An interesting concept in the field of services.
Prior to an experience the prospective customer identifies his needs and how he would like them to be fulfilled at the site of service delivery. The image is formed with help from external feeds like friends, family, media along with values of the individual and the corporate or service communication of its identity for the masses.
When it comes down to the actual "review" of the expected service, there can be a positive gap, a negative one or a perfect match. Of course, a positive gap is nice to have but then think about this - you have to maintain that exact service level every time that particular customer returns to your store or establishment. The next time around he may face a different scenario. Tricky. If there's a perfect match, then you're in a moderately comfortable position. No one ever wants a negative gap or a lack of service execution. A dissatisfied customer is the most expensive disaster for any organisation.
Remember that acquiring a customer costs 7 times as much as retaining one?
Prior to an experience the prospective customer identifies his needs and how he would like them to be fulfilled at the site of service delivery. The image is formed with help from external feeds like friends, family, media along with values of the individual and the corporate or service communication of its identity for the masses.
When it comes down to the actual "review" of the expected service, there can be a positive gap, a negative one or a perfect match. Of course, a positive gap is nice to have but then think about this - you have to maintain that exact service level every time that particular customer returns to your store or establishment. The next time around he may face a different scenario. Tricky. If there's a perfect match, then you're in a moderately comfortable position. No one ever wants a negative gap or a lack of service execution. A dissatisfied customer is the most expensive disaster for any organisation.
Remember that acquiring a customer costs 7 times as much as retaining one?
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