GAP 1!

The listening
Gap

1.
Market
Research
Orientation
1. Are the amount and type of market research adequate to understand
customer expectations of service? / 3

2. Does the company use this information in decisions about service

provision? / 5

2.
Upward
Communicatio
n
Do managers and customers interact enough for management to
know what customers
expect? /3

Do contact people tell management what customers expect? /3

3.
Relationship
Focus
To what extent does the company understand the expectations of
different customer
segments? / 2

To what extent does the company focus on relationships with customers

rather than
transactions?/ 2

4.
Service
Recovery
How effective are the service recovery efforts of the organization?

How well does the organization plan for service failures?