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Gaps Model of Service Quality
A model that helps identify and close gaps in service quality to enhance customer satisfaction.
Gap 1
The gap between customer expectations and management perceptions.
Gap 2
The gap between management perceptions and service quality specifications.
Gap 3
The gap between service quality specifications and service delivery.
Gap 4
The gap between service delivery and external communications.
Gap 5
The gap between customer expectations and customer perceptions.
Relationship Marketing
A strategic orientation that focuses on keeping and improving customer relationships with current customers rather than acquiring new customers.
Customers as Strangers
Customers who are unaware of or have not had any transactions yet.
Customers as Acquaintances
Customers who have achieved awareness and trial, and familiarity is established.
Customers as Friends
Customers who have a unique offering and trust has been created.
Customers as Partners
Customers who receive highly personalized and customized offerings, and commitment has been created.
Confidence Benefits
Feelings of trust and confidence in the service provider.
Social Benefits
Familiarity and social relationships with the service provider.
Special Treatment Benefits
Being given a special deal or price, and getting the benefit of the doubt.
Economic Benefits
Increased purchases over time and lower cost for the firm.
Customer Behavior Benefits
Free advertising through word of mouth and customer voluntary performance.
Human Resource Management Benefits
Making employees' jobs easier, providing social benefits for employees, and employee retention.
Relationship Drivers
Factors that influence the strength of the customer-firm relationship.
Financial Bonds
Customers tied to the firm primarily through financial incentives.
Social Bonds
Customers tied to the firm
Customization Bonds
both social and financial bonds
Structural Bonds
providing services that are frequently designed right into the service delivery system for the client
Relationship Drivers (switching barriers)
Customer Inertia
Switching Costs
benefits for the firm
economic benefits
customer behavior benefits
human resource managment benefits
benefits for the customer
confidence benefits
social benefits
special treatment benefit
Note 
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