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T07AU 2226 Assignment 3 Report

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ASSIGNMENT 3

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Executive Summary
The primary objective of this paper is to produce a detailed insight into Gap 5 of SERVQUAL
model, dimensions of service quality as well as ideas for Soy Food and Café to be able to effectively
improve their services deliver process and customer satisfaction over time. In the first section, an
in-depth analysis on SERVQUAL’s Gap 5 and the RATER system will be constructed, while in the
second section, applications of such concepts and ideas on Soy Food and Café will be performed.
The result of the paper has pointed out that: the close alignment of customer expectation and
perception, which is indicated in Gap 5, can be highly critical to the achievement of high customer
satisfaction towards a business’ service delivery process, and that Soy Food and Café needs to
follow a number of initiatives in order to be able to fully address such gaps and quality dimensions
over time, similar to the approach that Broadmoor Hotel has followed to address the service
quality dimensions over time. Therefore, it has been extracted that the grab-and-go soy food
retailers construct customer survey that emphasizes Reliability and Responsiveness, as well as a
continuous training program for employees to be able to obtain deep insights into existing service
quality gaps and a model for continuous service quality improvement in the long run.

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ASSIGNMENT 3 1 Executive Summary The primary objective of this paper is to produce a detailed insight into Gap 5 of SERVQUAL model, dimensions of service quality as well as ideas for Soy Food and Café to be able to effectively improve their services deliver process and customer satisfaction over time. In the first section, an in-depth analysis on SERVQUAL’s Gap 5 and the RATER system will be constructed, while in the second section, applications of such concepts and ideas on Soy Food and Café will be performed. The result of the paper has pointed out that: the close alignment of customer expectation and perception, which is indicated in Gap 5, can be highly critical to the achievement of high customer satisfaction towards a business’ service delivery process, and that Soy Food and Café needs to follow a number of initiatives in order to be able to fully address such gaps and quality dimensions over time, similar to the approach that Broadmoor Hotel has followed to address the service quality dimensions over time. Therefore, it has been extracted that the grab-and-go soy food retailers construct customer survey that emphasizes Reliability and Responsiveness, as well as a continuous training program for employees to be able to obtain deep insights into existing service quality gaps and a model for continuous service quality improvement in the long run. 2 Table of Contents Executive Summary ............................................................................ ...
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