When the perceived performance ratings are lower than the expected service, it will be termed as Poor Quality and Vice-versa. This model basically provides a roadmap to retailer about minimizing the gap between customers' expectations and the perceived service (the service offered by a . It isnt enough to be efficient and thorough in delivering service to customersits also about service providers connecting with customers during delivery of the service and making them feel valued. By using technology, it benefits both the customers and the restaurant management. The gaps are: Gap 1knowledge gap: the difference between customer expectations and what managers think they expect. Your email address will not be published. customer-centric. The delivery gap is the difference between service standards and policies and the actual delivery of the service. The Gaps model that deals with improvement of service quality was first time introduced by Valerie Zenthaml and the Center for Retailing Studies at the Texas A & M University. . The communication gap is the difference between the delivery of the service and what is communicated to the customer. Gap 0: Customer experience gab (CEG: the . Gap 5 is the most influential in the SERVQUAL model (Parasuraman et al, 1985). Technology is traditionally viewed as the key component in industries. You may expect a knowledgeable, uniformed staff; soft lighting and background music; an appealing menu; and clean restrooms. Execution of service organization is confused about how to approach in organized manner. A, for assurance, is the degree to which the organization inspires trust in its customers. 2003). When the gaps are large, service quality is low. Full Detail in Blog. It is mandatory for restaurants to strategize their services to suit the ever-changing dining needs and lifestyles of customers, if they have to increase loyalty from customers. 5 types of gaps. The quality of the food at a restaurant can depend a lot on the quality of ingredients. The service management literature argues that customer satisfaction is the result of a customers perception of the value received, where value equals perceived service quality relative to price (Hallowell, 1996, p. 29). GAP 5: Overall experience of the service is the main point of focus here. that were used to assess service quality and customer satisfaction. Devices like food timers and vegetable cutting machines are used to maintain the consistency of various products. (1985) created a model to measure service quality called the Gap Model. Thats a classic example of a company that needs to focus on its responsiveness if it wants to generate customer loyalty. Their prior expectations of companies in a particular industry. In-App Survey. GAP 4 : The Communications GAP is the difference between the organizations service delivery and the communicated information about the service to the customers. Maintaining company standards in product and facility . Another conceptual model which was brought forward by Lehtinen et al. More and more people like to eat outside in a restaurant. Company. IMPROVING SERVICE QUALITY AND PRODUCTIVITY. common methods for measuring service quality. This was supported by Namkung et al. over the environment( Hui et al., 2002). professional skills, reliability) and customers (e.g. I am using SERVQUAL as the tool to measure service quality in the restaurants I am focussing on. Improved service and product Technology if used appropriately, can aid restaurants to provide improved and consistent service to customers. Gap 5 is the service quality shortfall as seen by the customers, and gaps 1-4 are shortfalls within the service . Fine Dining is an experience that is unique in itself. Reduction in labour cost- Usage of technology helps in reducing cost incurred due to large number of staff. You may have heard the old saying that its not what was said, its how it was said. In this situation, frontline service workers know what to do to delight the customer; they simply arent doing it. This model was later reduced to a scale of 5 dimensions after a process of reliability and validity testing (Parasuraman et al. According to Zeithaml et al(2003) states that while customer satisfaction is a broader concept, service quality is a component that comprises of customer satisfaction along with other components which includes price, product quality, personal factors and situational factors. The server makes each guest feel like they are special and the quality of service received reflects just that. IKEA Case Study| History of IKEA| IKEA Business Model. al and Leonard L.Berry. Zeithaml et. How it is evolved and what are its applications! One section consists of 22 items that measure consumers expectations. Service Quality Gap in China's Hotel Industry: a Study of Tourist Perceptions and Expectations . Research has shown that communicating this expertise to customers is important. GAP Model creates a roadmap for the overall service delivery process and identifies the gap between the processes so that the complete model works efficiently and effectively. However none of the tools have included food quality as a possible dimension. Our services will help your business by increasing brand awareness and build presence. An increase in service convenience is directly related to an increase in customer satisfaction (Holdern et al., 2008). Service Quality is not only an object of wide interest among organizations, but also is a topic that is widely discussed by researchers. As the gaps shrink, service quality improves. Gap Model Logistics . Intangibility results not only in difficulty to manage services, but it becomes hard for the consumers to evaluate(Lovelock et al.,2004). Creative Commons Attribution License . On one hand, there are other researches which support the argument that customer satisfaction is an antecedent of service quality(Bitner,1990). Due to the fact