Learning Objectives
Failed service
Causes of Service Failure
The facilities and
environment
The expectations
Actions (&
The systems
inactions) of staff
4
2
3
The process
5
1
6
7 8 9
Actions (&
The systems
inactions) of staff
We restrict their
movement
We tell them
what to do
Managing Other Customers
We make them
wait
We choose which
customers to serve
The Promises Model
Basic Service Promises Model
A Service consists of Two Things:
1. Someone making a promise (also known
as a Sale)
2. Someone keeping a promise (also known
as Delivery)
Making a Promise
Service
Customer
Provider
Delivering a Promise
Normal Service Promises Model
In a large organisation promises can be
made and delivered by different groups
Service Provider
Marketing/
Sales
Delivery Customer
Keeping Promises
This can complicate things
This is pest
control, how
may I help
you?
Keeping Promises
Promises Model of Service Delivery
The three groups are linked and
interdependent
Service Delivery need to
understand the service
and be able to provide it. Marketing/
Sales
Delivery Customers
Keeping Promises
Source: Parasuraman, Zeithaml, Berry, SERVQUAL: a multi-item scale for measuring consumer perceptions of service quality
Service Failure: Understanding Gaps
Gaps Cause Service Failures
Management
perception gap
Perceived service
quality gap
Service
delivery gap
Delivery Customers
Keeping Promises
Management Perception Gap
Management
perception
gap
Quality
specification gap Marketing/
Sales
Market comms
gap
Management has an
inaccurate understanding of
Perceived service
quality gap
Service
delivery gap
Delivery
Keeping Promises
Customers
quality expectations
Quality Specification Gap
Management
perception
gap
Quality
specification gap Marketing/
Sales
Market comms
gap
Service quality specifications
do not match management
Perceived service
quality gap
Service
delivery gap
Delivery
Keeping Promises
Customers
expectations
Service Delivery Gap
Management
perception
gap
Quality
specification gap Marketing/
Sales
Market comms
gap
Quality specifications and
not met by service delivery
Perceived service
quality gap
Service
delivery gap
Delivery Customers
Keeping Promises
Market Communications Gap
Management
perception
gap
Quality
specification gap Marketing/
Sales
Market comms
gap
Messages from marketing
do not match the service
Perceived service
quality gap
Service
delivery gap
Delivery
Keeping Promises
Customers
experience
Perceived Service Quality Gap
Management
perception
gap
Quality
specification gap Marketing/
Sales
Market comms
gap
The experienced service
does not match expected
Perceived service
quality gap
Service
delivery gap
Delivery
Keeping Promises
Customers
service
Final Word on Service Failure
The Service Provider is responsible for
managing the service this includes managing
the customer