【正文】 第一篇：市場營銷畢業(yè)論文中英文文獻(xiàn)Ten Lessons for Improving Service QualityLeonard Berry, , and Valarie Zeithaml, 2003 [03104]Between 1983 and 1993, Berry, Parasuraman, and Zeithaml conducted a prehensive, fivephase study of service quality in America under the sponsorship of the Marketing Science have published a series of MSI monographs, journal articles, and several books based on this reflected on their research journey in an MSI mentary that was published in 1993 and republished in 1994 by the Academy of Management Executive, and is now reprinted the preface below they revisit their reflections of ten years Quality service helps a pany to maximize benefits and minimize burdens for customers—the essence of delivering it is important to most customers and defies imitation by petitors, quality service offers a key petitive , firms in every industry have demonstrated the differentiating power of excellent , despite this, price petition seems to dominate pany efforts to provide meteoric growth of WalMart Stores—and the tendency of many firms to lower prices as a first response to softening demand—has focused so much marketing energy on price petition that it has bee difficult not to assume that customers care only about singular focus on price petition means that the firm is peting only on the “burden” ponent of value and ignoring the “benefit” than investing in quality service to “demoditize” the business, firms are emphasizing low price which serves to further “moditize” the in America would be much improved if managers would embrace one central operating principle: the tougher the price petition in our industry, the more important quality service is to our pany—because superb service gives customers nonprice reasons to do business with 1993, our purpose in writing a mentary was to consider our research findings and experience holistically as a foundation for offering guidelines to managers on improving presented our guidance in the form of service quality “l(fā)essons,” identifying ten that applied across service industries and were essential to service are as follows: of listening －understand what customers really want through continuous learning about the expectations and perceptions of customers and noncustomers(...by means of a service quality information system). of reliability－reliability is the single most important dimension of service quality and must be a service of basic service－service panies must deliver the basics and do what they are supposed to do172。－keep promises, use mon sense, listen to customers informed, and be determined to deliver value to of service design－develop a holistic view of the service while managing its many of recovery－to satisfy customers who encounter a service problem, service panies should encourage customers to plain(and make it easy for them to do so), respond quickly and personality, and develop a problem resolution of surprising customers－although reliability is the most important dimension in meeting customers’ service expectations, process dimensions(..assurance responsiveness, and empathy)are most important in exceeding customer expectations, for example, by surprising them with unmon swiftness, grace, courtesy, petence, mitment, and of fair play －service panies must make special efforts to be fair and to demonstrate fairness to customers and of teamwork－teamwork is what enable large organizations to deliver service with care and attentiveness by improving employee motivation and of employee research－conduct research with employees to reveal why service problems occur and what panies must do to solve of servant leadership－quality service es from inspired leadership throughout the organization。from the effective use of information and technology。and from a slowtochange, invisible, allpowerful, internal force called corporate our view, these ten lessons represented the foundation for service potential for service improvement is diminished if even one of these ten essentials is our view, these ten lessons represented the foundation for service potential for service improvement is diminished if even one of these ten essentials is ten years, the question of course is, Are the lessons still relevant? Do they still apply to American firms? We believe they do and wish more businesses had heeded them during the past ten , these lessons have stood the test of time。our regret is that so many firms have ignored , for example, the “Fair Play” section and ask yourself, Would the major airlines be in such financial distress today had they paid more attention to fundamental fairness? Many point to the September 11, 2001 terrorist attack as the beginning of the airline industry’s fact, the airlines began alienating frequent business travelers long before that, with anticonsumer policies that took advantage of business travelers’ inability to plan their travel weeks in industry that charges one customer $300 and another $1,300 for seats in the same class on the same flight—with the only difference the timing of the reservation—cannot and will not earn the confidence and loyalty of we write in the paper, “Customers expect service panies to play fair, and they bee resentful and mistrustful when they perceive unfairness.”If we were rewriting our paper today, we would emphasize the significance of quality service to all would argue that all panies are service panies in that all panies create customer value through firmscreate value strictly through services and others through goods and services, but all stake their future on the quality of their would stress even more than we did the importance of service reliability to earn the customers’ confidence and the importance of pleasant surprise to exceed customers’ expectations and establish strong would stress the role of service quality in creating a differentiated brand。in services, the pany is the brand and nothing is more powerful than customers’ actual experiences with the service