We have discussed the five gaps between customer perception and expectation. In your daily life, you probably have come across ways to measure these gaps. Identify some of the ways we can measure these gaps.
Activity 1.3 feedback
Here are three commonly used means to measure gaps between customer perception and expectation:
- Questionnaires
Surveys alone cannot be conducted to identify customer requirements and customer opinions measuring all the five gaps.
- Focus groups
Meeting with current customers can identify customer requirements and customer opinions measuring all the five gaps.
- Mystery customers
Hiring of people to appraise the services can be used to measure gaps (3) and (4).
Can you think of other ways to measure these gaps?
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