The object of this dissertation shall check if there is perceptual gaps between a business organization and its customers about the customer satisfaction with products and services. If so, to find out their causes, first we do confidence, validity and correlation analysis using 11 variables, second boil them down to 7 variables, and finally do the hypothesis test.
The result shows that at the confidence level of 0.001, there is no perceptual gap for the telephone directory variable but for the other 6 variables there are considerable differences. Accordingly, it is considered the big differences between customers and providers would cause big troubles in the marketing activities.
The perceptual gaps stem from the reasons that the business organization does not perceive and estimate the qualities of its products and services the same way its customers do about. Therefore, to narrow the perceptual gaps, it solicit its employees, who make direct contacts with their customers, to cooperate voluntarily through systematic and computerized evaluation, information sharing, and delegation of power and so forth.
