In today’s product homogeneity, companies tend to differentiate themselves by enhancing service management to bring high-quality experience and increase customer loyalty. The core of service management is the customer touch-points. Firms should identify all possible customer touch-points in the service process and try to meet customers’ expectations at each of them. Firms can  use RATER Model to measure the service quality gap in five aspects: reliability, assurance, tangibility, empathy and responsiveness; while the Quality of Service Gap model can help systematically analyze the root causes of service quality issues from the market to the internal and from internal to consumer, including Knowledge Gap, Standard Gap, Delivery Gap, Communication Gap and Perception Gaps.

Prof. Poon’s advice:

“The core of Quality of Service Gap model is the Perception Gap, to narrow which we need to focus on the other four gaps, improve customer satisfaction by optimizing the service experience to build customer loyalty on the company or brand.”