These scores will be used for process improvement and business process reengineering within the company. One of the most critical aspects of these measures is the need to use them to fundamentally re-architect the company and make it more customer-centric. This is critical for the Zapper to reflect customers' needs and requirements and for the company to have a very solid fidelity and transparency to its customers.
Measuring and Acting on Gaps Between Customer Expectations and Experiences
One of the innate strengths of the SERVQUAL methodology is the ability to quickly assess the differences between expectations and experiences quickly, and in very quantitative terms. These differences across expectations and experiences are measured with a minimum of 32 different variables, which can be highly effective in pinpointing just what areas of public relations, marketing and selling strategies are most and least effective. Creating a highly effective framework for evaluating these differences require a commitment to keep using SERVQUAL over the long-term, creating a knowledgebase in the process (Genestre, Herbig, 1996). The Zapper will need to build up years of history to become a truly customer-centric organization.
References
Allen, E., & Fjermestad, J. (2001). E-commerce marketing strategies: An integrated framework and on consumer behaviour: Effects on consumer decision - making process. International Journal of Marketing Studies, 4(2), 121-129.
Owen, R., & Humphrey, P. (2009). The structure of online marketing communication channels. Journal of Management and Marketing Research, 2, 1-10.
Wolf, M., & Wheelock, C. (2007). Digital content unleashed. Journal…
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