Sangeeth Thomas

ASSIGNMENT-1
Courier services
Blue Dart
Gap model
The gaps model of service quality was first developed by a group of authors, Parasuraman,
Zeithaml,Berry, at Texas A&M and North Carolina Universities, in 1985 (Parasuraman, Zeithaml
& Berry). Based onexploratory studies of service such as executive interviews and focus groups
in four different service businesses the authors proposed a conceptual model of service quality
indicating that consumers perception toward a service quality depends on the four gaps existing
in organization consumer environments. They further developed in-depth measurement scales for
service quality in a later year1988
It highlights the main requirements for delivering a high level of service quality by
identifying five gaps' that can lead to unsuccessful delivery of service. Customers generally
have a tendency to compare the service they 'experience' with the service they 'expect' to receive;
thus, when the experience does not match the expectation, a gap arises.

The Gap Model of Service Quality

Gap One: the gap between customer expectations and what

management believes customers expect.Management should not over- or underestimate
expectations.Understanding of customer expectations may require research.
Gap Two: the gap between management perceptions and
company specifications of service quality.
Most companies provide written specifications on what
constitutes quality service.Specifications must be consistent with management perceptions.Often
the case that management does not write manuals,procedures.

Sangeeth Thomas

Gap Three: the gap between managements specifications

and actual service delivery.Clearly, service quality must be monitored.Management must also
work to instill a culture of qualityinto the organization.

Gap Four: the gap between actual service delivery and

promised service delivery.External communications set customer expectations.
Do what you say youre going to do.
Gap Five: The gap between actual and perceived service delivery Communicate to
customers the full extent of service delivery.
Gap Six: The most important gap in model. It links perceptions to expectations. Did I
get what I expected?
The only gap entirely on the customer side of model. Not
directly affected my marketer actions, therefore, most uncontrollable. For the marketer,
gap six is a function of the first five.Gap six is service quality
Blue Dart
About BLUE DART Began Operations : November 1983.Headquarters: : Mumbai,
Vision Of the Company Is to establish continuing excellence in delivery
capabilities focused on the individual customer.
Mission Of the Company To assure safe, secure, cost-effective and superior service, to
our customers through highly skilled personnel, quality equipment, timely customeroriented response and professional management.
History BLUE DART 1991 - Blue Dart Express Ltd. was incorporated on 5th April.
The company was converted into a public limited company onJune 15th, 199
The Company is engaged in the courier business for carriage and door-to-door
delivery of commercial documents, samples, panels and printed matter in India
and throughout the world.
Blue Dart Express Ltd- Timeline
MILESTONES BLUE DART
1991 - It develop its domestic tracking system, by own COSMAT-I.
1994 - COSMAT-II an advanced system which includes track and trace.Becomes the first private company to receive government permission for
operation of cargo aircraft in India.
1995 - develops its SMART (Space Management Allocation Reservations and
Tracking)system for its aircraft, the first cargo management system in the
country.
Industries scenario

Sangeeth Thomas

Courier Industry
Operating Costs = Transportation Costs.
Industry growth linked to volume of the business generated.
Industry Product SegmentDocuments
Letters, Financial Instruments and Other Documents.
Typical weight per shipment is up to 500 gm.
Growth expectation: 12-15%.
Commercial goods
Electronic Products.
Samples.
Spare Parts.
Air Conditioners etc.
Air Shipment: high-value and time-sensitive shipments.
Ground Shipment : shipments have a transit time of 2-5 days. BothHigh
Value/Low Value For any country, the logistics cost is estimated between9 and 20
per cent of its GDP.
The logistics market in India is estimated to be$ 385 billion by 2015 BLUEDART
is a market leader inIndian organized logistics andsupply chain market.

The three fundamental dimensions of customerservice are

Availability
Performance
Reliability
Principles of supply & logisticsEvery company dreams of achieving the seven Rs:

Delivering the Right product

In the Right quantity
In the Right condition
At the Right place
At the Right time
For the Right customer
At the Right cost
Anything can be ordered online, but receiving a tangibleproduct online is
impossible.The difference between e-business success and failure liesin a companys
ability to manage the logistics.
Threats
Other Foreign Players increasing their foot print independently in India with
advance technology.
Rise of imitators providing similar services toBlue Dart at lower cost.
Inability to differentiate itself from competition.

Sangeeth Thomas

Cheap service of EMS Speed Post,signaling revival of Indian Postal Service.

Amendment of the Indian Post Office Act1898