the gaps model of service quality case: technology spotlight team apple members: apple 、 sarah 、...
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THE GAPS MODEL OF SERVICE QUALITY CASE:
TECHNOLOGY
SPOTLIGHT
TEAMAPPLE
MEMBERS: Apple 、 Sarah 、 J
ustin 、 HowardBelle
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•Introduction
•How do technology close the Gaps•Customer Gap•Provider Gap
•Gap 1 – The Listening Gap•Gap 2 – The Service Design and Standards Gap•Gap 3 – The Service Performance Gap•Gap 4 – The Communication Gap
•Practical Case: traditional hotel in Taipei
•Q&A
OUTLINE
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Technology’s critical impact on the gaps models of service quality
TECHNOLOGY SPOTLIGHT
An early hallmark of service was the fact that they could not provided remotely.
But now, it can be delivered and consumed at anytime, anywhere!
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In contemporary society, what’s technology offering different opportunities to improve service quality compared to past? and how?
TECHNOLOGY SPOTLIGHT
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TECHNOLOGY SPOTLIGHT
STEP 1 STEP 2
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CUSTOMER GAP
Customer expectations
Perceived Service
Customer Gap
difference between customer expectations and perceptions
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KEY FACTORS LEADING TO CUSTOMER GAP
Customer Expectations
Word of mouth communications
Personal needs
Past experience
Perceived Service
Provider gap 1 : not knowing what customers expect
Provider gap 2 : not having the right service designs and standards
Provider gap 3 : not delivering to service standards
Provider gap 4 : not matching performance to promises
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1. The nature of services themselves has changed.• Self-service technologies
The personal photography industry VS digital camera
How do technology influence on customer gap
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2. Search web – view photos of service locations, compare prices, virtual tour• Compare and judge service
How do technology influence on customer gap
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not knowing what customers expect
PROVIDER GAP1 THE LISTENING GAP
Company perceptions of
customer expectations
Customer expectations
CUSTOMER
COMPANY
Gap 1:The Listening Gap
Perceived Service
1. Inadequate customer research orientation.
2. Lack of upward communication.
3. Insufficient relationship focus
4. Inadequate service recovery
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1. Marketing research conducted on the Internet.
How do technology influence provider gap 1
2. Technology-powered customer relationship management (CRM)
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Benefits of Online customer research, Internet research
- More willing respondents- The speed of collecting and analysis data- Equivalent or better data quality- The ability to target hard-to-reach populations
(high-income customers)- The opportunity to use multimedia to present- Less expensive (eliminates the postage, phone,
labor, and printing cost)- Respondents complete web-based surveys in half
the time.
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not having the right service designs and standards
PROVIDER GAP 2 THE SERVICE DESIGN AND STANDARDS GAP
COMPANY
Customer-driven service designs and
standards
Company perceptions of
customer expectations
CUSTOMER
Gap 2: The Service Design and Standards Gap
1. Poor service design
2. Absence of customer-driven standards
3. Inappropriate physical evidence and servicescape
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• design a highly standard service.Internet base information, transaction service, various smart service, Internet based companyExample : transaction service - Amazon
(book sale and services provided online)
How do technology influence provider gap 2
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Various smart services - connected carInternet based company - e-Bay, Facebook
How do technology influence provider gap 2
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technology based services - Health care (monitor patient condition, train physician)
How do technology influence provider gap 2
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not delivering to service standardsPROVIDER GAP 3 THE SERVICE PERFORMANCE GAP
Gap 3: The Service Performance Gap
CUSTOMER
COMPANY Service delivery
Customer-drivenservice designs and standards
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1. Deficiencies in human policies
2. Failure to match supply and demand
3. Customer not fulfilling roles
4. Problems with service intermediaries
KEY FACTORS LEADING TO PROVIDER GAP3
1. Allowed customer contact employees to meet the demands more efficient and effectives.
2. Customer can be more involved in co-creating and adding value to their expectation.
3. Facilitating customer participate in service delivery
How do technology solve those problems?
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1. ALLOWED CUSTOMER CONTACT EMPLOYEES TO MEET THE DEMANDS MORE EFFICIENT AND EFFECTIVES.
Example: Symantec Connect
Connect communities are where Symantec business customers, partners, and employees find solutions, share technical knowledge, and submit product ideas.
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2. CUSTOMER CAN BE MORE INVOLVED IN CO-CREATING AND ADDING VALUE TO THEIR EXPECTATION.
Example: LEGO CUUSOO: Co-Creating Platform
http://lego.cuusoo.com/
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not matching performance to promises
PROVIDER GAP4 THE COMMUNICATION GAP
CUSTOMER
COMPANY
Gap 4: The Communication Gap
Service deliveryExternal communications to customers
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1. Lack of integrated service marketing communications
2. Ineffective management of customer expectations
3. Over promising
4. Inadequate horizontal communications
5. inappropriate pricing
KEY FACTORS LEADING TO PROVIDER GAP4
1. Numbers of new channels which service firm can communicate with customers.EX: blog, targeted emails, communities
2. Online brand communities influence customer expectations for service firm. No matter it is controlled by customer or provider.EX: word-mouth communications
How do technology solve those problems?
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2.ONLINE BRAND COMMUNITIES INFLUENCE CUSTOMER EXPECTATIONS FOR SERVICE FIRM. NO MATTER IT IS CONTROLLED BY CUSTOMER OR PROVIDER.
Example: Myself Experience
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Practical Case: traditional hotel in Taipei
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GAP MODEL OF SERVICE QUALITY
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Use video to show the type of rooms, not only just use picture, but also we can use the technology of “Virtual Reality”, put the Virtual Reality on our website let customer can use that to feel more experience to our room.
CUSTOMER GAP
To reduce differences between room photos and entities
http://www.vrwebdesign.co.uk/nationalgallery/index.htm
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Design the booking system, let customer can more convince and faster to booking the room. When the room is booked, database can give the information of room to customer immediately. For example, now the capital hotel use the written to record the booking, it’s cause lots of mistake about the booking problem, may lead the customer bad feeling about the hotel.
PROVIDER GAP1THE LISTENING GAP
To predict customer’s need
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Use system to record customer’s respond and needs, any information about customer. Compare to traditional way to use hand to write down the record, is more easier to arrange and analysis the customer request and provide the real and more good service to customers. For example, when customer propose requirements to us, we use system to record, after the long-term record of the information, we can predict the customer request! Like when the winter come we will know customer may need more quilt and some heating things.
PROVIDER GAP 2 THE SERVICE DESIGN AND STANDARDS GAP
To design more complete booking system
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Customer service line use to had only one line, we cannot deal with other customers when line busy, through import CTI, the line can now have five seats, ready to take over for other customer service staff.
To improve the problem of busy customer service line
PROVIDER GAP 3 THE SERVICE PERFORMANCE GAP
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Collaborate with credible backpackers (ex. 食尚玩家 etc.) By providing free accommodation to exchange for sharing experiences through social networking sites to establish the network reputation.
PROVIDER GAP 4 THE COMMUNICATION GAP
To enhance word of mouth marketing by blogger
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THANK FOR YOUR KIND ATTENTION !