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University School of Business (USB) Chandigarh University: An Overview Presentation On Customer Service and Gaps Model

This document presents an overview of customer service and the gaps model. It defines customer service and discusses different forms of customer service like customer support, automated customer service, and instant feedback. It also talks about how customer service can provide a strategic advantage. The document then introduces the gaps model of service quality, explaining that customer satisfaction depends on the difference between a customer's expectations and their performance experience. It identifies broken promises as a reason for gaps, which can occur due to overpromising, lack of coordination, differences in policies, failure to educate customers, and neglecting to manage expectations.

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42 views11 pages

University School of Business (USB) Chandigarh University: An Overview Presentation On Customer Service and Gaps Model

This document presents an overview of customer service and the gaps model. It defines customer service and discusses different forms of customer service like customer support, automated customer service, and instant feedback. It also talks about how customer service can provide a strategic advantage. The document then introduces the gaps model of service quality, explaining that customer satisfaction depends on the difference between a customer's expectations and their performance experience. It identifies broken promises as a reason for gaps, which can occur due to overpromising, lack of coordination, differences in policies, failure to educate customers, and neglecting to manage expectations.

Uploaded by

sAtIsH vErma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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University School of Business (USB) Chandigarh

University

AN OVERVIEW PRESENTATION ON CUSTOMER


SERVICE AND GAPS MODEL.
Presented By:
16BCE1096
16BCE1089
16BCE1151
16BCE1482
16BCE1298
16BCE1043

CHANDIGARH UNIVERSITY
Customer service and
the gaps model

CHANDIGARH UNIVERSITY
Defining customer service
 Customer service is the provision of service
to customers before, during and after a
purchase. According to Turban et al. (2002),[1
"Customer service is a series of activities
designed to enhance the level of customer
satisfaction – that is, the feeling that a
product or service has met the customer
expectation

CHANDIGARH UNIVERSITY
Forms of customer service
Customer support
 Customer support is a range of customer services

to assist customers in making cost effective and


correct use of a product. It includes assistance in
planning, installation, training, trouble shooting,
maintenance, upgrading, and disposal of a
product.
 Regarding technology products such as mobile

phones, televisions, computers, software


products or other electronic or mechanical goods,
it is termed technical support.

CHANDIGARH UNIVERSITY
Automated customer service
 Customer service may be provided by a
person (e.g., sales and service
representative), or by automated means.
Examples of automated means are Internet
sites. An advantage with automated means is
an increased ability to provide service 24-
hours a day, which can, at least, be a
complement to customer service by persons.

CHANDIGARH UNIVERSITY
Instant feedback
 Recently, many organizations have
implemented feedback loops that allow them
to capture feedback at the point of experience.
For example, National Express, one of the UK's
leading travel companies, has invited
passengers to send text messages whilst
riding the bus. This has been shown to be
useful, as it allows companies to improve their
customer service before the customer defects,
thus making it far more likely that the
customer will return next time..

CHANDIGARH UNIVERSITY
Strategic advantage through
customer service
 Customer service is not always crucial to the
success of an organization. Its importance is
determined primarily by supply & demand. If
there are few suppliers and many consumers,
suppliers can dictate the terms of the
relationship, and customers may have no
choice but to accept them

CHANDIGARH UNIVERSITY
The gaps model of service quality.
 Kotler (2003) asserts that total customer
value is the perceived monetary value of the
bundle of economic, functional, and
psychological benefits customers expect from
a given market value. According to Zeithaml
(2004), satisfaction is the consumer’s
fulfillment response.

CHANDIGARH UNIVERSITY
 Customer satisfaction = Your performance
Customer expectations
 
 Zeithaml and Bitner (2002) defined
Expectations as a level of service which the
customer hopes to receive.

CHANDIGARH UNIVERSITY
CHANDIGARH UNIVERSITY
Broken promises can occur for
many reasons:
 Overpromising in advertising or personal selling.
 Inadequate coordination between operations and
marketing
 Differences in policies and procedures across
service outlets.
 Though less obvious, salespersons may fail to
educate customers to use services appropriately
 They also neglect to manage customer
expectations of what will be delivered in service
transactions and relationships.

CHANDIGARH UNIVERSITY

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