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Page 64 DECEMBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Gap Analysis

While the customer perspective audit

will provide you with an indicator of your

total quality/service delivery process, a gap

will always exist between the results of

these findings and your own or

management's opinion(s).

A Gap Analysis utilizes quantitative and qualitative

research methodologies to take a "perception

reading" of both your own

management's perspective of its quality service

delivery and the consumer's perspective. For

example, on a scale of percentages, the consumers' ratings

may be at 60 percent (fair performance) and

management's may well be at a

90 percent rating (excellent performance.) Thus, a 30 percent gap is evident between what the

customer is experiencing and what management believes it is delivering.

THROUGH USE OF FOCUS GROUPS

AND SOME OF THE OTHER TECHNIQUES DESCRIBED, THE REASONS

FOR THE GAP AND, MORE IMPORTANT,

THE SOLUTIONS TO CLOSE THE

GAP CAN BE IDENTIFIED.

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