服務(wù)產(chǎn)品策略pfppt課件(完整版)
【正文】 nce of specific tasks—car washing–Amount of time to plete the service—babysitting–Variable pricing based on the level of demand。 high price at peak demand, lower prices when demand slackens—airline seats–Bundling of services requires decisions on unit, bination, or separate pricing—telephone services–Pricing as an indicator of quality is used when consumers have no other cues to indicate quality.16reserved.*成功經(jīng)理人 Service Quality ModelFIGURE Source: “Service Quality Model,” adapted from A. Parasuraman, Leonard 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. 17reserved.*成功經(jīng)理人 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.18reserved.*成功經(jīng)理人 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 service19reserved.*成功經(jīng)理人 20reserved.*成功經(jīng)理人 Delivering Exceptional Service Quality?Analysis of Customer Expectations
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