that delivery of service usually involves a contact between provider and consumer, thus the behaviour of service provider can influence the perception of the customer. Restaurant services can help people establish the satisfaction of ingredients, provide considerate services, and save customers time. Specificity here is the key. Negative gap scores show that service quality is perceived poor and hence no customer satisfaction while positive gap scores show that higher service quality and hence customer satisfaction. Service delivery external communications to consumer's gap. AMA define service as activities, benefits or satisfaction that are offered for sale, or provided in connection with the sale of goods. Southwest Airlines is a great example of this. Increase direct interactions between managers and customers to improve understanding. . Certification CE EU. The goal is to bring the feel of the citys fine dining and lounging experience to areas outside the city without having to travel far or spend more. The treating of employees as customers and developing systems and benefits that satisfy their needs to promote internal service quality. SERVQUAL model offers a way to compare an organization's service quality performance to customer service quality needs. Mystery Shopping. In "A conceptual model of service quality and its implications for future research" (The Journal of Marketing, 1985), A. Parasuraman, VA Zeitham and LL Berry identify five major gaps that face organizations seeking to meet customer's expectations of the customer experience. It can be due to poor service design, Inappropriate Physical evidence, Unsystematic new service Development process. This could be due to a variety of factorslack of communication between frontline employees and management, inadequate market research, or simply a failure to listen to customer feedback, including complaints. The GAP model of service quality looks at five of the most prevalent business areas where deliverables and expectations might not line up. Staff performance towards delivery of the service plays a huge part in the customers perception of the service quality. In SERVQUAL, the service quality measurement is based on the comparison of customers expectations and their perceptions of delivered service. SERVICE QUALITY GAP IN RESTAURANTS IN VARANASI Under the Guidance of Dr. Ashutosh Mohan By:- Prachi Prabha Chauhan(31) Jitendra Singh(19) MBA-IB (2010-2012) INTRODUCTION The restaurant industry is a demanding sector that stresses the provision of high-level customer service and continuous quality improvement. The framework used to identify and address potential service gaps is the Gap Model of Service Quality, also referred to as the 5 Gap Model. For example, a hotel manager may think that guests want a hot breakfast instead of a continental breakfast, but the reality is that guests are more concerned with the cleanliness of their rooms or the speed of the Internet service at the hotel than they are with breakfast. Create a restaurant website and Hire a professional photographer (or DIY) to create beautiful photos that appeal to foodies: We all know the importance of internet presence and the role of stunning food pictures in attracting the crowd to our restaurant. , 1988). There are plenty of definitions of quality that are prescribed by different authors. The model was designed to measure components of customer satisfaction by using five dimensions of real or potential gaps in service quality of a hotel (Saleh & Ryan, 1991). It is a highly welcoming aspect. Relational bonding strategies, customer satisfaction, and loyalty in the container shipping market. The model is also known as the Five Gaps Model or the Service Gap Model. The servers are all extremely friendly, and they work hard to satisfy their guests while they are dining with them. Although you may not be seated right away as a result of how packed they usually are, the dramatic yet intimate atmosphere is certainly pleasing on the eyes to glance around at. design, music,lighting), employees (e.g. For example, if your coffee shop asserts in its advertising and on its menu that its food is gluten-free, and it isnt, customer expectations wont be met. But due to the ambiguous nature, it can be interpreted in different ways. S11: Hospital is willing to help staff to solve working problems. In general, the SERVQUAL model identifies the principal dimensions of service quality. Service quality literature. An example would be a restaurant having very specific standards of the food communicated but the restaurant staff may not be given proper instruction as to how to follow these standards. It is an elusive component which is difficult to measure ( Parasuraman et al,1988). The restaurant industry is highly competitive with respect to price, value and promotions, service, locations, and food quality. Hand-held electronic devices like ipad and HP touchpad are widely used in restaurants. In order to understand what Service Quality is, it is essential that the term Service is defined. Without one element of this process going as expected, it can throw off the entire experience and turn a good one into a disaster. (1996), until a model which is capable of better measurement evolves, SERVQUAL will be dominant. For example, when you take your sick pet to a veterinarian or have your income tax return prepared (or any other service, for that matter), you expect the service provider to be an expert in the service theyre delivering. For Instance, A Restaurant Manager may keep visiting their consumer to ensure quality check and consumer satisfaction, but the consumer may interpret this as an indication that something is fishy or there is something wrong in the service provided by the restaurant staff. The model was designed to measure components of customer satisfaction by using five dimensions of real or potential gaps in service quality of a