服務(wù)營(yíng)銷第二章(編輯修改稿)
2025-02-07 20:12 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 務(wù)水平，它是指顧客能夠接受而且不會(huì)造成不滿意的最低服務(wù)水平。 ? Predicted Service Level: service level that customer believes firm will actually deliver預(yù)期的服務(wù)事顧客實(shí)際期望得到的服務(wù)水平。 ? Zone of Tolerance: range within which customers are willing to accept variations in service delivery容忍區(qū)就是顧客愿意承受的服務(wù)水平的變動(dòng)范圍。 四、顧客如何評(píng)價(jià)服務(wù) How Customers Evaluate Services Intangible Attributes, Variability, and Quality Problems Make Services Hard to Evaluate ? Search attributes – Tangible characteristics that allow customers to evaluate a product before purchase ? Experience attributes – Characteristics that can be experienced when actually using the service ? Credence attributes – Characteristics that are difficult to evaluate confidently even after consumption ? Goods tend to be higher in search attributes, services tend to be higher in experience and credence attributes ? Credence attributes force customers to trust that desired benefits have been delivered ? 從顧客的角度來看，信賴品質(zhì)所具有的無形性導(dǎo)致 了感知風(fēng)險(xiǎn)的增加。比如顧客很難對(duì)牙醫(yī)所做的復(fù)雜 的牙科手術(shù)做出評(píng)價(jià)。買者與賣者之間的這種信息不 對(duì)稱為信賴性服務(wù)的提供者進(jìn)行非道德經(jīng)營(yíng)提供了潛 在動(dòng)機(jī) How Product Attributes Affect Ease of Evaluation Source: Adapted from Zeithaml Most Goods High in search attributes High in experience attributes High in credence attributes Difficult to evaluate* Easy to evaluate Most Services Clothing Chair Motor vehicle Foods Restaurant meals Lawn fertilizer Haircut Entertainment Computer repair Education Legal services Complex surgery *NOTE: Difficulty of evaluation tends to decrease with broad exposure to a service category and frequency of use of a specific supplier Solutions to Overing Customers’ Difficulties in Evaluating Services服務(wù)評(píng)價(jià)困難的戰(zhàn)略對(duì)策 ? Provide more search attributes for their customers設(shè)法為顧客提供更多的搜尋品質(zhì) ? Offer free trials or incentives提供免費(fèi)的試用品 ? Help customers visualize service benefits 幫助顧客看到由服務(wù)所帶來的收益 ? Advertising Next Provide tangible cues to customers 給顧客提供更多的與服務(wù)相關(guān)的有形線索。 ?Professionals like doctors, architects and lawyers often display their degrees and other certifications ?Developed Web sites to inform prospective clients about their services, highlight their expertise, and even show case successful past engagements ?Interact with customers effectively Customer Satisfaction is Central to the Marketing Concept 滿意被定義為，在一次購(gòu)買行為或者一系列顧客與產(chǎn)品的交互作用之后顧客所產(chǎn)生的具有某種偏好的態(tài)度。
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