The Gap Between Customer’s Expectations and Experience Received from Wan Hai Lines in Penang

1 Background of research Penang Wanhai Line (M) Sdn Bhd is one of the branches of Wanhai Group headquartered in Taiwan. Wan Hai Route opened branch in Penang in 1992. Its core business provides transportation services to handle import / export cargo (CY to CY) between ports. These are mainly for short-distance transportation services and are arranging transportation with countries in the Asia-Pacific region such as China, Hong Kong, Taiwan, Southeast Asia. Wanhai Penang achieved a very good time and rapid growth in the 1990s and 2000 before the economic crisis. 2008

Service gap: Lovelock & Wirtz (2007: 424) "Differences in their perception of what services customers are expecting and what they are offering." Country stores can not meet their expectations, I feel dissatisfied when a customer enters the store and can not find what I want. As the survey shows, rural store customers' expectations are higher than the perceived service they receive. After observing the survey and thoroughly investigating, people noticed that village shops need to deal with the speed of service and other factors, and in order to improve the quality of service and customer satisfaction, We made it reliable. In this survey we also looked at the interactions between customers and stores and identified the process failure points. This report also discusses the gap between customer perception and village store expectations.

Since the gap model helps to determine the gap between management of Skippy home loans, employee and customer's expectations and perceptions, the difference between the expected service level and the customer's perception of the service actually received I will see the difference in quality of service. . The greater the difference between expectation and performance, the lower the level of quality of service for that company. It is important for administrators to understand customer expectations for service experience. We also need to understand the barriers that companies can not meet their needs. Since Skippy Home Loans has never done market research (through databases, questionnaires, interviews), understanding of customer expectations and their limitations is lacking.