1. Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios; Objetivos

2. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
La calidad en el servicio
Objective 4

3. Percepción del
servicio
Expectativa del
servicio
CLIENTE
COMPAÑÍA
BRECHA
DEL CLIENTE
BRECHA 1
BRECHA 2
Modelo de las brechas (Gaps)sobreModelo de las brechas (Gaps)sobre
la calidad en el serviciola calidad en el servicio
BRECHA 3
Comunicación
externa con los
clientes
BRECHA 4
Entrega del servicio
Diseños y estándares de
servicio orientados al
cliente
Percepciones de la
compañía sobre las
expectativas del cliente
Objective 4

4. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
El modelo de las brechas (Gaps)
Objective 4

5. La brecha del servicio o brecha del clienteLa brecha del servicio o brecha del cliente
Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Objective 4

6. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
El modelo de las brechas (Gaps)
Objective 4

7. Percepción del
servicio
Expectativa del
servicio
CLIENTE
COMPAÑÍA
BRECHA
DEL CLIENTE
BRECHA 1
BRECHA 2
Modelo de las brechas (Gaps)sobreModelo de las brechas (Gaps)sobre
la calidad en el serviciola calidad en el servicio
BRECHA 3
Comunicación
externa con los
clientes
BRECHA 4
Entrega del servicio
Diseños y estándares de
servicio orientados al
cliente
Percepciones de la
compañía sobre las
expectativas del cliente
Objective 4

8. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
El modelo de las brechas (Gaps)
Objective 4

9. La brecha del conocimiento-brecha del
proveedor
Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Objective 4

10. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
El modelo de las brechas (Gaps)
Objective 4

11. El modelo de las brechas (Gaps)
Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Objective 4

12. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
El modelo de las brechas (Gaps)
Objective 4

13. El modelo de las brechas (Gaps)
Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Objective 4

14. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
El modelo de las brechas (Gaps)
Objective 4

15. El modelo de las brechas (Gaps)
Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Objective 4

16. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Retención de los clientes
Objective 5

17. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Retención de los clientes
Objective 5

18. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Retención de los clientes
Objective 5

19. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Tácticas de retención de clientes
Objective 5

20. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Tácticas de retención de clientes
Objective 5

21. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Tácticas de retención de clientes
Objective 5

22. Copyright ©2005 by South-
Western, a division of
Thomson Learning. All rights
reserved.
Tácticas de retención de clientes
Objective 5