This website uses cookies to ensure you have the best experience. Learn more

Interactive Service Quality Gap Essay

3714 words - 15 pages

Analysis of the Interactive Service Quality Gap and the Organizational Dependence Dimensions of Small and Medium Enterprises (SMEs) in Hong Kong

1. Introduction
Service with a smile used to be enough to satisfy the customers. However, nowadays, some service firms would like to differentiate themselves in the marketplace by offering a service guarantee. Nevertheless, the service quality is a complex topic.

Service quality is an important construct in service marketing, industrial marketing, relationship marketing and consumer marketing. The various dimensions of a relationship interact and self-organize into a mutually consistent pattern of performance, perceptions, and ...view middle of the document...

Satisfied customers are the driving forces lead to the company prosperity. But it is difficult to measure the service quality. As customer satisfaction is determined by many intangible factors and psychological features. Many definitions of service quality are available, but the one which is commonly used is defined as the extent to which a service meets customers’ needs or expectations (Lewis and Mitchell, 1990[4]; Dotchin and Oakland, 1994a[5]; Asubonteng et al., 1996[6]; Wisniewski and Donnelly, 1996[7]).

Service quality thus is defined as the difference between customer expectations of service and perceived service. If expectations are greater than performance, then perceived quality is less than satisfactory and hence customer dissatisfaction occurs (Parasuraman et al., 1985[8]; Lewis and Mitchell, 1990[9]).

In order to maintain a long-term customer relationship and become a prosperous service encounter, company have to focus on the interactive service quality gap within the organization. For those the three SMEs encountered were examined as below.

2.1 Beauty Salon
The beauty salon is a reputed, quite successful small cosmetology services provider in its district. That’s why it can have over three hundred customers who regular visited and enjoyed its wide range of services each month. Also, the number of membership is increasing dramatically. However, some of its quality of service has the positive gaps while some are negative.

Yoga programs are organized by providing wider range coverage of the value added service to the customer. The intention of starting on this program is good. It is because the founder believed that beauty should not be only focused on the exterior. Interior is also important, especially Hong Kong people are living under busy and stress. In order to get relax after work, doing yoga is simply the best and effective way to improve the life style. But its customers do not think the same. Some of them deem that the programs organized are not up standard and expensive. Therefore, this service lies on the first priority level of the hierarchy of priorities of the interactive service quality which has to be remedied the soonest.
The first priority level occurs when the service provider’s perspective is positive and the service receiver’s perspective is negative. This means that the beauty salon had overestimated the service quality being offered to its customers. As a result, it has to carry out a close examination of the negative dissonance of interactive service quality. It is urgent to achieve at least congruence between the two perspectives.

In order to closer these service quality gaps, the beauty salon has to understand the due course. It is recommended the beauty salon to provide more information about the benefit of enjoying yoga. Educate and canvass the customers for a trail in order to change their mind. Since some of the customers judged the professionalism of the yoga trainers, thus,...

Other Papers Like Interactive Service Quality Gap

Status Quo Essay

909 words - 4 pages handle this risks by: -Rely on reputable companies -Look for warranty and guaranties -Visit the service facility -Asking for Knowledge and experience -Using Internet to compare attributes of the service/product * SECTION B * 3- Service quality model ( 7 Gaps) GAP 1: Gap between consumer expectation and management perception: This gap arises when the management or service provider does not correctly perceive what the

Excellence In Communication To Aid Service Delivery In Pension And Financial Industries

1727 words - 7 pages the understanding and become conscious of the importance of excellent communication skills in bridging the gap between service delivery and promises. Presentation Outline Definition of Communication Types of communication Communication process Importance of communication What is excellent communication? Communication - challenges and barriers How to improve communication ability Financial Service Industry – a focus on Pension service

Service Management

1811 words - 8 pages gaps are: Management Perception gap (Gap 1), Marketing gap (Gap 2), Service Quality Specification gap (Gap 3), Service Performance gap (Gap 4) and Consumer Expectation gap (Gap 5). The naïve expert customer entered the restaurant based on personal needs and expected a certain level of service from past experiences dining in other restaurants. The customer experienced Gap 5 of the SERVQUAL model; described to be the difference between customer

Service Marketting

1393 words - 6 pages , "Ramstore" is one of the best hypermarkets in Almaty.I support "Ramstore's" strategy, because of the following reasons: high service quality, internal marketing, service guarantee, and customer loyalty.Service quality is based on a comparison between what the customer feels should be offered and what is provided (Watson et al 1998). There are five gaps that cause unsuccessful delivery determined by researches. "Ramstore" doesn't have any gap

