Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Part 3
UNDERSTANDING
CUSTOMER
REQUIREMENTS
5-2
Provider Gap 1
CUSTOMER
Expected
Service
COMPANY
Gap 1:
The Listening Gap
Company
Perceptions of
Customer
Expectations
5-3
5-4
Chapter
Listening to Customers
through Research
5-5
5-8
Observing customers
anthropological tools, qualitative depth
Elements in an Effective
Customer Research Program
for Services
5-11
Elements in an Effective
Customer Research Program
for Services (continued)
5-12
5-13
SERVQUAL Attributes
RELIABILITY
RESPONSIVENESS
ASSURANCE
EMPATHY
TANGIBLES
Modern equipment
Visually appealing facilities
Employees who have a neat,
professional appearance
Visually appealing materials associated
with the service
O
O
5
4
3
2
1
0
Reliability
Retail Chain
Responsiveness
Assurance
= Zone of Tolerance
Empathy
Tangibles
5-15
Figure 5.3:
Importance/Performance Matrix
Attribute Importance
HIGH
High
Leverage
Attributes to Improve
Attributes to Maintain
Attributes to Maintain
LOW
Low
Leverage
Attributes to De-emphasize
Attribute Performance
HIGH
5-16
5-17
Upward Communication
Research for upward communication
Executive visits to customers
Executive or management listening to
customers
Research on intermediate customers
Research on internal customers
Executive or management listening
approaches to employees
Employee suggestions
5-18
5-19