Providing Great Service: The Gaps Model

The Five Key Service DimensionsTangibles: Appearance of physical facilities, equipment, personnel, and communication materials.

Reliability: Ability to perform the promised service dependably and accurately.

Responsiveness: Willingness to help customers and provide prompt service.

Assurance: Knowledge and courtesy of employees and their ability to inspire trust and confidence.

Empathy: Caring, individualized attention the firm provides its customers.

there are 4 types of providers gaps are there.they are:

Provider Gap 1: Not knowing what customers expect

Provider Gap 2: Not selecting the right service designs and standards

Provider Gap 3: Not delivering to service standards

Provider Gap 4: Not matching performance to promises

Certainly, providing great service is not easy, and it requires a diligent effort to analyze the service process piece by piece in order to improve it. We now examine what is known as the Gaps Model, which is designed to highlight those areas where customers believe they are getting less or poorer service than they should (the gaps) and how these gaps can be closed.

Bangladesh is a over populated country.There are many problems in Bnagladesh.one of the major problem is is health service problem.thousands of people are suffring for proper health service in Bangladesh.

Consumer expectation and service providers gap is huge in public health service.So we are gong to discuss about public health service gaps perticularly

about BONGOBONDHU SHEIKH MUJIB MEDICAL COLLAGE UNIVERSITY

1.THE LISTENING GAP

WHAT IS LISTENING GAPGap between consumer expectation and management perception: This gap arises when the management or service provider does not correctly perceive what the customer wants or needs. For instance – hotel administrators may think guests want better food or in-house restaurant facilities, but guests may be more concerned with the responsiveness of the staff or the cleanliness of their rooms.

Inadequate marketing research orientation includes 3 key points

1.Insufficient marketing research

2.Research not focused on service quality

3.Inadequate use of market research

From the perspective of the BSMMU they don’t have any market research team who can research the market and can focus on service quality.

Lack of upward communication1.Lack of interaction between management and customers

2.Insufficient communication between contact employees and managers

3.Too many layers between contact personnel and top management

In the BSMMU it is really hard to found any upper management that they are communicating with the customers .so there is huge gap between customers and top management.

There are also too many layers between contact personnel and top management.so it is really hard for the patients or the customer to communicate with them.

Insufficient relationship focus1.Lack of market segmentation

2.Focus on transactions rather than relationships

3.Focus on new customers rather than relationship customers

In BSMMU or any public hospitals in Bangladesh they don’t really care about any relationship with the customers.Actually they don’t believe in it.they only focus on the transaction with the customers.nothing else.

Inadequate service recovery1.Lack of encouragement to listen to customer complaints

2.Failure to make amends when things go wrong

3.No appropriate recovery mechanisms in place for service failures

In the BSMMU there is no system for complaining. there is nobody to listen the complaints. Patients go here and there to complain but no body listens and take appropriate action. Patients also gets harassed if they went to complain against some body.

There is no appropriate recovery mechanisms in place for service failures.

2.SERVICE DESIGN AND STANDARD GAPS

WHAT IS SERVICE DESIGN AND STANDARD GAPSGap between management perception and service quality specification: This is when the management or service provider might correctly perceive what the customer wants, but may not set a performance standard. An example here would be that hospital administrators may tell the nurse to respond to a request ‘fast', but may not specify ‘how fast'.

Poor service design1. Unsystematic new service development process2. Vague, undefined service designs

3. Failure to connect service design to service positioning

In the public hospital like BSMMU there is no system or research prgramme to identify the customer needs.so there are no process going on when they are designing the a new service.

After that for vogue and undefined service customers or the patients actually have no clue that how can get the survive and what is the procedure.

Absence of customer-driven standards

1. Lack of customer-driven service standards2. Absence of formal process for setting service quality goals

In BSMMU there are no minimum standard maintain by its authority.They don’t really aware of the customer needs.they don’t have the quality work force to provide the best service quality.they don’t have the quality doctors who can give the better treatment towards its patients.

Inappropriate physical evidence and servicescape

1. Failure to develop tangibles in line with customer expectations

2. Services cape design that does not meet customer and employee needs

3. Inadequate maintenance and updating of the servicescape

BSMMU have really poor back dated servise design. Beside that there are back dated lack of medicl equipment are present.

Modern treatment facility are nt over there. So the patients can get the proper treatment over there.

3.THE SERVICE PERFORMANCE GAP

THE SERVICE PERFORMANCE GAP

Gap between service quality specification and service delivery: This gap may arise in situations pertaining to the service personnel. It could happen due to poor training, incapability or unwillingness to meet the set service standard. An example would be when a doctor's office has very specific standards of hygiene communicated but the hired staff may have been poorly trained on the need to follow these strict protocols.

Deficiencies in human resource policiesa. Ineffective recruitmentb. Role ambiguity and role conflictc. Inappropriate evaluation and compensation systemsd. Lack of empowerment, perceived control, and teamwork

First problem we have noticed that in BSSMU is that Ineffective recruitment. There is corruption every where. If any one want to get a job in the BSMMU then he have to spend money. People get recruited basis of power and money not basis of the quality.

There is also a conflict going on to employees of the political parties.Every one is concentrated to get the power ad money.no one is concentrated to provide quality service.

Customers who do not fulfill roles

1. Customers who lack knowledge of their roles and responsibilities2. Customers who negatively impact each other

AS the employees get their job basis on the money not on the knowledge andand the quality they don’t have the knowledge that how to provide the appropriate service to the patients or the customers.

Problems with service intermediaries

1. Channel conflict over objectives and performance2. Difficulty controlling quality and consistency3. Tension between empowerment and control

common complaints against public hospitals include the apathy of doctors and nurses regarding their job and negligent attitude towards the patients. There are allegations of negligence, absence in the workplaces, misbehaving with patients, utter disregard for accountability, tendency to ask for 'commission' and general corruption.

In the BSMMU brokers are every where.if you have the money then you will get every thing. that is the unsystematic system going over there.

There is no chain of command who can control the quality and consistency of the service.

Failure to match supply and demand

Failure to smooth peaks and valleys of demand

Capacity of the BSMMU is too low towards its high volume of the customers. Beds of the BSMMU is really limited towards its huge demand. other pathological equipment are also limited. for that reason patients have to wait for the longtime to get a service.

4.THE COMMUNICATION GAP

WHAT IS THE COMMUNICATION GAPGap between service delivery and external communication: Consumer expectations are highly influenced by statements made by company representatives and advertisements. The gap arises when these

assumed expectations are not fulfilled at the time of delivery of the service. For example – a hospital printed on its brochure may have clean and furnished rooms but in reality, it may be poorly maintained – in this case the patient's expectations are

Lack of integrated services marketing communications1. Tendency to view each external communication as independent2. Absence of strong internal marketing program

IT is a matter of regret that there is no internal or external marketing program in the BSMMU.As there is no marketing team there is no marketing programme is going on there or it is really hard to found any marketing statement.

Ineffective management of customer expectations

1. Absence of customer expectation management through all forms of communication

2. Lack of adequate education for customers

Overpromising1. Overpromising in advertising2. Overpromising in personal selling

3. Overpromising through physical evidence cues

AS it si the Govt. organization govt. always overpromises when they get s the power.but end of the day every thing remais same.nothing is changed.mis management every where happening over and over.

Inadequate horizontal communicationsInsufficient communication between sales and operations

Insufficient communication between advertising and operations

Differences in policies and procedures across branches or units