et al (1985), service quality is the ability of the service firm to provide service according to expectation of customers; service quality gap is the difference between expected service quality by customers and perceived service. If perceived service quality is lower than the expected service quality, then customers get dissatisfied. ...Show more

Summary

Existing gap between service quality specification and service delivery process. In such cases, service providers successfully identify the expectation of customers and create specific performance standard to improve the service quality but fail to provide training to service personnel to meet the service standard…
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