Customers perceive that organizations are delivering low-quality service when a gap appears between promised levels of service and the service that is actually delivered. This gap is created when advertising, personal selling or public relations over-promise or misrepresent service levels.
This gap can also occur when companies did improve their service levels, but it is not visible to customers.
Making customers aware of these standards or efforts can heighten their service perceptions. If either or both of the following indicators are present, Gap 4 probably exists.
Lake of communication within and across departments (operations, marketing, and human resources) and branches can be responsible for Gap 4.
Another major cause of Gap 4 is a propensity to over promise in external communications. As a result, the company's promises do not accurately reflect what customers receive in the service encounter.
I am quite disappointed on advertising, not because they are all annoying, some of them are seems very attractive, but when you get in to it, it always not I expected. Once I read about free installation of eircom broadband in the paper, it was a fully page on the paper, and a big fund of customer inquires number on it. I can still remember it now, because I dialed hundreds of times.…
