servicestrategy-資料下載頁
2025-07-17 17:13本頁面
【正文】 vely with information (USAA “paperless operation”). ? 2nd Stage (New Knowledge): Substitute virtual activities for physical (USAA “automate underwriting”). ? 3rd Stage (New Products): Use information to deliver value to customers in new ways (USAA “event oriented service”). ? 4th Stage (New Relationships): Seek customer collaboration in cocreation of value (USAA “online financial planning service”). 231 ? Economics of Scalability – Scalability: ability to improve contribution margin (revenue – variable cost) as sales volume increase ? Conduct only information or data transfer service – Google, Facebook, online encyclopedia ? Allow customers to serve themselves – Online reservation, 線上選課系統(tǒng) ? Let customers serve customers – Online auctions Dimensions High Scalability Low Emerce continuum Selling information (eservice) Selling value added service Selling services with goods Selling goods (emerce) Information vs. goods content Information dominates Information with some service Goods with support services Goods dominate Degree of customer content Selfservice Call center backup Call center support Call center order processing Standardization vs. customization Mass distribution Some personalization Limited customization Fill individual orders Shipping and handling costs Digital asset Mailing Shipping Shipping, order fulfillment, and warehousing Aftersales service None Answer questions Remote maintenance Returns possible Example service Used car prices Online leisure travel agent Computer/IT support Online retailer Example firm Economics of Scalability 233 Limits in the Use of Information ? Antipetitive (. Barrier to entry) ? Fairness (. Yield management) ? Invasion of Privacy (. Micromarketing) ? Data Security (. Home Depot, Target, Turbotax hacked) ? Reliability (. Credit report) 234 Using Information to Categorize Customers ? Coding grades customers on how profitable their business is. ? Routing is used by call centers to place customers in different queues based on customer code. ? Targeting allows choice customers to have fees waived and get other hidden discounts. ? Sharing data about your transaction history with other firms is a source of revenue. 235 Stages in Service Firm Competitiveness 236 社工 義務(wù)教育 連鎖超商 常春藤盟校 Apple Inc. Google Stages in Service Firm Competitiveness 237 ? Mini Cases – Case United Commercial Bank and El Banco – Case The Alamo Drafthouse
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