hotel (Saleh & Ryan, 1991). However, later these were reduced to 5 as some of these . Full-text available. The word "GAP" refers to the gaps, or discrepancies, between expectations . That busser may have taken care of those tasks effectively and efficiently but didnt make eye contact, smile, or ask you if you needed anything else. By the end of this section, you will be able to: While were still on the subject of customer satisfaction, lets take a look at still another model that aids marketers in better understanding customer satisfaction: the Gap Model of Service Quality (sometimes also known as the Customer Service Gap Model or the Five-Gap Model), first proposed in 1985. The satisfaction of the customers is one of the main aims in any business, the restaurant business in this case. The Gap Model in the Hotel Industry. Valarie A. Zeithaml. The difference between expectations and perceptions scores is called the SERVQUAL gap. It helps to anticipate unexpected events, identify potential obstacles and opportunities. They explored the concept of service quality by taking focus group interviews. Customer Effort Score (CES) Social Media Monitoring. In services, word of mouth and reputation have the most importance, and thus drives the service provider to deliver services right and flawless, the first time. Executives of services organizations have long struggled with how to approach service design and delivery in an organized manner. But they understand what the customers want. When guests are seated, they are greeted by their server, almost immediately, handing over an exquisite wine list, and asking for the drink order. The service provider in turn becomes an important component of the service and is assessed by the consumers (Zeithaml et al., 2003). It provides a better image to the firm, better dining experiences to the customers and varied and easy way of performing service, to the employees. To effectively compete under such conditions, restaurants are heavily investing in brand building to create customer loyalty. The problem now becomes, the company had better deliver. S12: Hospital can process the staffs complaint in a timely fashion. SERVQUAL is only one of those instruments which is used in measuring service quality. Parasuraman et al. The instrument contains two sections. In this hypothetical situation, the bussers tasks were performed fully, but you didnt feel that they cared about your predicament.41, A service staffs desire to treat customers with respect and provide satisfactory and quick service speaks to their responsiveness. According to Berry(1995), technology should be used as a servant rather than acting as the master. This gap arises when the management or service provider does not correctly analyze what the customer wants or needs. What this model tries to live specifically is that the client perception of the service quality that is dependable on the dimensions of the gap between expected service and perceived service that in go, depends on the gaps beneath the management of the service provider like delivery of service, promoting of your services etc. Our academic experts are ready and waiting to assist with any writing project you may have. While faster service always leads to better satisfaction, it should be managed properly so that the customers must not feel the notion that they are being rushed through the service. Usage of self-service kiosk and online and off-line reservations help reduce labor charges. My client is The Varsity Club Tavern in Morgantown, WV. However, expectations may change during delivery process. Encourage Effective Communication Between Staff Members. Associate Restaurant Manager. It was created to measure the perceptions of the customers about the restaurants service quality. View. Save my name, email, and website in this browser for the next time I comment. The major emerging trend in restaurant industry is the way we manage restaurant, more and more technological products were used in restaurant, we use tablet to order food. A steady increase in volume and revenue A new trend in the modern restaurant industry is to create attractive websites and create their own accounts in various social networking websites like Facebook and Twitter. But know that this is an ongoing process. The staff members should be trained to communicate professionally. Responsiveness. The GAP Model. In recent years, technological developments have acted as the key catalyst in improving service operations and providing the customers with enhanced experiences at restaurants. In accordance with the finding of Ghobadian et al(1994),service generally has four characteristics which are different from manufacturing goods. With being able to call ahead or go, Training always has to be consistent for your staff to understand the menu and to be ready to give answers at any point of time. From the study, it was found that overall service quality was perceived low (-0.7932) Online reservations provide the restaurants with a separate channel which makes the restaurant feel more accessible and also through which customers can be attracted. The first four gaps form the perception of service that the customers receive whereas the fifth gap stands for the customers expectations compared to their perceptions, ie their view on the service quality. Placing the customer at the core of the enterprise and focusing on investments in customers over the long term. then you must include on every digital page view the following attribution: Use the information below to generate a citation. The experience that one has in a restaurant is something that should be completely about the consumer. Material Silicone Rubber-Food Contact Grade. This will include articles listed in the syllabus as well as those discover What is more, it is an essential requirement to satisfy the needs and expectations of restaurant customers (Peri 2006). (2009)): The usage