GAP analysis of consumer’s expectation versus their perception of Sun Home Energy Ltd.’s service

Abstract

Sun Home Energy Limited (SEHL) is a solar home system installation and service providing company started their business in Bangladesh in the last part of the year 2011. Currently they have seventy branches throughout the country. They offer a few types of service agreements based on the service period of their customers. According to the information provided by the contact person of Home Energy Limited, we have observed a good rise in business from 2012-2014 but faced a major fall in 2016. From the GAP model analysis and customer expectation and perception research we come to know that there is a huge GAP between their customers’ expectation and perception. To figure out where are the gaps that are mostly effecting, we did the gap analysis. Surprisingly, we had all the results in negative. This means, Sun Home Energy Ltd. needs to improve their service in every sector to retain their customers and attract new customer as well. According to their customers, Sun Home Energy Ltd. is less reliable and responsive towards them. So, their main challenge is building relationship with the customer to acquire more customers, satisfy customers, retain customers and enhance them as well. These all are only possible if they improve their service the way customer want. We include different aspects of service marketing in this report including customer relationship building, Service recovery, Service development and design, IMC. We also provide our suggested action plan which will be the way forward for the company to deliver best quality service and archive sustainability in this competitive market.