Marketing and Services Management Report 2022

Running head: MARKETING AND SERVICES MANAGEMENT
Marketing and Services Management
Name of the Student
Name of the University
Author Note

MARKETING AND SERVICES MANAGEMENT
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Table of Contents
Introduction:....................................................................................................................................2
Gap Model of Service Quality:........................................................................................................2
Customer Relationships:..................................................................................................................5
Connections between the Gap Model and Customer Relationships:...............................................7
Theory of Customer Relationship and Gap Model by using the Examples:...................................9
Conclusion:....................................................................................................................................10
References:....................................................................................................................................11

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Introduction:
Marketing and service management is considered as something that is intangible in
nature. This is also considered as marketing of promises. Organization launches their marketing
and service management with having the aim of providing appropriate satisfaction to the
consumers (Subramony et al. 2017). For the organizations, if they want to be successful in this
section, they need to identify the basic needs of the customers, and it also should be done in
advance.
From various of aspects is has been assessed that gap model analysis plays a crucial part
in the determination of service quality offered by various organizations (Franceschini and
Mastrogiacomo 2018). Also, the gap model is quite useful for understanding the relationship of
customers with organizations. Considering this, in this report, how gap model research of the
service quality has been progressed over time will be critically reviewed. Also, how it is
beneficial for understanding the customer relationship with the organizations will be illustrated.
Gap Model of Service Quality:
The gap model of service quality is considered as a framework which can be utilized for
studying the satisfaction of the customer. Through this framework, five major satisfaction gaps
are evaluated, which must be addressed for meeting the expectations of the customers.
According to the authors Lee et al. (2016), all over the world, the tourism industry is
increasing rapidly as the number of overall tourists are increasing. In this case, the authors have
proposed a revised gap model for the evaluation and service quality improvement in hotel
industries of Taiwan. So, the service quality can be measured easily by performing a gap
analysis. Gap analysis is quite effective for the development and improvement of service quality.

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From this study, the authors have found that there is a total of five gaps which impacted the
evaluation of the service quality for the tourists. There was a total of two gaps which affected
the service quality for the tourists heavily. These two gaps were customer expectations vs
management perception and service delivery vs management perception. Thus, these two areas
are the main area that needs to be improved.
As per the authors Tran, Arneault and Clark (2019), an appropriate understanding of the
gap model is crucial to provide proper service quality to the consumers. It has been assessed that
the gap model of service quality mainly includes four type of gaps which are service design and
standard gap, listening gap, performance gap, and communication gap. The service quality is
demonstrated by the authors in the aspect of hotel businesses. In this scenario, the attitude of
customers towards a service quality depends on the location of the hotel, service value,
cleanliness of the room and standards and design of the hotel. As per the authors, the listening
gap can occur when the service provider is unaware of the fact that what needs to be done for the
customers. The service design and standard gap occur if the provider of service fails to meet the
expectation of the customers. Performance gap occurs if the provider of service fails to provide
appropriate service to the customers. The last gap is the communication gap. It arises if service
providers fail to fulfil their promises to the customers. For this reason, the implementing the gap
model of service quality is important in the business perspective.
The authors Mauri, Minazzi and Muccio (2013), has performed research on the service
quality by performing an analysis on the gap model on quality of service. As per the authors, the
gap model is dependent on the theory of expectation confirmation which illustrates how the
consumers examine the quality and how they consider those factors which contribute for the
determination of the quality factor. The gap model actually aims to recognize the potential