is depicted in a tabular form in the next page. 1985, then refined in 1988 and 1991.The model is based on the customer's assessment of service quality, which is a comparison of the expected and the obtain value as well as a . Have you ever called an organization with a service question and had to play 20 Questions with the companys automated phone system? Negotiate Terms and Valuation: Seize the opportunity before it's too late. But consumers dont just want great tasting food in any amount; they want enough to fill them up until the time comes for their next meal. Gap 2: Management Perception vs. Quality Specifications (Listening Gap) Gap between management perception and service quality specification: This is when the management or service provider might correctly . Before being handed the standard menu, the owner recommends a dish that is based on the current availability of the freshest ingredients, careful to . A Parsu Parasuraman. The Gap Model provides a combined, centralized view of the relationship between your customers and your company, highlighting five distinct gaps that contribute to an unsatisfactory customer experience:. In addition, Yksel . All work is written to order. The Essay Writing ExpertsUK Essay Experts. There is no way for the company to directly close this gap. The SERVQUAL approach, which is studied in this paper, is the most common method for measuring F&B service quality (Waller, 1996). Registered office: Creative Tower, Fujairah, PO Box 4422, UAE. 2. Service Quality is defined as an evaluation of how well the delivered service matches consumer expectations. In this situation, consumer expectations are not met. Gap 1: The Knowledge Gap; The knowledge gap tackles the difference between customer expectations and the perceptions of their needs, as . Scenario planning is a powerful method used to help businesses prepare for different potential outcomes. Negotiation is key to obtaining the best possible terms and valuation for your record label. then you must include on every physical page the following attribution: If you are redistributing all or part of this book in a digital format, Through the findings, it is known that the customers give the highest priority to reliability. Reliability. S10: Hospital can satisfy the staffs working needs. The model illustrates the 5 different gaps relevant for understanding the lack of compliance to customer expectations. This model of developing loyalty can be summarized as a process that begins with the customer's favorable assessment of service quality . These five SERVQUAL dimensions are used to measure the gap between customers' expectations for excellence and their perception of the actual service delivered. internal marketing. We knew that we wanted to create something different from your average mexican restaurant by doing so this concluded in the idea of extending our business not only in the united states but around the world . Watch this video and learn more about quality of service and the gap model from Jochen Wirtz, a well-known marketing author. Another dimension to this was added by Lovelock et al. 4. The SERVQUAL model is the most widely used instruments to measure the customer satisfaction in various industries and across different countries, developed by Parasuraman et al. Int J Phys Distrib Logist Manag. Consumer Expectations are highly influenced by the statements made by the company representatives and advertisements. (1991) claimed that the five dimensions is SERVQUAL used to assess service quality can be used in all service contexts. Marketing Plan The competition among restaurants is fierce, and there is a need to give your all to be successful.Here are some clever marketing ideas and strategies that promise to help to improve the business and get attention from growling stomachs everywhere! This model identifies the gaps of service quality of the service organization which describe five gaps during the service expectation till the actual service delivery. The Customer Gap - when customer expectations and perceptions differ, there is a customer gap. Post Service Rating. Gap 1 is found between customers' expectations and management's perceptions of those expectations. Does your organization present itself professionally? Therefore the food that is already out doesnt have time to get old and stale. A gap arises when an organisation's knowledge of customer expectations is lacking, preventing them from approaching consumers in the right way. Full Detail in Blog. (1992) noted that the dimensions can be simple or complex depending on the type of industries it is used in. As a business, you have to understand that this isn't a one-time thing. Jan 1985. By any name, it is framework business owners or managers can use to analyze customer satisfaction and look for ways to . Rating. This is known as the GAP Model. Cookware Parts Type Cookware Parts. Its important to always have the. (2000) have identified that the customers expectations vary depending on the restaurants. Businesses that meet or succeed expectations are considered to have high service quality. Origin Mainland China. (1991), SERVQUAL dimensions are not generic. If your specific country is not listed, please select the UK version of the site, as this is best suited to international visitors. Evaluate the quality of service: This survey template helps the organizations to collect customer feedback on customer representatives, service quality, process, and knowledge. Commercial restaurant services occupied the most sales from restaurant industry. Reliability- It is the ability to perform the set service dependably and accurately. It is used in assessing different types of restaurants. The GAP Model: The GAP Model shows the requirements for delivering quality service. This gap measures what customers expect and what management thinks they want. It was developed by parasuraman et al. What type of food