服務(wù)利潤(rùn)鏈介紹-全文預(yù)覽
【正文】 Attitudes and behavior。 It varies from one customer to another (variation). 它隨不同的顧客而異（變化性）。12Relationship between Employee Satisfaction and Office ProfitabilityProfit 利潤(rùn)C(jī)omparison of Top and Bottom 10% of American Express’s Business Travel Offices, Ranked by Return on Sales美國(guó)運(yùn)通銷售收入最高的 10%和最低的 10%的商務(wù)旅行辦公室比較Employee Ratings 員工評(píng)分(5 Point Scale 5分制 ) Return on Sales銷售收入PhysicalSurroundings環(huán)境設(shè)施Safety of Workplace工作場(chǎng)所的安全性Way ThingsGet Done做事的方式Focus onShortTerm注重短期Top 最高的 10% Bottom 最低的 10%13Case 3: WalMart Stores沃爾瑪百貨公司 Productivity 生產(chǎn)率1995 Sales Per Employee員工人均銷售額WalMart KMart Target$138,710 $114,630 $109,250Sales Per Square Foot, Stores店鋪每平方英尺平均銷售額WalMart KMart Target$297 $211 $195Industry WalMart Industry WalMartMedian, Managers Median, EmployeesManagers Employees行業(yè)一般 沃爾瑪 行業(yè)一般 沃爾瑪管理者 管理者 員工 員工HighLowRelative Turnover相對(duì)流失率Employee andManagement Turnover,員工和管理層流失率 1994Discount Department Stores折扣百貨公司? “Niceness” as the primary criterion for choosing associates? Well trained, recognition, mitment? Stock purchase plan – 15% discount – 50% of all associates do so? Incentivebonus plan profit sharing14Operating MarginsFirm公司 1994 1993 1992WalMart % % %Target KMart Consumer RatingsChain連鎖店 Value價(jià)值Service服務(wù)(“Sales Help”)WalMart 5 4Meijer 4 3Target 5 2ShopKo 3 2Bradlees 3 1Venture 4 1Montgomery Ward 3 2Fred Mayer 3 2KMart 3 1Caldor 3 1Ames 2 1Growth, Profit, and Return on Equity, 19851995Company公司Average AnnualGrowth in Sales銷售額年均增長(zhǎng)Average AnnualGrowth in Profit利潤(rùn)年均增長(zhǎng)Return on Equity資本回報(bào)率WalMart % % %Target % .9% %KMart % Negative %Sears negative % %15Customer Value Equation 顧客價(jià)值等式Cases: Federal ExpressSingapore AirlinesOute quality and process qualityFive dimensions of service process quality可靠性 DependabilityDid the service provider do what was promised?“When it absolutely, positively, has to get there.” (FedEx)反應(yīng)性 ResponsivenessWas the service provided in a timely manner?權(quán)威性 AuthorityDid the service provider elicit a feeling of confidence in the customer during the service delivery process?體貼性 EmpathyWas the service provider able to take the customer’s point of view?有形證據(jù) Tangible evidenceWas evidence left that the service was indeed performed?“Our new business class seats may cause drowsiness.” (UA)Service positioning161Customers’ views of service process quality depend primarily on the relationship between what was actually delivered in relation to what was expected by the customers.– Service quality is relative, not absolute (reference effect). 服務(wù)質(zhì)量是相對(duì)而非絕對(duì)的（參考性）。casual1Professor Jianmin JiaServiceProfit Chain服務(wù)利潤(rùn)鏈服務(wù)利潤(rùn)鏈2如何把一個(gè)企業(yè)做強(qiáng)？員工和顧客應(yīng)該成為管理層考慮問題的核心所在。loving,167。Criteria of good perceived service quality 1) Professionalism skills。 5) Service recovery。telephoneHow the Competitive EnvironmentAffects the SatisfactionLoyalty Relationship12345pletelydissatisfiedpletelysatisfiedHighlyCompetitiveZoneCommoditizationorofswitchingSatisfaction滿意RegulatedsubstitutesDominantoftechnologyNonpetitive ZonelowhighLoyalty
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