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Understanding Customers - Coggle Diagram

- - - - Transcendent view
      - Product-based
      - User-based
      - Manufacturing-based
      - Value-based
    - - Higher customer loyalty
      - Higher market share
      - Higher return to investors
      - Loyal employees
      - Lower costs
      - Lesser vulnerability to price  competition
    - - Reliability
      - Assurance
      - Empathy
      - Tangibles
      - Responsiveness
    - - Gap 2: Design gap
        (The wrong service Quality Standards)
        
        Inadequate commitment to service quality
        
        Lack of perception of feasibility
        
        Inadequate task standardization
        
        standardizing service delivery tasks
        
        Absence of goal setting
        
        Setting goals
      - Gap 3: Conformance gap
        (The Service performance Gap)
        
        deficiencies in HR policies
        
        Failure to match supply & demand
        
        Customers not fulfilling roles
        
        Customers not fulfilling roles
        
        problems with service intermediaries
      - Gap 4: Communication gap
        (When promises do not match delivery)
        
        Lack of integrated marketing of customer expectations
        
        ineffective mgt of customer expectations
        
        Overpromising
        
        Inadequate horizontal communications
        
        Inappropriate pricing
      - Gap 5: Customer expectations and perceptions gap
      - Ways to Use Gap Analysis
        
        Overall Strategic Assessment
        
        Specific Service Implementation
      - Gap1: The listening Gap or the Knowledge Gap
        (Not Knowing what customers expect)
        
        Lack of Upward Communicationb
        
        better communication
        
        Insufficient Relationship focus
        
        Relationship Marketing
        
        Inadequate Service Recovery
        
        Reduce levels of distance to customer
        
        Inadequate Customer research Orientation
        
        Improve mkt research
  - - - Product/service quality
      - Product/service attributes or features
      - Consumer Emotions
      - service success or failure
      - Equity or fairness evaluations
      - Other consumers, family members, and coworkers
      - Situational factors
      - Personal factors
    - - Increased customer retention.
      - Positive word-of-mouth communications.
      - Increased revenues.