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When customers evaluate retail service, they compare their perceptions of the service they receive with their expectations Customers are ________ when the perceived service meets or exceeds their expectations Customers are ________ when they feel the service falls below their expectations
customer may be satisfied with low levels of actual service in one store and dissatisfied with high service levels in another.
It introduces a framework, called the gaps model of service quality. Demonstrate that the most critical service quality gap to close is the customer gap, the difference between customer expectations and perceptions. Show that four gaps that occur in companies, which we call provider gaps, are responsible for the customer gap. Identify the factors responsible for each of the four provider gaps.
Customer evaluations of service quality are often based on the manner in which store emplyees provide the service. Most retailers have a 'Gap' - the difference between the promise and the actual delivered performance Most organisations involved in customer service have to rely on people to deliver that service people being only human do not always perform to specification. Customer service measurement is largely about measuring the Gap
Perceived service
Customer Gap
Provider Gap 3: Not delivering to service standards Provider Gap 4: Not matching performance to promises
Customer Perceptions
Gap 1
Lack of interaction between management and customers Insufficient communication between contact employees and managers Too many layers between contact personnel and top management
research More interactions between managers and customers Better communications between managers and service providers
Gap 2
quality service commitment Define the role of service providers Innovative solutions Set service goals Measure service performance
Gap 3
Service Delivery
and training Instrument and emotional support Internal communications Reduce conflicts Empower employees Providing incentives
Gap 4
Lack of integrated services marketing communications Tendency to view each external communication as independent Absence of strong internal marketing program Ineffective management of customer expectations Absence of customer expectation management through all forms of communication Lack of adequate education for customers Overpromising Overpromising in advertising Overpromising in personal selling Overpromising through physical evidence cues Inadequate horizontal communications Insufficient communication between sales and operations Insufficient communication between advertising and operations Differences in policies and procedures across branches or units
CONCLUSION
When making merchandise presentations decisions, retailers should attempt to view the store through the customers eye Importance of communication with customers and examine the concept of retail image How retail store image is related to the atmosphere it creates Ways of encouraging customers to spend more time shopping
CONCLUSION
The
retail environment must match the mood and motivation of each shopper from design of the fixture to the adjancencies, product mix, shelf edge walkways. It is a symbiosis between what we are doing as a shopper and what the retail environment is doing to the shopper