Google Failure in China

2720 words - 11 pages officials unhappy and very disappointed. What's more, is that Google’s monitoring system had detected a break-in of Google’s computer system and some of the company’s most precious intellectual property had been stolen. Finally after such problems, disputes with the government and service delivery failure, Google decides not to carry censorship for the Chinese government. 3. Article relationship to service marketing concepts Quality is a very

Project Proposal

873 words - 4 pages advance and deepen the knowledge about perceived service quality and obtained service quality. We have decided to conduct research with Equity Property Management limited, a rising real estate business. A service gap analysis will be done with the information gathered by the research. We have chosen Equity because it is one of the up growing businesses in Bangladesh. We have also an easy excess in the information of this company. So it will help

Service Quality

1499 words - 6 pages of the relationship between service quality and customer satisfaction, then finding the gap and reasons for the pointed gaps, and why customer expectations and emotions are vital to service provider and finally the recommendation for further improvements in customer satisfaction maximization. Part I. Customer satisfaction is the utility a customer derive from consumption of a given service. Nevertheless (Giese and Cote) customer

Service Quality Surveys

1360 words - 6 pages Service Quality Surveys Many organizations struggle with measuring service quality appropriately. The most popular survey form is based on five dimensions that are “consistently ranked by customers to be most important for service quality, regardless of service industry” (Qualtrics, 2015, para. 1). The dimensions are tangibles, reliability, responsiveness, assurance, and empathy. These dimensions are utilized to measure the gap between

Gap Inc Matrix

746 words - 3 pages | | |independent variables. The dependent variable is: the sales in Puerto Rico; Independent variables: | | |customer service preferences, customers’ acquisition power, Gap. Inc ( marketing strategies to convince | | |customers to buy clothes online, consumer clothing preferences (men, women, children and baby clothes), and

Service Marketing

1975 words - 8 pages GauravProject Report On Submitted as a part of CONTINUOUS ASSESSMENT- 2 For the partial fulfillment of award of degree of Master of Business Administration Submitted by | Submitted to | Ghanshyam Mishra | Dr. R.Chatterjee | | | Batch No-3 | | School of Business Dec 2012 Gaps Model of Service Quality Perceived Service Expected Service CUSTOMER COMPANY Customer Gap GAP 1 GAP 2 GAP 3 External

Green Marketing

1670 words - 7 pages four gallons, to cancel or withdraw the offer of a coin. FINDINGS: Web and paper advertisement are both communications anticipating contracts made to the public, nevertheless the issue of web advertisement deserves discussion because of the distinct features of web communication. Interactive feature of many web advertisements, the irrelevance of the limited stock argument in web advertisement trading digital service, the utilisation of

Related Essays

Service Quality: The Future Of The Services Industry

1648 words - 7 pages quality and strived to narrow the gap between the customers perceptions of service and their expectations in order to deliver a quality service that linked to customer satisfaction, retention and patronage. This relisation that service quality was an important source of competitive advantage and long-term profitability for service organisation’s advocated the paradigm shift in marketing from a focus on manufacturing quality to incorporate service

Marketing Services Ebay Customer Service Essay

3374 words - 14 pages ., 2004, p114). * “The final pivotal strategy for closing gap 1 involves knowing and acting on what customers expect when they experience a service failure” (Bell et al., 2004, p114). If the service failure recovery did not meet the customer expectation, it is important that the case is documented and studied (Bell et al.2004, p114). It is important that EBay continues to develop their employees ‘abilities in order to deliver service quality

Jyske Bank Case Study Report

1199 words - 5 pages the model? Ans3. Customer Gap – This gap seemed to be quite minimal as the difference between the expected service level and perceived service level was less. They created a positioning strategy wherein they created a niche market of customers to whom they could provide a high level of quality service and could charge the appropriate price for it as these were extremely valuable customers. Service Provide Gap: • Listening Gap – By creating a

Assignment 2

3133 words - 13 pages characteristics 5 4.0 Consumer behavior 6 5.0 Service blueprinting 7 6.0 Service quality gap model 8 7.0 Service recovery 9 8.0 Conclusion 9 9.0 Reference list 11 1.0 Introduction Nowadays, services are becoming more important than products. Customers are getting more sophisticated and demanding. People start shopping around and trying to find the best price for the products or services they intend to purchase. Companies are all striving to