【正文】 rkers and customers need to be the center of management concern. 既強調(diào)市場也強調(diào)運營的組織幾乎是戰(zhàn)無不勝的。 profit sharing 14 Operating Margins Firm公司 1994 1993 1992 WalMart % % % Target KMart Consumer Ratings Chain連鎖店 Value價值 Service服務 (“Sales Help”) WalMart 5 4 Meijer 4 3 Target 5 2 ShopKo 3 2 Bradlees 3 1 Venture 4 1 Montgomery Ward 3 2 Fred Mayer 3 2 KMart 3 1 Caldor 3 1 Ames 2 1 Growth, Profit, and Return on Equity, 19851995 Company公司 Average Annual Growth in Sales 銷售額年均增長 Average Annual Growth in Profit 利潤年均增長 Return on Equity 資本回報率 WalMart % % % Target % .9% % KMart % Negative % Sears negative % % 15 Customer Value Equation 顧客價值等式 Cases: Federal Express Singapore Airlines Oute quality and process quality Five dimensions of service process quality 可靠性 Dependability Did the service provider do what was promised? “When it absolutely, positively, has to get there.” (FedEx) 反應性 Responsiveness Was the service provided in a timely manner? 權(quán)威性 Authority Did the service provider elicit a feeling of confidence in the customer during the service delivery process? 體貼性 Empathy Was the service provider able to take the customer’s point of view? 有形證據(jù) Tangible evidence Was evidence left that the service was indeed performed? “Our new business class seats may cause drowsiness.” (UA) Service positioning 獲得服務的成本 服務的價格 服務過程質(zhì)量 為顧客創(chuàng)造的服務效用 價 值S e r v i c e t h eA c q u i r i n g of C o s t s C u s t o m e r t h e t oP r i c eQ u a l i t y P r o c e s s C u s t o m e r f o r t h e P r o d u c e d R e s u l t s V a l u e???16 1 Customers‘ 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). 服務質(zhì)量是相對而非絕對的（參考性）。 Criteria of good perceived service quality 1) Professionalism amp。 flexibility。 6) Serviscape。 wants 需求 Customer Satisfaction 顧客滿意 Perceived quality of Competitors 感知的競爭者 的質(zhì)量 Perception 感知 Result: What 結(jié)果：是什么 Process: How 過程：如何實現(xiàn) Customer Satisfaction 顧客滿意 Total perceived Quality 全面感知 的 質(zhì)量 Experienced Quality 體驗的質(zhì)量 18 SatisfactionLoyalty Relationship 滿意忠誠關(guān)系 automobiles personal puters hospitals airlines local telephone How the Competitive Environment Affects the SatisfactionLoyalty Relationship 1 2 3 4 5 pletely dissatisfied pletely satisfied Highly Competitive Zone Commoditization or low differentiation Consumer indifference Many substitutes Low cost of switching Satisfaction 滿意 Regulated monopoly or few substitutes Dominant brand equity High cost of switching Powerful loyalty program Proprietary technology Nonpetitive Zone low high Loyalty 忠誠 19 Customer Loyalty 顧客忠誠 Drives Profitability and Growth 驅(qū)動利潤和增長 A 5% increase in customer loyalty can produce profit increases from 25% to 85%. 顧客忠誠度 5%的 增長可導致利潤增長 25%85% 25%85%75%25%50%45% 45%40%35%0%20%40%60%80%100%Auto service chain汽車服務連鎖Branch bankdeposits銀行分支機構(gòu)存款Credit card 信用卡Credit insurance信用保險Insurance brokege保險經(jīng)紀人Industrialdistribution產(chǎn)業(yè)分銷Industrial laundry工業(yè)洗衣Office bldg.Management寫字樓管理Software 軟件Percent Increase in Customer Value顧224。值242。194。242。P 500 100 Best Samp。 ? 在你確定將汽車開向何處之前，首先必須有合適的人在車上（不合適的人被請下