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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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