14.7
Modèle d’écart de service
Comprendre les écarts de qualité de service permet aux entreprises d’apporter des améliorations ciblées pour mieux répondre aux besoins des clients. L…
Le modèle d’écart de service identifie cinq écarts qui peuvent survenir entre les attentes des clients et les expériences de service, ce qui a un impact sur la satisfaction globale.
Un manque de connaissances se produit lorsqu’une entreprise comprend mal les attentes des clients. Par exemple, un hôtel ne comprend pas les préférences des clients pour le petit-déjeuner.
Il y a écart de politique lorsque les normes de service ne répondent pas aux attentes des clients. Par exemple, un restaurant promet un service au volant de trois minutes, mais échoue en raison d’un personnel non formé.
Un écart de livraison se produit lorsqu’une entreprise ne tient pas ses promesses, comme une entreprise de logiciels promettant une aide rapide mais faisant attendre les clients.
Un écart de communication se produit lorsque les messages annoncés ne correspondent pas au service fourni. Par exemple, les trackers de fitness ne sont pas aussi étanches qu’ils ont été promus.
Un écart de perception est la différence entre le service fourni et la perception du client. Par exemple, un spa peut penser que son massage est excellent, mais les clients peuvent ne pas être d’accord.
La formation des employés, la révision des normes, l’amélioration de la communication et l’alignement de la prestation de services sur les promesses marketing peuvent minimiser ces lacunes.
View the full transcript and gain access to JoVE Business videos
Q1: What is the Service Gap Model and why does it matter?
The Service Gap Model identifies five gaps between customer expectations and service experiences that impact satisfaction. These gaps—Knowledge, Policy, Delivery, Communication, and Perception—reveal where companies fail to meet customer needs. Understanding these gaps enables targeted improvements to align service delivery with customer expectations and enhance overall satisfaction.
Q2: How does a Knowledge Gap occur in service delivery?
A Knowledge Gap happens when a firm misunderstands customer expectations due to inadequate research or communication. For example, a store might assume customers prefer wide product selection when they actually value faster service. Companies should actively gather and respond to customer feedback to close this gap and better understand what customers truly need.
Q3: What causes a Policy Gap and how can it be reduced?
A Policy Gap occurs when a company's service policies do not meet customer expectations, often due to complex procedures that frustrate customers. For instance, a bank may have lengthy processes for simple transactions. Reducing this gap requires aligning policies with customer expectations and simplifying processes to enhance convenience and customer satisfaction.
Q4: Why do Delivery Gaps happen and what is the solution?
Delivery Gaps emerge when employees fail to deliver service according to standards, often due to poor training or insufficient resources. A restaurant promising quick service but lacking adequate staff struggles to meet expectations. Addressing this gap involves appropriately training and supporting employees to ensure consistent service delivery aligned with company promises.
Q5: How does a Communication Gap differ from a Perception Gap?
A Communication Gap exists when promotional promises do not match the service provided—for example, an internet provider advertising high speeds but delivering inconsistent service. A Perception Gap occurs when delivered service meets standards, but customers perceive it differently. Both require alignment: accurate marketing and consistent, high-quality service with clear communication to shape customer perceptions.
Q6: What strategies can companies use to minimize service gaps?
Companies can minimize service gaps through training employees, revising service standards, improving communication, and aligning service delivery with marketing promises. These strategies address root causes across all five gaps. By implementing targeted improvements based on understanding where gaps occur, businesses enhance customer satisfaction and build stronger relationships with their customers.
Q7: Why is understanding customer expectations critical to closing service gaps?
Understanding customer expectations is foundational because gaps originate from misalignment between what customers expect and what companies deliver. When firms lack insight into customer preferences, they cannot design appropriate policies, train staff effectively, or craft accurate marketing messages. Active research and feedback mechanisms help companies identify true customer expectations and close gaps systematically.