第7講顧客定義的服務(wù)標(biāo)準(zhǔn)(已修改)
2025-01-20 02:34 本頁面
【正文】 Services Marketing 工商管理學(xué)院 張毓峰 Tel(home):87352039 Email: SERVICE STANDARDS ? 建立適當(dāng)服務(wù)標(biāo)準(zhǔn)的必備因素 ? CustomerDefined Service Standards ? Process for Developing CustomerDefined Standards ? Service Performance Indices Main Factors leading to Provider Gap 2 Company Perceptions of Customer Expectations CustomerDriven service Designs and Standards Inadequate standardization of Service behaviors and actions Absence of formal process for setting service quality goals Lack of customerdefined standards GAP 2 建立適當(dāng)服務(wù)標(biāo)準(zhǔn)的必備因素 ? 服務(wù)行業(yè)的標(biāo)準(zhǔn)化 ? 正式設(shè)定的服務(wù)質(zhì)量目標(biāo) ? 顧客定義而非公司定義的服務(wù)標(biāo)準(zhǔn) Standardization of Service behaviors and actions（ 服務(wù)行為的標(biāo)準(zhǔn)化） ? Some managers believe that services cannot be standardizedthat customization is essential for providing highquality service. This view leads to vague and loose standard setting with little or no measurement or feedback. ? Standardization of service can take three forms: (1)substitution of technology for personal contact,(2)improvement in work methods,(3)binations of these two methods. formal process for setting service quality goals（ 正式設(shè)定的服務(wù)質(zhì)量目標(biāo)） ? Companies that have been successful in delivering consistently high service quality are noted for establishing formal standards to guide employees in providing service. ? The types of formal goal setting are relevant in service business ( individual / overall department or pany). Customerdefined standards （ 顧客定義的服務(wù)標(biāo)準(zhǔn)） ? Virtually all panies possess service standards and measures that are panydefined they are establis
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