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Gap analysis of the quality of sales service

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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)

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.

Suggested Citation

  • Štěpán Kala & Lucie Vokáčová & Jan Huml, 2011. "Gap analysis of the quality of sales service," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 59(2), pages 137-142.
    • Handle: RePEc:mup:actaun:actaun_2011059020137
    DOI: 10.11118/actaun201159020137
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    References listed on IDEAS

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    1. Czepiel, John A., 1990. "Service encounters and service relationships: Implications for research," Journal of Business Research, Elsevier, vol. 20(1), pages 13-21, January.
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