【正文】 :23:4313:23:43February 6, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 2023年 2月 下午 1時 23分 :23February 6, 2023 ? 1少年十五二十時，步行奪得胡馬騎。 下午 1時 23分 43秒 下午 1時 23分 13:23: ? 沒有失敗，只有暫時停止成功！。 13:23:4313:23:4313:232/6/2023 1:23:43 PM ? 1以我獨沈久，愧君相見頻。 感到滿意的消費者極少主動傳達自己的感受 感到愉悅的客戶會成為“使徒”，積極向他人傳達自己的愉悅體驗。產(chǎn)品如為達成必要性要求則無法履行其基本功能。 ? 準(zhǔn)則 —需要明確找出客戶所看重的服務(wù)特性 ? 問題 —客戶期望從服務(wù)中獲得的效益會因客戶群體和時間的不同而發(fā)生顯著變化。 如果未達成這種要求，客戶不會感到不滿意。 如果完成的活動意想不到、有價值、令人記憶深刻，并且可重復(fù)，客戶就會產(chǎn)生愉悅感。 。 :23:4313:23:43February 6, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 :23:4313:23Feb236Feb23 ? 1越是無能的人，越喜歡挑剔別人的錯兒。 2023年 2月 6日星期一 1時 23分 43秒 13:23:436 February 2023 ? 1一個人即使已登上頂峰，也仍要自強不息。 , February 6, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。 :23:4313:23Feb236Feb23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 :23:4313:23:43February 6, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 如果客戶的期望未獲滿足，就會感到不滿意。 達成這種要求會令客戶產(chǎn)生愉悅感，不過，即便未達成，也不會令客戶感到不滿意。Service Marketing Notes 服務(wù)營銷 Dr. FEI xiaoqiang May 24, 2023 What is Traditional Service ? The traditional service – finance, – Logistics – Hospital – Restaurant – Hair styling – Hotel – …… What is service ? Everything can be service ? Even the manufacturer can be work in the service mode, or provide the service to support the product – YuanDa is a air condition provider – Today they provide the temperature solution instead to sell directly the air conditioner ? Service are deeds, processes, performances and experiences Key point, you need to change you mind What is service ? the percentage of the service in GDP – China 30%, plan to increased to 60% in 2023 ? Shanghai, government strategy: developing the service in Finance, Logistic service center and Biomedical technology ? Haier, the service strategy – HK95% – US75% – EU70%80% What is service ? The service is the pany interacting with the customer through process, tech,… to achieve the customer target to improve petition with happy experience ? Service is the major basis of differentiation Service is not servitude ? 服務(wù)不是低聲下氣 ? 服務(wù)是在平等的基礎(chǔ)上的業(yè)務(wù)關(guān)系 The Customer problem: How do I manage my logistic at low cost? Target Improve petition The pany Activity (process, technology,…with customer) Interactivity To achieve Provide happy experience to the customer Meaning of definition of Service 1 1. Product/service itself is not important – What important to customer is the OUTCOME 2. Managers need to find the OUTCOME(hidden need) of the customers IBM: Perceived need Computer Real need Store data Communication Analysis ……. Hidden need Decision making better and faster in order to run pany better Meaning of definition of Service 2 3. Intangible – Service is intangible 4. Change mindset to start to operate in a new model Product centric model ?Sell product ?Oneoff transaction ?Revenue oneoff ?Partial view of customer needs/requirement ?Limited interaction Service centric model ?Solution to a problem ?Continues transaction ?Revenue stream ?Holistic view of customer needs/requirement ?Create customer intimacy VS. Bank is a service centric pany but bank can operate in a product centric model Vice verse also can worakable?every thing can be service! What is service quality ? Customer look quality in 3 angles: – Oute – Interaction – Environment(physical) Sometime Oute , poor Interaction, good Environment, good Customer satisfied But Oute , very good Interaction, poor Environment, poor Customer not satisfied What is service quality ? The pany should provide – Search quality – Experience quality – Credence quality How to change the intangible service into tangible Before ? Search Quality During ? Experience Qaulity After ? Credence Quality Search Quality Experience Quality Credence Quality Are Tangible Service is intangible Change “intangible” to “Tangible” Based in the execution Before, During and After the execution The different view of the service Qaulityfrom customer and the pany From the customer point view, there are 3 points decided the quality of the service ? Result/oute ? Interaction ? Environment(physical) From the pany point of view, there are 5 poin