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Services companies struggling to close the gap between their customers' expectations and perceived experiences need to look at four areas where blunders occur, Thunderbird Professor Sundaresan Ram, Ph.D., said June 30. "If perceptions exactly match expectations, then the gap is zero, and you have an ideal service," Ram said. "The problem is, expectations can be a moving target." Ram said the Services Gap Model points to four crucial points in the process where companies can gain or lose ground.
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