服務產(chǎn)品策略pf-wenkub
2023-03-29 14:24:01 本頁面
【正文】 L. Berry, and Valarie A. Zeithaml, ―An Empirical Examination of Relationships in an Extended Service Quality Model,‖ Marketing Science Institute Working Paper Series, Report no. 90112 (Cambridge, MA: Marketing Science Institute, 1990). Used with permission. 17 Service Quality ? Service Quality –Customers’ perception of how well a service meets or exceeds their expectations –Service quality is judged from the customer’s viewpoint. 18 Service Quality (cont’d) ? Customer Evaluation of Service Quality –Search qualities ? Tangible attributes that can be judged before the purchase of a product –Experience qualities ? Attributes assessable only during purchase and consumption of a service –Credence qualities ? Attributes that customers may not be able to evaluate even after purchasing and consuming the service 19 20 Delivering Exceptional Service Quality ? Analysis of Customer Expectations –Levels of customer service expectations ? Desired: if met, customer is very satisfied ? Acceptable: if met, customer is not dissatisfied –Conduct marketing research ? Focus groups ? Comment cards ? Asking employees Desired Service Acceptable Service Zone of Tolerance 21 Delivering Exceptional Service Quality (cont’d) ? Service Quality Specifications –Establish goals for service delivery –Secure management’s mitment to service quality ? Employee Performance –Train customercontact employees at all levels –Incorporate service quality into employee evaluation and pensation systems 22 Delivering Exceptional Service Quality (cont’d) ? Management of Service Expectations –Conduct advertising campaigns that make realistic promises of service –Establish good internal munications to inform employees and ensure promises are kept 23
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