【正文】 )關(guān)系的整個(gè)過程。243。233。233。l232。192。212。 8) Consistency. Service Quality 服務(wù)質(zhì)量 17 Expected Quality 期望質(zhì)量 ?Communication 溝通 ?Sales 銷售 ?Perceptions 感知 ?Word of mouth 口碑 ?Past experience 經(jīng)驗(yàn) ?Needs amp。 7) Reputation amp。 5) Service recovery。 4) Reliability amp。 3) Accessibility amp。 skills。 ? 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(wù)質(zhì)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 ” 。 ? It is determined by the customer, not by the service provider (perception). 它被顧客而不是服務(wù)供應(yīng)商決定（感知性）。 oneway fare = $84 – only major short haul, lowfare, highfrequency, pointtopoint carrier – Low prices by not serving meals (just peanuts), not assigning seats (first e, first served), and not using travel agents. ? Customer value and employee satisfaction – Dependable, frequent, and friendly service at a low price – Its based click ?n save program has million subscribers for receiving special fare offers – It‘s easier to get into Harvard than to be hired by SWA (4% acceptance rate) – Awards for best ontime service, best baggage handling, and best customer service – Cheerful employees go out of their way to amuse, surprise, or entertain passengers (., introducing themselves to one another, then hug, then kiss, then propose marriage) – ProfitSharing and Stock Purchase Plan for SWA Employees – ―Southwest Airlines gives security to its employees, and security breeds loyalty‖ “Fun loving, casual airline” 9 Rankings of Eight Largest US Airlines for Revenue, Profit, OnTime Arrival, and Customer Service Complaints (1995) R e v e n u e ( i n b i l l i o n s)0246810121416Amer icanDel taNor thwestUni tedUSAi rTWACont inent alSout hwestDollarsP r o f i t a s a %o f R e v e n u e10123456Ameri canDel taNorthwestUni tedUSAi rTWAContinentalSouthwestPercentO n T i m e A r r i v a l s7072747678808284AmericanDeltaNorthwestUnitedUSAirTWAContinentalSouthwestPercentC u st o m e r C o m p l a i n t s P e r1 0 0 , 0 0 0 P a sse n g e r s00 . 20 . 40 . 60 . 811 . 21 . 4Amer icanDel taNor thwestUni tedUSAi rTWACont inent alSout hwestSW = 25 minute turnaround Others = 55 minutes 10 Case 2: American Express 美國運(yùn)通 ? American Express is a global travel, financial and work services provider – employing over 75,000 people worldwide, and offering products and services in more than 200 countries. ? Personal service – Cards, financial services, travel and entertainment ? Business service – Small businesses, corporations, and merchants ? Segmentation of Cards: Green, gold, platinum, and corporate cards – AE Charge Cards: Paid in full each month – Optima Credit Cards: Paid over time or paid in full each month – Cash Rewards Cards, Airline Rewards Cards (Delta), Hotel Rewards Cards (Hilton) – Student and Senior Cards – Prepaid Cards – The Centurion Card: ―The Black Card‖ $150,000 in annual spending and $2,500 annual fee – room upgrade, first class seats, and bonus miles … ? AE is one of the first panies implementing privacy principles on the Inter. – 11 Relationships between Customer Satisfaction and Office Profitability Comparison of Top and Bottom 10% of American Express’s Business Travel Offices, Ranked by Return on Sales, 1995 美國運(yùn)通銷售收入最高的 10%和最低的 10%的商務(wù)旅行辦公室比較 Top 最高的 10% Bottom 最低的 10% Return