A discrepancy, or service gap , may be noticed between the provider's performance and the customer's expectations. Inadequate standards for service delivery. Failure to deliver service according to the expected standards. Failure to communicate service benefits accurately and realistically. Overpromising of results in integrated marketing communications.
Customers also judge service quality on reliability, responsiveness, empathy, and tangibles.
These measures of service quality are directly related to employee performance. Customers are likely to change service providers when their current provider fails to measure up in these areas. By exceeding customers' expectations, a marketer can strengthen customer relationships and gain more customers. D. How to Manage Service Quality for Customer Satisfaction 1. Research shows that good service can bring you more customers and higher profits.