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The Gap Model The gaps model, (Figure 2.5) was initially conceptualised in 1985 by Para-suraman, Zeithaml and Berry in order to explain how customers form service quality judgements and how satisfaction is generated during service encoun-ters. The model basic concept is that customer and providers experience systematically some gaps in their communications because of the different way they perceive and interpret reality. Providers’ gaps are the underlying causes behind customers’ gaps, and are identified as (1) not knowing what customers expect (2) wrong service design (3) wrong service standard (4) not matching performance to promises (Zeithaml and Bitner, 2002, p.31). 最初的差距模型（图2.5）的概念于1985年由第suraman，Zeithaml和Berry以解释如何形成服务质量的判断以及如何在服役期间遇到中产生的满意度。该模型的基本概念是，客户和供应商的经验在他们的通信系统一定的差距，因为不同的方式看待和解释现实。提供者的差距是客户的差距背后的深层原因，并确定为（1）不知道什么是客户的期望（2）错了服务设计（3）（4）错误的服务标准不匹配性能的承诺（2002年Zeithaml和比特纳，，第31页）。 The customer gap is defined as the difference between customer expecta-tions and the perceived service, where customers’ expectations are the ref-erence points that a customer has as result of his general opinion of the 2.2 The Nature of Value 28 category and what he has experienced in previous http://www.ukassignment.org/yylwdx/ encounters while the per-ceived service is the subjective evaluation of the service as actually received. Customers have different levels of expectations ranging from the minimum tolerable to the desired service, the band in between the adequate service and the desired service is called the Zone of tolerance. 顾客差距被定义为顾客的期望和感知的服务，客户的期望是参考的点之间的区别，客户有他的结果，一般认为2.2的性质，价值28类和他在以前的遭遇经历，而每个接收到的服务是实际收到的服务的主观评价。客户有不同的水平的范围从最低耐受到所需的服务的期望，频带之间的足够的服务和期望的服务被称为区容忍。 When the service experience falls below the zone of tolerance the cus-tomer is dissatisfied while when the experience overcomes the desired service the customer is surprised happy and delighted. There are different factors that shape the desired service level and the adequate service level. Enduring service intensifiers such as a person’s position, or its insider knowledge about a service and personal needs can make the customer’s expectations particularly high. Transitory service intensifiers, perceived service alternatives (which narrow the zone of tolerance) the self perceived service role (how extensively the customer has specified his requirements) and situational fac-tors ‘service performance conditions that customer view as beyond control ofthe service provider’ (Zeithaml and Bitner, 2002). 当服务经验低于容忍区的CUS客户不满时的经验，克服了所需的服务客户惊讶的快乐和欣慰。形成所希望的服务水平和足够的服务水平有不同的因素。持久的服务，比如一个人的位置，或者其内部知识的服务和个人需求的增强可以使客户的期望特别高。短暂的服务增强，自觉服务的替代品（缩小容忍区的）自我知觉的服务角色（广泛的客户已经指定了他的要求）和情境因素器的服务表现条件的客户视图无法控制的数值模拟服务提供商（Zeithaml和比特纳，2002年）。 Zeithaml than identifies a series of factors which influence both sides ofthe zone of tolerance these are explicit and implicit service promises word of mouth and customer past experience. According to this model services marketers need to close the customer’ gap to enhance customer perceived quality by closing the four provider gaps. 泽丝曼尔确定了一系列双方国税发区的宽容这些因素的影响是显式和隐式的服务承诺字的口碑和顾客以往的经验。根据这个模型服务营销需要关闭客户的间隙，以提高顾客感知质量，通过关闭四个供应商的差距。 |
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