Service Marketing Chapter 7

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