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Customers rely on five service quality dimensions which are critical to customer loyalty (Arlen, 2008). This document will analyze Gap Inc. stores against these dimensions. Tangibles – this refers to the décor, facilities, instruments and equipment, employees and marketing materials within an organization. Gap stores are a good mix of great merchandising with modern lighting and good music. The design is simple so customers can find what they are looking for and employees are helpful. The digital interfaces are very elegant and contribute $2.26 billion in e-commerce revenue (Sacks, 2015). Reliability – means the ability of an organization to perform a service and assure delivery. To meet customer demands in brick and mortar stores and online, Gap has created a new Digital Growth and Innovation division (Binns, 2013). They aim to offer a very seamless buying experience for customers. Responsiveness – referring to how quickly an organization reacts to provide help and service. Gap is known for its responsiveness and the ‘Reserve In Store’ policy helps customers reserve a product and pick it up when time permits (Binns, 2013). Assurance – measures the trustworthiness of the business. Gap measures trends and needs of customers using big data analytics, offering them the best in fashion. Empathy – the way a firm provides attention to customers. Gap employees and policies ensure that customers are supported as needed at stores, online stores and with purchase issues and returns. Gap differentiates itself from competition on the Tangibles front with great offerings, store design, merchandising and a superior digital experience.
References
Arlen, Chris. “The 5 Service Dimensions All Customers Care About.” serviceperformance,
www.serviceperformance.com/the-5-service-dimensions-all-customers-care-about/.
Accessed 16 January 2017.
Binns, Jessica. “Gap CEO: 80 Percent of Customers Visit Stores, Despite Online Investments.”
apparel, apparel.edgl.com/news/Gap-CEO--80-Percent-of-Customers-Visit-Stores,-Despite-Online-Investments88023. Accessed 16 January 2017.
Sacks, Danielle. “Inside Gap’s Plan to get back into Your Drawers.” fastcompany,
www.fastcompany.com/3042434/gapquest. Accessed 16 January 2017.
