Perceptions, satisfaction and quality gaps

Perceptions, satisfaction and quality gaps

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 3: Customer Perceptions and Expectations of Services

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of perceptions, satisfaction and quality gaps.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Customer perception on service product
• Customer satisfaction and service quality
• Gap model of service quality

Detailed Microsyllabus

1. Customer perceptions

   1. Explain how service experiences and information shape perception.
   2. Distinguish perceived performance from provider intentions.
   3. Identify relevant dimensions of service assessment.

2. Satisfaction and quality

   1. Compare satisfaction with service-quality judgments.
   2. Relate expectations and perceived performance.
   3. Assess appropriate customer feedback measures.

3. Gap model

   1. Explain customer and provider gaps in service quality.
   2. Diagnose knowledge, standards, delivery and communication gaps.
   3. Propose remedies supported by evidence.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 109–111.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.