4. Methodology
4.3. Interview questions design
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supermarket, and consumer cooperative. Therefore, this research cannot represent all service gaps in the industry.
4.3. Interview questions design
Interview questions in this study are developed from the PZB Model. The interview questions are divided into two parts according to the model: questions for service providers and questions for customers. The interview questions for service providers cover gap 1, gap 2, gap 3, and gap 4, while the interview questions for customers cover gap 5. Questions under each gap are divided based on factors that influence each gap (see Figure 6 before). Since perception of feasibility in gap 2, and supervisory control, role conflict, and role ambiguity which in gap 3 have weak influence on those gaps, this study doesn’t include those factors in interview questions design. This study also collects some possible issues from secondary data such as customer feedback on companies’ website, blogs, news, and reports, and direct observation. Some of the issues are presented in the interview questions design after being evaluated.
The questions on gap 1 investigate how companies understand their customer expectations on service and the differences between their perceptions of customer expectations. Some managerial issues include how managers encourage contact personnel to share customers’ suggestions, opinions, and communicate frequently with the contact personnel. Other issue implies company marketing research that focuses toward service quality.
Gap 2 proposes difference between management perceptions of customer expectations and service quality specifications. The questions investigate how far companies can translate customer expectations into actual service and what kind of
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barriers that occur during translation process.
Gap 3 outlines the difficulties in providing service according to original design and standard. In some cases, customers have experience of inconsistency in quality and dissatisfaction on service. The questions in this gap investigate the difference between standard prepared by managers and actual service delivery. For example, many organic chain stores hire housewives as store employees, hence part time employees are preferred rather than full time employees. Related to human resources training, if the training standards are not well managed, customers will have different service experience. Issues such as organic store employees’ service attitude and knowledge are also included in the interview. The PZB Model mostly focuses on interaction between staffs and customers. However, as retailer, organic chain store companies’ primary role is to pass the goods from supplier to customers by ensuring the product quality. Therefore, in this study the questions of gap 3 in this study examine the interaction between staffs and customers, company’s supplier management, and product quality management.
Gap 4 investigates difference between service delivery and external communication. Despite publication can give good impression for business, many companies don’t provide services as promoted in their advertisement. There are possibilities that customer perceived service may not be as good as they have seen in media.
Gap 5 examines difference between expected service by customers and actual perceived service. The questions in this gap investigate customer expectations and perceptions on the organic industry in Taiwan and service provided in organic chain stores.
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Gap Factors Interview protocol
Gap 1
Marketing research orientation
According to company knowledge, what are customer demands and expectations?
Is there any difference between customer expectation on service and the company perception?
How does the company understand customer demands and expectations on service?
How often does the company collect and analyze information about customer demands?
How does the company understand customer satisfaction on service quality?
Upward
communication
Does manager often communicate with the department (which responsible to collect and analyze customer expectations) and contact personnel, such as customer service and store employees?
What are the communication tools that often used?
Levels of management
What department that plays the role in collecting and analyzing customer expectations and satisfaction?
How far is the distance between this department and management level?
What services does company provide?
How does customer expectations and satisfaction on service play role in company’s service design?
What are difficulties or problems in satisfying
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What are unfulfilled customer demands?
How does company internal service improvement program work?
Goal setting How does the company translate customer demands and expectations into service quality specification? In what capacity does the company commit resources?
What are the difficulties in translating customer demands?
How does company manage capabilities in meeting customer service requirements?
Task
standardization
What are company’s procedures or standards in delivering service and setting service goals?
What are company’s performance measurement systems?
How does the company manage relationship with its suppliers? How does the company measure supplier performance?
How does the company measure and control product quality by suppliers?
Teamwork How is the working atmosphere and company culture?
Employee-Job Fit
How does the company measure and control service quality?
How does the system work in employee training?
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What are the company’s requirements of employees’
service attitude, product and organic/health related knowledge?
How is the employees’ willingness to provide prompt service?
Technology job fit
How does company technology support service delivery?
Perceived Control
How does employee flexibility affect service delivery?
Gap 4
Horizontal communication
How does the company manage relationship with customers? Which department plays this role? Does this department maintain communication with customer service and store employees?
How does the company manage external communication? What is the main content that usually brought in the communication? What is the main communication tool?
According to the company’s knowledge, is there any difference between product/service that company brings and customer expectation?
Many people don’t have trust in organic food, how does company react?
Propensity to overpromise
What kind of complaint does the company often receive? How does the company react?
There were negative news about organic products, for
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example there are chemical residues found on organic-labeled food, how does company respond?
Gap 5
Overall
satisfaction and expectation on the organic industry in Taiwan
What are your expectations on organic products and service in general? Is there any difference compared with current organic products and perceived service?
What do you think about current development of the organic industry in Taiwan?
Please give example of any aspect that needs improvement in the organic industry in Taiwan?
How satisfied are you with services provided by the chain stores? Is there any aspect of service or that hasn’t been provided or needs to be improved, for example stores’ physical facilities, store and employees appearance, company’ and employees’
ability to perform the promised service, company response and attention to customer request or problems, their knowledge and ability to perform service?