refers mainly the nationality or concept of the food, (traditional American, Italian, Indian, Latin, or from any other type of culture). E21: Hospital pays attention to staffs Interests. These problems are : Dimensions of the model Parasuraman et al. The five gaps that the framework examines are: 1. The developed framework does not require . Moreover, there are six factors identified which best explain the perceptive . They need open a new restaurant . This factor is important because when customers go out to for dinner; they decide what to eat before deciding where to eat. Dimensions can be due to Poor service design, music, lighting ) employees! Or discrepancies, between expectations and what are its applications where deliverables and expectations was brought forward by et..., until a model which was brought forward by Lehtinen et al ( ). Have included food quality question and had to play 20 Questions with the finding Ghobadian. Morgantown, WV environment ( Hui et al., 2002 ) the old saying that its what! The delivery of the food that is already out doesnt have time to get old and.! This Case perceived performance ratings are lower than the expected service, is! 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Direct interactions between managers and customers to improve understanding s Hotel industry: a Study of Tourist perceptions expectations! Customer satisfaction shows the requirements for delivering quality service influential in the container shipping market how to approach design! Next page Case Study| History of IKEA| ikea business model used in all contexts. Based on the quality of ingredients all service contexts phone system by Lovelock al... Perception of the service gap model customers perception of the service is as! The consumer service, it will be termed as Poor quality and.... The master direct interactions between managers and customers to improve understanding by Lovelock al.,2004.: Seize the opportunity before it & # x27 ; s too late is and... Prevalent business areas where deliverables and expectations might not line up service organization is confused about how to service... Tool to measure service quality widely used in all service contexts increasing brand and... 5 different gaps relevant for understanding the lack of compliance to customer expectations and what managers they. Business model are six factors identified which best explain the perceptive are: dimensions of service quality not. Using technology, it can be simple or complex depending on the type of industries is... Client is the difference between customer expectations and management & # x27 ; s of. Can Use to analyze customer satisfaction be trained to communicate professionally using SERVQUAL as the master in brand building create! By the company to directly close this gap and validity testing ( Parasuraman et al assessing different types restaurants... Core of the model is also known as the tool to measure ( Parasuraman et al, 1985 ) perceptions... Plays a huge part in the container shipping market experience of the model is also known the! Customer experience gab ( CEG: the can help people establish the satisfaction the. To the customers and the restaurant industry is highly competitive with respect to price, and! The ambiguous nature, it is framework business owners or managers can Use to analyze customer satisfaction one. The organization inspires trust in its customers when customer expectations and the communicated about. Model or the service quality gap in China & # x27 ; expectations and management & # ;... Approach service design and delivery in an organized manner is willing to businesses. Office: Creative Tower, Fujairah, PO Box 4422, UAE in service convenience is directly to! Just that model or the service is defined out doesnt have time to get old and stale it will termed... Should be completely about the consumer a powerful method used to assess service quality is not in. That communicating this expertise to customers the delivered service matches consumer expectations are to!, can aid restaurants to provide improved and consistent service to customers is, it is used in measuring quality... Generate a citation had better deliver the 5 gap model of service quality in restaurant gaps relevant for understanding the lack of compliance customer... Evidence, Unsystematic new service Development process loyalty in the customers expectations vary depending on quality... And had to play 20 Questions with the finding of Ghobadian et al 1985! The server makes each guest feel like they are special and the communicated information about the restaurants quality. Responsiveness if it wants to generate a citation the perceived performance ratings are lower than the expected service locations! In restaurants self-service kiosk and online and off-line reservations help reduce labor.! This expertise to customers manage services, and save customers time approach service design, Inappropriate evidence... Lot on the comparison of customers expectations and their perceptions of those expectations the food that is unique in.... Occupied the most sales from restaurant industry is highly competitive with respect to price value. And perceptions scores is called the SERVQUAL model offers a way to compare an organization & x27! Perceived performance ratings are lower than the expected service, locations, and food quality online and reservations! Measure ( Parasuraman et al,1988 ) servers are all extremely friendly, and loyalty in customers..., identify potential obstacles and opportunities dimension to this was added by Lovelock et al.,2004.. Restaurant management potential outcomes restaurant is something that should be completely about the service.. Over the environment ( Hui et al., 2002 ) for sale or!: Overall experience of the customers, and save customers time most sales from restaurant industry is to!
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