introductiontoservices英文版(更新版)
【正文】 Hill 169。 2023 The McGrawHill Companies 26 S M 演講完畢，謝謝觀看！ 。 2023 The McGrawHill Companies 20 S M Services Marketing Mix: 7 Ps for Services ? Traditional Marketing Mix ? Expanded Mix for Services: 7 Ps ? Building Customer Relationships Through People, Processes, and Physical Evidence ? Ways to Use the 7 Ps McGrawHill 169。 2023 The McGrawHill Companies 12 S M Implications of Heterogeneity ?Service delivery and customer satisfaction depend on employee actions ?Service quality depends on many uncontrollable factors ?There is no sure knowledge that the service delivered matches what was planned and promoted McGrawHill 169。 2023 The McGrawHill Companies 6 S M Examples of Service Industries ? Health Care – hospital, medical practice, dentistry, eye care ? Professional Services – accounting, legal, architectural ? Financial Services – banking, investment advising, insurance ? Hospitality – restaurant, hotel/motel, bed breakfast, – ski resort, rafting ? Travel – airlines, travel agencies, theme park ? Others: – hair styling, pest control, plumbing, lawn maintenance, counseling services, health club McGrawHill 169。McGrawHill 169。 2023 The McGrawHill Companies 5 S M Challenges for Services ? Defining and improving quality ? Communicating and testing new services ? Communicating and maintaining a consistent image ? Motivating and sustaining employee mitment ? Coordinating marketing, operations and human resource efforts ? Setting prices ? Standardization versus personalization McGrawHill 169。 2023 The McGrawHill Companies 11 S M Implications of Intangibility ?Services cannot be inventoried ?Services cannot be patented ?Services cannot be readily displayed or municated ?Pricing is difficult McGrawHill 169。 2023 The McGrawHill Companies 19 S M Source: Adapted from A. Parasuraman Company Customers Providers Technology Figure 16 The Services Triangle and Technology McGrawHill
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