【文章內容簡介】 相對流失率 Employee and Management Turnover, 員工和管理層流失率 1994 Discount Department Stores 折扣百貨公司 ? ―Niceness‖ as the primary criterion for choosing associates ? Well trained, recognition, mitment ? Stock purchase plan – 15% discount – 50% of all associates do so ? Incentivebonus plan amp。 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). 服務質量是相對而非絕對的（參考性）。 ? It is determined by the customer, not by the service provider (perception). 它被顧客而不是服務供應商決定（感知性）。 ? It varies from one customer to another (variation). 它隨不同的顧客而異（變化性）。 ? Service quality can be enhanced by meeting or exceeding customers‘ expectations or taking steps to control such expectations – ―under promise and over deliver‖ (satisfaction). 提高服務質量可以通過滿足或超額滿足顧客的期望或者采取措施來控制顧客期望 —―低許諾和高提供 ” 。 Criteria of good perceived service quality 1) Professionalism amp。 skills。 2) Attitudes and behavior。 3) Accessibility amp。 flexibility。 4) Reliability amp。 trustworthiness。 5) Service recovery。 6) Serviscape。 7) Reputation amp。 credibility。 8) Consistency. Service Quality 服務質量 17 Expected Quality 期望質量 ?Communication 溝通 ?Sales 銷售 ?Perceptions 感知 ?Word of mouth 口碑 ?Past experience 經驗 ?Needs amp。 wants 需求 Customer Satisfaction 顧客滿意 Perceived quality of Competitors 感知的競爭者 的質量 Perception 感知 Result: What 結果：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 質量 Experienced Quality 體驗的質量 18 SatisfactionLoyalty Relationship 滿意忠誠關系 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 switchin