servicestrategy-全文預(yù)覽
【正文】 nance Returns possible Example service Used car prices Online leisure travel agent Computer/IT support Online retailer Example firm Economics of Scalability 233 Limits in the Use of Information ? Antipetitive (. Barrier to entry) ? Fairness (. Yield management) ? Invasion of Privacy (. Micromarketing) ? Data Security (. Home Depot, Target, Turbotax hacked) ? Reliability (. Credit report) 234 Using Information to Categorize Customers ? Coding grades customers on how profitable their business is. ? Routing is used by call centers to place customers in different queues based on customer code. ? Targeting allows choice customers to have fees waived and get other hidden discounts. ? Sharing data about your transaction history with other firms is a source of revenue. 235 Stages in Service Firm Competitiveness 236 社工 義務(wù)教育 連鎖超商 常春藤盟校 Apple Inc. Google Stages in Service Firm Competitiveness 237 ? Mini Cases – Case United Commercial Bank and El Banco – Case The Alamo Drafthouse 。Service Strategy 服 務(wù)策略 Chap. 2 A plan to outperform petitors ? Strategic service vision ? is formulated by addressing questions about – The target market – Service concept – Operating strategy – Delivery system Strategic Service Vision Target Market Segments ? What are mon characteristics of important market segments? ? What dimensions to segment the market? – demographic, psychographic ? How important are various segments? ? What needs does each have? ? How well are these needs being served, in what manner, by whom? 23 Strategic Service Vision Service Concept ? What are important elements of the service to be provided, stated in terms of results produced for customers? ? How are these elements supposed to be perceived by the target market segment, by the market in general, by employees, by others? ? How do customers perceive the service concept? ? What efforts does this suggest in terms of the manner in which the service is designed, delivered, marketed? 24 Strategic Service Vision Operating Strategy ? What are important elements of the strategy: operations, financing, marketing, anization, human resources, control? ? On which will the most effort be concentrated? ? Where will investments be made? ? How will quality and cost be controlled: measures, incentives, rewards? ? What results will be expected versus petition in terms of, quality of service, cost profile, productivity, morale/loyalty of servers? 25 Strategic Service Vision Service Delivery System ? What are important features of the service delivery s
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