Gap Identification in Service Market

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Not matching performance to promise (Gap4):

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This is the difference between service delivery and the service provider’s external communications. Promises made by a service company through its media advertising, sales force and other communications may potentially raise customer expectations, the standards against which customers assess service quality. (Wilson, et al., 2012)

When Virgin Active advertises they don’t target a certain age or gender group which sometimes can cause confusion which may result in false advertising for example when customers don’t get the “guaranteed” results as advertised. In order to improve this gap Virgin Active is going to need to be more specific in adverts and not put extra costs in fine print or leave it out overall.

I had an encounter when I joined Virgin Active personally, I was offered a deal of a certain price per month because I’m a student but ended up paying a hefty joining fee and after 6 months paying the same as what normal members pay which was a promise that wasn’t delivered and wasn’t discussed with me as the terms and conditions. This means that Virgin Active broke their service delivery promise and failed to communicate all relevant information about the membership.

Closing the Gaps:

Proposed App:

In order to close the above gaps I am proposing an app in the form a social network. It will include features that target specific groups of people. When the app is first downloaded and opened you will need to state whether u are an active newbie, and active intermediate, an active athlete or even active professional.

Under each of these categories you will be able to state whether you a still in school, a student or working; which will determine a lifestyle plan as well as professionals that suit your lifestyle. This will include meal plans (Recipes and Shopping Lists), exercise plans for in gym use as well as descriptions of how to use the gym equipment safely, and effectively avoiding injury and maximising results.

Further you will be able to register and link this app to a gym membership at a cost that will also suit your lifestyle. The app will also include various social groups for example a motivational group with daily gym motivation in various forms dependent on your level of gym experience (beginner, advance, male, female etc.). You will also be able to join social groups in which you can get into contact with professional personal trainers, asking questions, making appointments for training sessions etc which will bridge the gap between customer expectation and service delivery. As well as a group for people at similar gym levels as you forming tight relationships with fellow gym members sharing advice and motivation.

App Design:

The app will be easy and convenient to use for all active ages. Once you have registered it will take you step by step through the setup process.

Setup process

- Enter your membership card number

- Enter your e-mail address where you will receive your verification code

- Set up a password for yourself

- Identify your age group and lifestyle

- Identify your fitness level and active stage

- Choose a convenient membership package

- Identify what gym you are a member of (in what area)

- Enter all your measurements and weight

- Watch the video on how to use the app

- Link the app with your notification settings

- And you’re good to be active!!

The app will have a newsfeed that will tell you about all upcoming events and promotions at Virgin Active and give you daily motivation posted just before your average workout time so you can maximise your performance in your workout time and remember why you started.

The app will also have a task bar where Virgin Active will give you a different workout routine for each day ensuring that you don’t over train a certain muscle. In this task bar there will also be a supplement plan and a meal plan that will suit your pocket depending on your lifestyle making sure you get enough nutrition to boost your performance legally without performance enhancer drugs.

The task bar will also have a feature where you can fill in surveys after every day’s workout so that Virgin Active can keep monitor of your happiness at their gym.

The app will also have a search bar where you can ask questions about your workout or nutrition and join relative conversations. You will also have a monitor bar where you enter your measurements and weight after each week so you can see your progression and monitor your performance. As soon as you reach a new peak level and promote to a next level of health and fitness the app will immediately inform you and update your workout and meal plan so it can work with your new level of progression.

The app will also take you through step by step instructions on how to use your training equipment right to avoid injury and reach the maximum results out of the exercise. Your app will also have a booking task bar where you can book a:

- Personal trainer

- Swim sessions

- Squash court

- Spot in boot camps

- Spinning classes

- Yoga sessions

- Cardio circuts

All at the comfort of your own home without needing to go to the gym to personally make your bookings.

The fun part of the app is that you can add friends with the app and have conversations, the app will also suggest people at the same level as you so that you can make new friends and gym partners because I mean who ever wants to gym alone??

How the gaps are closed

Customer gap

The gaps are closed with the app by explaining the members with the app that progress takes time, commitment, motivation, dedication and hard work by them and that their results won’t appear over night