Jun 25, 2007 04:45 PM
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The two companies that we have selected are State bank of India, the largest public sector bank and ICICI which is a largest private sector bank. Service provider always belief that they are offering the best possible service to their customer, but quite offfen the service provided by the organization fall short of customer expectation and a gap develop between what the customer expect and what the company actually offer.Organisation should always look forward to this GAP to improve service matching customer expectation.
Some of the reason for this GAP are
Failure to understand customer expectation:
The management should always get the need and preferences of the customer by market research and they always attempt to collect more information related to the customer opinion about the quality of service and their expectation from the service provider.
Various technique such as brainstorming, focus graoup and customer survey through questionnaire can be done for this purpose.
Failure to design the right service:
Being proactive should be the approach of the company, because any design meeting future need is always welcome and it also the company win over its competitors.
But Gap generally develop when company fail to foresee customer needs and their changing preferences with time.
Not setting and communicating the right service standards to employees and intermediaries:
In absence of any set service standards, employee do not know whether they are doing their job right or not. when the standard are not communicate properly to the service personnel or the intermediaries they fall short of customer expectations, leading to their dissatisfaction
Failure in delivering the service standards to customer:
Inspite of designing and setting service standard, a service provider might fail to deliver the promised quality service to the customer.the reason for this type of failure can be many such as technological or logistics problems.sometime the sales person also deliver exaggerated promises which misled the customer on not meeting the the promises.
Failure to take customer feedback and review the service continuously:
Measuring GAP:
intangibility and perishability nature of services makes it difficult for organization to improve the quality. Some startergist believe that any service have two component a fuctional and a technical one.the functional part involves interaction between te customer and the service personnel and the technical part consititute the output of the service operation.
According some other expert service quality is determined by dimension such as tangibility, reliability, responsiveness, assurance and empathy.
Tangibles:
Service is intangilble but they can be assess by physical evidence such as the premises within which the service is offer, the employer who provide the service.
Reliability:
The service being offered by the organization should needs to meet the expectation of the customer consistently.services should be tested for their consistency before they are launched.they should be monitored closely after their launch and the management should take immediate steps if any unexpected service failure is observed.
Responsiveness:
The service personnel to be prompt in attending to customer and serving their requirements.the personnel should be especially attentive during problem situation where the customer has some complaint with the serviceemployees should be empowered by the management to do all that they can do to help the customer in trouble.
Assurance:
Service personnel should have a throrough knowledge of the service they are providing to the customer.His knowledge and his confidence should assure the customer that the company service is dependable and trustworthy.
Empathy:
The service personnel of an organization should be easily accessible and open to communication.they should empathize with customers who report problems and work quickly to resolve them.
