Services Marketing, Integrating Customer Focus Across the Firm 2e by Wilson, Zeithaml, Bitner and Gremler Chapter 5 Conceptual Framework of the Book: The Gaps Model of Service Quality © The McGraw-Hill Companies, 2012 1

Figure 5.2: Key factors leading to the provider gap 1 Gap 1: not knowing what customers expect

Gap 2: not having the right service designs and standards Figure 5.3: Key factors leading to the provider gap 2 Gap 2: not having the right service designs and standards

Figure 5.4: Key factors leading to the provider gap 3 Gap 3: not delivering to service standards

Gap 4: not matching performance to promises Figure 5.5: Key factors leading to the provider gap 4 Gap 4: not matching performance to promises

Figure 5.6: Gaps model of service quality

Figure 5.1: The customer gap

Services Marketing, Integrating Customer Focus Across the Firm 2e by Wilson, Zeithaml, Bitner and Gremler Chapter 3 Customer Expectations of Service Chapter 4 Customer Perceptions of Services Chapter 6 Listening to Customers through Research © The McGraw-Hill Companies, 2012 8

Figure 3.1: Possible levels of customer expectations

Figure 3.7: Factors that influence desired and predicted service Lasting service intensifiers = individual, stable factors that lead to a heightened sensitivity to service (accountability, philosophy) Temporary service intensifiers = short-term, individual factors that make a customer more aware of the need for service (responsiveness in an emergency)

Figure 4.1: Customer perceptions of quality and customer satisfaction Expectations vary by quality dimension)

5 διαστάσεις της ποιότητας όπως την αντιλαμβάνεται ο καταναλωτής SERVQUAL Reliability: consistency and certainty in terms of performance. Responsiveness /Responsibility: The degree to which company employees are helpful and capable of providing fast service Security / Assurance: the company employees’ competence, courtesy and precision in delivering the service Empathy: The capacity a person providing the service has to experience the customer’s feelings. Tangibles: physical evidence

Tangibles Poplar Kid’s Republic, Πεκίνο, Κίνα Selexyz Bookstore, Μάαστριχτ, Ολλανδία

Consumer Research approaches Complaint solicitation Critical incident studies Researching customer needs Customer satisfaction and SERVQUAL surveys Database marketing research Exit surveys Service expectation meetings and reviews

Research approaches (continued) Market-oriented ethnography Monitoring user-generated content Netnography Mystery shopping Customer panels Lost customer follow-up Future expectations research