Gap analysis of the quality of sales service

Štěpán Kala, Lucie Vokáčová and Jan Huml
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Štěpán Kala: Katedra řízení, Provozně ekonomická fakulta, Česká zemědělská univerzita v Praze, Kamýcká 129, 165 21 Praha, Česká republika
Lucie Vokáčová: Katedra řízení, Provozně ekonomická fakulta, Česká zemědělská univerzita v Praze, Kamýcká 129, 165 21 Praha, Česká republika
Jan Huml: Katedra řízení, Provozně ekonomická fakulta, Česká zemědělská univerzita v Praze, Kamýcká 129, 165 21 Praha, Česká republika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2011, vol. 59, issue 2, 137-142

Abstract: The article aims to measure the size of customer gaps as for their perception of sales service standard quality. Gap analysis employed for customer gap measurement is elaborated on the basis of the results obtained from questionnaire enquiry directed on customers and employers of the company sales places that were under examination. Questionnaire enquiry revealed substantial disparity between the perception of standard by employers and customers, especially in terms of sales personnel contact with customer. The research has quantified the size of customer gaps within sales service quality standard categories. In addition, it identifies problem areas detected by means of the carried out analysis as well as it provides suggestions for their solution.

Keywords: customer gaps; sales service quality standard; sales personnel (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2011059020137

DOI: 10.11118/actaun201159020137

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