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Essay / Research Paper Abstract
Companies providing services to consumers, such as in the tourism industry, need to understand where there may be gaps in the services that are provided and the services expected. This 3 page paper discusses 4 potential gaps considering the causes and potential solutions. These four gaps are the gap between a customer expectation and the expectations perceived by management, the Gap between the management perceptions and consumer expectations and the way it is translated into service quality specifications, the gap between service quality specifications and the delivery of those specifications to the customer and the gap between the service delivered to customers and the external communication about the service. The bibliography cites 4 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEgapserv.rtf
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Unformatted sample text from the term paper:
the gaps are between the expected and the provided service and ensuring that they reduce these gaps (Kotler, 2003). By looking at the gaps we can consider how
the gaps may be reduced. Gap 1 The gap between a customer expectation and the expectations perceived by management. Management often to not understand what it is the
customers want or expect, this may be due to making assumptions or due to out of date information. The strategies used need to address the potential causes of this problem.
Increased or enhanced communication between with customers can increase the level of knowledge that management gather from the customer perspective. Making communications easier and soliciting communication or more careful monitoring
may be able to detect trends. For example, by increasing the ability of customer to communicate dissatisfactions and complaints the subject of the complaints are likely to indicate a gap.
This will have little value unless the management find out and accept the results of the communication and either adjust the service, or adjust the marketing to change the perception
of the expected services so that the expectations are changed (Hooley et al, 2003). Decreasing layers of management may heal, as the communication will have fewer levels to traverse with
fewer gatekeepers so that there is a greater chance of management at higher levels talking to, or seeing, the communication with the consumers (Thompson, 2005). Gap 2 The Gap
between the management perceptions and consumer expectations and the way it is translated into service quality specifications If there is a gap between the perceived service by management and
the customers and what is actually provided there may be several ways this could be reminded. One source may be the corporate culture, especially if this results in management indifference.
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