Move Right-mini-case
This is a simple case study.
Use this information to answer the questions. I will link a website as well so you better understand the concepts. no need to cite it. Please use the Mini case Questions document to answer the questions.
Useful information:
Customer Gap: Gap between the ‘Expected service and Perceived Service’.
The 4 Provider Gaps:
The Listening Gap; Not knowing what customers expect.
– Inadequate customer research orientation
– Lack of upward communication
– Insufficient relationship focus
– Inadequate service recovery
— Ex: If netflix were to suffer from this Gap then it could be because they don’t offer the right amount of newer titles to their customer.
The service Design and Standard Gap;Not having the right service design and standard.
– Poor service design
– Absence of customer driven standards
– Inappropriate physical evidence and servicescape
— Ex: If Netflix were to suffer from this gap then it could be that they offer all the right shows but the streaming quality level isn’t high enough.
The Service Performance Gap; Not delivering to service standards.
– Deficiencies in human resource policies
– Failure to match supply and demand
– Customer not fulfilling roles
– Problems with service intermediaries
— Ex: If Netflix were to suffer from this gap then it could be because when the customer selects the show they want to watch it takes five minutes before it starts to play. In this case, the product isn’t performing as it should.
The Communication Gap; Not matching performance to promises.
– Lack of integrated services marketing communications
– Ineffective management of customer expectations
– Overpromising
– Inadequate horizontal communication
– Inappropriate pricing
— Ex: If Netflix were to experience this gap then it could be because that although the service is good it isn’t as good or as easy to use as depicted in the advert.
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