Discuss in detail the total product Gaps model and the potential causes of the various gaps. Identify and explain the characteristics of services that make some of these gaps difficult to address and discuss how firms may attempt to resolve the ga - Essay Example

Discuss in detail the total product Gaps model and the potential causes of the various gaps. Identify and explain the characteristics of services that make some of these gaps difficult to address and discuss how firms may attempt to resolve the gap. Table of Contents Introduction 3 Discussion 3 Conclusion 4 References 5 Introduction The total product Gaps model is an effective framework to explore causes of gaps and scrutinize the total delivery system of products. The primary function is to adjust and nullify problems that are related to actual experience, expectations and needs of customers.

The prime purpose of the report is to provide detailed analysis about potential cause of total product Gaps model. Additionally, the paper tries to present several characteristics that become difficulty for various gaps to address. Discussion The objective of product Gaps model is to classify and categorize the gaps between the services provided and expectation of customers. The gap model enables to improve customer services by lessening occurrence of gaps. The analysis of total products Gaps involves approving, authenticating and defining difference between current prevailing capabilities and business necessities.

The key drivers for occurrence of various gaps in organization are required to be analyzed and illustrated. Several contributory factors for gaps are lack of market research orientation, inadequate relationships attention, absence of upward communication, poor service design, nonexistence of customer driven standards, failure for matching demands, absence of effective human resource policies and insufficient horizontal communications. The total product gaps model can enable to identify several gaps in the market.

It is crucial for organization to fill these gaps to grow and survive in high competitive market. The introduction of Gaps model has augmented the importance of introducing service innovation, service quality and customer focuses. The Gaps model helps to exceed and meet customer expectation and implement effective strategies to identify presence of gaps between the actual services delivered and customer anticipations. The difficulty of providing regular quality service to the customers can become problematic situation for gaps to be addressed.

The constant supply of service quality can be concerning for organizations. Services are believed to be heterogeneous and intangible. Furthermore, services are considered to perish after consumption (Lovelock, 2010, p.406). These features of services can act as difficulty situation for organization to deliver quality services to the consumers. Firms must provide adequate information to managers about customer expectations. It should be role of managers to define and manage the level of service that is required for fulfilling expectations of consumers.

The evaluation of clear survey research can help organizations to narrow occurrence of gaps between managers thinking and customer expectations. Moreover, the introduction of routine transactional survey should be implemented by organization to measure perceptions of customer about quality level of services. Quiet often firms makes mistakes of exaggerating the necessary approach towards customers. Rather than inflating their approach, firms should select best likely case for rising customer expectations.

Conclusion This can be concluded that the potential causes of several gaps are required to be addressed. This would enable firms to nullify presence of gaps between management perception and consumer expectation on services. The total product Gaps model is an effective framework that positions to enhance marketing service, delivery service and quality service. The starting point of this model is to close gap between the expectation of customers and perceived experience of customers. Firms can resolves issues on gaps by evaluating key contributory factors for gaps and introduce improved customer satisfaction framework.

References Lovelock, P., 406. Services Marketing. London: Kogan Page.