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A Presentation on
K.K. Parekh Institute of Management Studies (Amreli)
Gap analysis of Banking Service and Blueprint
Prepared by:-
Mehul Rasadiya
Service Quality
Comparison between Service performance and consumer expectation
Importance Of Quality For Service Marketers
Gain competitive advantage, maintain loyaltyIncrease value (may permit higher margins)Improve profits
Service Quality
Service quality assessments are formed on judgments of:outcome quality interaction quality physical environment quality
Dimensions of Service Quality
Reliability: Delivering on promises.
Responsiveness: Willingness to help customers .
Assurance: Inspiring trust and confidence.
Empathy: Treating customers as individuals.
Tangibles: Representing the service physically.
Competence: Skill and Knowledge.
Security: Free from Danger
Communication : Understand and Listening Customer
Access : Ease to Contact
Knowing the customer : Understand the consumer’s individual needs
The Gaps Model of Banking Service Quality
Gaps Model of Banking Service QualityGaps Model of Banking Service Quality
PerceivedService
Expected Service
CUSTOMER
COMPANY
CustomerGap
Gap 1
Gap 2
Gap 3
External Communications
to CustomersGap 4ServiceDelivery
Customer-Driven Service Designs and
Standards
Company Perceptions of Consumer Expectations
Gaps Model of Service Quality
Customer Gap: difference between customer expectations and
perceptions Provider Gap 1 (The Knowledge Gap):
not knowing what customers expect, want, need Provider Gap 2 (The Service Design &
Standards Gap): not having the right service designs and standards
Provider Gap 3 (The Service Performance Gap): not delivering to service standards
Provider Gap 4 (The Communication Gap): not matching performance to promises
Understanding Customer Requirement
Provider Gap 1
Gaps Model of Banking Service QualityGaps Model of Banking Service Quality
PerceivedService
Expected Service
CustomerGap
Gap 1
Gap 2
Gap 3
External Communications
to CustomersGap 4ServiceDelivery
Customer-Driven Service Designs and
Standards
Company Perceptions of Consumer Expectations
Provider Gap 1
Company Perceptions of Consumer Expectations
Expected Service
Can’t be wait
Waiting time 5 min.
Customer Expectations
Not Knowing What Customers Expect
•poor marketing research orientation•Lack of upward communication•Insufficient relationship focus
Company Perceptions of Customer Expectations
How to close the Gap ?
Listen to customers through research.
Cover company strategy to retain and strengthen
the relationship.
Improve upward communication
Provider Gap 2Service Development and Design
Gaps Model of Banking Service QualityGaps Model of Banking Service Quality
PerceivedService
Expected Service
CustomerGap
Gap 1
Gap 2
Gap 3
External Communications
to CustomersGap 4ServiceDelivery
Customer-Driven Service Designs and
Standards
Company Perceptions of Consumer Expectations
Company Perceptions
of Consumer
Expectations
Waiting time 5 min.
Waiting time 10 min.
Service Specification/ Standard
Management Perceptions of Customer Expectations
Not Selecting The Right Service Designs And Standards
• Poor service design• lack of customer-driven standards
Customer-Driven Service Designs and Standards
Service redesign Increase number of Cash windows Pace of transaction Counting machine
Reset Standards Surveys Complains. Feedback
How to close the Gap ?
Provider Gap 3Delivering and Performing Service
PerceivedService
Expected Service
CustomerGap
Gap 1
Gap 2
Gap 3
External Communications
to CustomersGap 4
ServiceDelivery
Customer-Driven Service Designs and
Standards
Company Perceptions of Consumer Expectations
Gaps Model of Bank Service QualityGaps Model of Bank Service Quality
Service Specification/ Standard
Waiting time 20 min.
ServiceDelivery
Waiting time 10 min.
Customer-Driven Service Designs and Standards
Not Delivering To Service Designs And Standards
•Insufficient Employees•Customers who do not fulfill roles•Failure to match supply and demand •Lack of qualification and Experience
Service Delivery
How to close the Gap ?
Recruiting Qualified and Experience
Employees.
Forecasting Daily Demand.
Help to consumers (How fill deposit forms.)
Aware about all the Details
Communication Gap
Provider GAP 4
Gaps Model of Bank Service QualityGaps Model of Bank Service Quality
PerceivedService
Expected Service
CustomerGap
Gap 1
Gap 2
Gap 3
External Communications
to Customers
Gap 4
ServiceDelivery
Customer-Driven Service Designs and
Standards
Company Perceptions of Consumer Expectations
CustomerGap
ServiceDelivery
Waiting time 20 min.
External Communicati
ons to Customers
Waiting time 10 min.
Not Matching Performance To Promises
Lack integrated communications.Ineffective management of customer expectations.Overpromising.
Service Delivery
External Communications to Customers
Improve integrated communications.
Proper management about consumers
expectations.
Promise those services which are properly
deliver.
How to close the Gap ?
Thank You…