利用扩展的GAP模型评价企业的服务能力

Evaluating Service Capacity Using Extended GAP Model

服务质量对于服务企业的生存和发展至关重要。顾客往往根据感知服务实绩和期望服务实绩之间的差距来判断服务质量的高低。在Parasuraman、Zeithaml和Berry提出的服务质量差距模型(GAPModel)中,这一差距被认为由发生在服务过程中的其它4个差距所导致。然而,由于GAP模型的描述过于简化,无法直接评价发生在企业内部的这4个差距,并由此评价企业满足顾客期望的能力。本文将这4个GAP细分为17个扩展GAP,并为扩展GAP设立了具体的观测指标。基于此,建立了评价企业服务能力的指标体系,并在实际案例中得到了应用。

Service quality is critical to the survival and development of a service organization. It depends on the gap between the perceived and expected service performances. In the classical model of GAP brought forward by Parasuraman, Zeithaml and Berry, this gap is considered to be formed from other four gaps in the service process. However, it has only theoretical significance, and cannot be evaluated quantitatively. This study extends these four gaps into seventeen gaps for which the measuring indicators are allocated. On the basis of this, a framework of indicators for evaluating the capacity of service organization is established and implemented.