Eafwe

Customer service is the provision of service to customer before, during and after a purchase, a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product of a service has met the customer expectation.

The importance of customer service may vary by product or service, industry and customer. The perception of success of such interactions will be dependent on employees “who can adjust themselves to the personality of the guest”. Customer service plays an important role in an organization’s ability to generate income and revenue. From the perspective, customer service should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception a customer has of the organization.

“Service quality is the ability of a service to consistently meet or exceed customer expectation”.

The service quality model or the ‘GAP Model’ identifies five ‘gaps’ that cause unsuccessful delivery service quality measures the gap between customer expectations and experience. The basic assumption of the measurement was that customer can evaluate a firm’s service quality by comparing their perceptions with their expectations.

Customer generally have a tendency to compare the service they ‘experience’ with the service

they ‘expect’. If the experience does not match the expectation, there arise a gap.

GAP 1 : Gap between consumer expectation and management perception.

Managers are essentially misinformed, and maybe targeting or providing their service inaccurately. The service maybe positioned as too upmarket or down market. This isn’t necessarily communicated through price but every aspect of the service. For example, this may result in managers creating pushing frontline staff to be too formal, e.g. service that stands midmarket, trying to present itself a luxury offering and vice versa. This may hamper the credibility of the service due to creating conflicting...