Unit 11: Relationship Marketing
By Rais Mauthoor
Business Wedlock
Introduction
This assignment will use different techniques to identify perceived quality gaps for a
selected service/product and explain the options open to Tesco for closing a perceived
quality gap. Lastly, this report will make justified recommendations for improving
Tesco’s relationship with a group of customers.
P4 Use different techniques to identify perceived quality
gaps for a selected service/product
Quality
Quality as conformance to standards
A product that conforms does what is required or expected by a customer. Quality as
conformance to standards suggests that a product should perform in the standard that
meets the customer’s expectations and the product specifications. Quality of
conformance is the quality of a product that is actually produced while following the
specification or design. A product that meets or conforms to the specification has
satisfactory quality of conformance.
Difference between conformance to quality standards and high-quality specification
Quality specifications are the detailed requirements that accentuate the full quality of a
product. A plethora of various elements can be deemed as part of quality, such as the
design or taste of a product. Moreover, these elements can be either tangible or
intangible. Conformance to quality standards is the quality of a product actually
produced and high-quality specification is the intended quality of a product.
Need to go beyond “conformance to standards” in competitive markets
In competitive markets, there will be a necessity to go beyond conformance to
standards. This is because there will be many rivals in the market attempting to gain
market share and customers will judge each product according to various aspects which
may include quality. A high-quality product will be an easy choice for customers since it
is unique, goes beyond standards and has characteristics that differentiate it from the
competition.
Quality dimensions (reliability, responsiveness, assurance, empathy, tangibles)
There are five quality dimensions that are used to judge service quality. These are
reliability, responsiveness, assurance, empathy and tangibles. Reliability is the
competence to perform a promised service dependably, accurately and on time.
Responsiveness is how fast a business is at supporting customers and providing quick
service. Assurance is the ability of a business to convey trust and confidence to
By Rais Mauthoor
Business Wedlock
Introduction
This assignment will use different techniques to identify perceived quality gaps for a
selected service/product and explain the options open to Tesco for closing a perceived
quality gap. Lastly, this report will make justified recommendations for improving
Tesco’s relationship with a group of customers.
P4 Use different techniques to identify perceived quality
gaps for a selected service/product
Quality
Quality as conformance to standards
A product that conforms does what is required or expected by a customer. Quality as
conformance to standards suggests that a product should perform in the standard that
meets the customer’s expectations and the product specifications. Quality of
conformance is the quality of a product that is actually produced while following the
specification or design. A product that meets or conforms to the specification has
satisfactory quality of conformance.
Difference between conformance to quality standards and high-quality specification
Quality specifications are the detailed requirements that accentuate the full quality of a
product. A plethora of various elements can be deemed as part of quality, such as the
design or taste of a product. Moreover, these elements can be either tangible or
intangible. Conformance to quality standards is the quality of a product actually
produced and high-quality specification is the intended quality of a product.
Need to go beyond “conformance to standards” in competitive markets
In competitive markets, there will be a necessity to go beyond conformance to
standards. This is because there will be many rivals in the market attempting to gain
market share and customers will judge each product according to various aspects which
may include quality. A high-quality product will be an easy choice for customers since it
is unique, goes beyond standards and has characteristics that differentiate it from the
competition.
Quality dimensions (reliability, responsiveness, assurance, empathy, tangibles)
There are five quality dimensions that are used to judge service quality. These are
reliability, responsiveness, assurance, empathy and tangibles. Reliability is the
competence to perform a promised service dependably, accurately and on time.
Responsiveness is how fast a business is at supporting customers and providing quick
service. Assurance is the ability of a business to convey trust and confidence to
