1. 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

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

3. 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

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

5. 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

6. Figure 5.6: Gaps model of service quality

7. Figure 5.1: The customer gap

8. 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

9. Figure 3.1: Possible levels of customer expectations

10. 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)

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

12. 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

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

14. 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

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