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The Importance of Market Research (Research Instruments in Measuring…
The Importance of Market Research
Benchmarking
is a management technique that allows companies to compare how well they are performing relative to their competitors and is fairly common in the hotel sector
The GAPS Model
3. Delivery Gap
4. Communication Gap
2. Standards Gap
5. Customer Gap
1. Knowledge Gap
How to Close GAPS
Research Instruments in Measuring Service Quality
Mystery Shopping
employ an outside company to conduct the mystery shopping
CIT
Critical Incident Technique
it is an interview with the customer
Comment Cards
Lost Customer Research
targets customers who have dropped the company's service
SERVQUAL
is an instrument used to measure the difference between consumers'
expectations and perceptions
of service quality
Online Research
Most popular Research method these days
IPA
is a procedure that shows both the relative
importance
of various attributes and the
performance
of the company. One of the major benefits of using IPA is the
identification of areas for service quality improvements.
Common Research Errors
2.
Improper use of sophisticated statistical analysis
3.
Failure to have a representative sample
1.
Not enough qualitative information
4.
Problems with interpretation