1. The gaps model of service quality
TEAM
APPLE
Case:
Technology
spotlight
members:
Apple、Sarah、Justin、Howard
Belle

2. Outline Introduction How do technology close the Gaps
Customer Gap
Provider Gap
Gap 1 – The Listening Gap
Gap 2 – The Service Design and Standards Gap
Gap 3 – The Service Performance Gap
Gap 4 – The Communication Gap
Practical Case: traditional hotel in Taipei
Q&A

3. Technology’s critical impact on the gaps models of service quality
Technology Spotlight
Technology’s critical impact on the gaps models of service quality
An early hallmark of service was the fact that they could not provided remotely.
But now, it can be delivered and consumed at anytime, anywhere!

4. Technology Spotlight
In contemporary society, what’s technology offering different opportunities to improve service quality compared to past? and how?

5. Technology Spotlight
STEP 1
STEP 2

6. Customer expectations
Customer gap
difference between
customer expectations and perceptions
Customer expectations
Perceived Service
Customer Gap

7. Word of mouth communications Customer Expectations
Key factors Leading to customer Gap
Word of mouth communications
Personal needs
Past experience
Customer Expectations
Provider gap 1 : not knowing what customers expect
Provider gap 2 : not having the right service designs and standards
Provider gap 3 : not delivering to service standards
Provider gap 4 : not matching performance to promises
Perceived Service

8. How do technology influence on customer gap
1. The nature of services themselves has changed.
Self-service technologies
The personal photography industry VS digital camera

9. How do technology influence on customer gap
Search web – view photos of service locations, compare prices, virtual tour
Compare and judge service

10. Provider gap1 THE LISTENING GAP not knowing what customers expect
Company perceptions of customer expectations
Customer expectations
CUSTOMER
COMPANY
Gap 1:
The Listening Gap
Perceived Service
Inadequate customer research orientation.
Lack of upward communication.
Insufficient relationship focus
Inadequate service recovery

11. How do technology influence provider gap 1
Marketing research conducted on the Internet.
2. Technology-powered customer relationship management (CRM)

12. Benefits of Online customer research, Internet research
More willing respondents
The speed of collecting and analysis data
Equivalent or better data quality
The ability to target hard-to-reach populations (high-income customers)
The opportunity to use multimedia to present
Less expensive (eliminates the postage, phone, labor, and printing cost)
Respondents complete web-based surveys in half the time.

13. Provider GAP 2 THE SERVICE DESIGN AND STANDARDS GAP
not having the right service designs and standards
COMPANY
Customer-driven
service designs and standards
Company perceptions of customer expectations
CUSTOMER
Gap 2: The Service Design and Standards Gap
1. Poor service design
2. Absence of customer-driven standards
3. Inappropriate physical evidence and servicescape

14. How do technology influence provider gap 2
design a highly standard service.
Internet base information, transaction service, various smart service, Internet based company
Example : transaction service - Amazon
(book sale and services provided online)

15. How do technology influence provider gap 2
Various smart services - connected car
Internet based company - e-Bay, Facebook

16. How do technology influence provider gap 2
technology based services - Health care
(monitor patient condition, train physician)

17. not delivering to service standards
Provider GAP 3 THE SERVICE PERFORMANCE GAP
not delivering to service standards
Gap 3: The Service Performance Gap
CUSTOMER
COMPANY
Service delivery
Customer-driven
service designs and standards

18. Key factors Leading to provider Gap3
Deficiencies in human policies
Failure to match supply and demand
Customer not fulfilling roles
Problems with service intermediaries
How do technology solve those problems?
Allowed customer contact employees to meet the demands more efficient and effectives.
Customer can be more involved in co-creating and adding value to their expectation.
Facilitating customer participate in service delivery

19. Example: Symantec Connect
1. Allowed customer contact employees to meet the demands more efficient and effectives.
Example: Symantec Connect
Connect communities are where Symantec business customers, partners, and employees find solutions, share technical knowledge, and submit product ideas.

20. LEGO CUUSOO: Co-Creating Platform
2. Customer can be more involved in co- creating and adding value to their expectation.
Example:
LEGO CUUSOO: Co-Creating Platform

21. not matching performance to promises
PROVIDER GAP4
THE COMMUNICATION GAP
not matching performance to promises
CUSTOMER
COMPANY
Gap 4: The Communication Gap
External communications to customers
Service delivery

22. Key factors Leading to provider Gap4
Lack of integrated service marketing communications
Ineffective management of customer expectations
Over promising
Inadequate horizontal communications
inappropriate pricing
How do technology solve those problems?
Numbers of new channels which service firm can communicate with customers.
EX: blog, targeted s, communities
Online brand communities influence customer expectations for service firm. No matter it is controlled by customer or provider.
EX: word-mouth communications

23. Example: Myself Experience
2.Online brand communities influence customer expectations for service firm. No matter it is controlled by customer or provider.
Example: Myself Experience

24. Practical Case: traditional hotel in Taipei

26. Gap Model of Service Quality
利用model去拉出這五個gap的問題所在

27. Customer gap To reduce differences between room photos and entities
Use video to show the type of rooms, not only just use picture, but also we can use the technology of “Virtual Reality”, put the Virtual Reality on our website let customer can use that to feel more experience to our room.

28. Provider gap1 The listening gap
To predict customer’s need
Design the booking system, let customer can more convince and faster to booking the room. When the room is booked, database can give the information of room to customer immediately. For example, now the capital hotel use the written to record the booking, it’s cause lots of mistake about the booking problem, may lead the customer bad feeling about the hotel.

29. Provider GAP 2 THE SERVICE DESIGN AND STANDARDS GAP
To design more complete booking system
Use system to record customer’s respond and needs, any information about customer. Compare to traditional way to use hand to write down the record, is more easier to arrange and analysis the customer request and provide the real and more good service to customers. For example, when customer propose requirements to us, we use system to record, after the long-term record of the information, we can predict the customer request! Like when the winter come we will know customer may need more quilt and some heating things.

30. Provider GAP 3 THE SERVICE PERFORMANCE GAP
To improve the problem of busy customer service line
Customer service line use to had only one line, we cannot deal with other customers when line busy, through import CTI, the line can now have five seats, ready to take over for other customer service staff.

31. Provider GAP 4 THE COMMUNICATION GAP
To enhance word of mouth marketing by blogger
Collaborate with credible backpackers (ex.食尚玩家 etc.) By providing free accommodation to exchange for sharing experiences through social networking sites to establish the network reputation.

32. Thank for your kind attention !