服務(wù)營銷第二章-展示頁
2025-01-26 20:12本頁面
【正文】 s u r a n c e M o t e l F a s t F o o d N u r s i n g H o m e A i r l i n e T r a v e l ( E c o n . ) C a b l e T V T e l e p h o n e B a n k i n g H a i r C u t G o o d R e s t a u r a n t 4 S t a r H o t e l D r y C l e a n i n g R e t a i l B a n k i n g Mail Based Repairs Interbased Services Movie Theater ? Inter Banking Subway 地鐵 療養(yǎng)院 電話銀行 有線電視 網(wǎng)絡(luò)銀行 ? Service encounter: A period of time during which customers experience a service服務(wù)接觸是顧客直接與一項(xiàng)服務(wù)相互作用的一段時間。在整個服務(wù)傳遞的過程中，顧客都積極地參與到服務(wù)組織和服務(wù)人員的工作中。 服務(wù)接觸的種類 HighContact and LowContact Services ? High Contact Services ? Customers visit service facility and remain throughout service delivery ? Active contact between customers and service personnel ? Includes most peopleprocessing services ? Low Contact Services ? Little or no physical contact with service personnel ? Contact usually at arm’s length through electronic or physical distribution channels ? New technologies (. Web) help reduce contact levels 服務(wù)接觸是顧客直接與一項(xiàng)服務(wù)相互作用的一段時間。第二章 Consumer Behavior in Service Encounters 服務(wù)接觸中的顧客行為 正確理解顧客行為 是營銷的核心！ 一、顧客與服務(wù)運(yùn)營的互動 通過過程圖描述服務(wù)過程 過程圖是清楚地描述服務(wù)過程的最佳方式！ 收集氣象數(shù)據(jù) 氣象學(xué)家將數(shù)據(jù)輸入模型，通過輸出聲稱預(yù)報(bào) 氣象播音員發(fā)布當(dāng)?shù)貧庀箢A(yù)報(bào) 觀看天氣預(yù)報(bào) 得知天氣晴好后計(jì)劃野餐 打開電視機(jī)，選臺 可見行為 核心產(chǎn)品 不可見行為 收益 ?Consumers are rarely involved in the manufacture of goods but often participate in service creation and delivery ?Challenge for service marketers is to understand how customers interact with service operations 市場營銷者發(fā)現(xiàn)繪制過程圖有助于詳細(xì)說明顧客在服務(wù)過程中的哪些階段獲得核心服務(wù)，也有助于識別組成整個服務(wù)包的各種不同的附加性服務(wù)。 對于管理者來說，關(guān)鍵的問題就是顧客期望是否會在服務(wù)傳遞的過程中隨著每個步驟的感知質(zhì)量而發(fā)生改變。 高接觸服務(wù)需要顧客親自訪問服務(wù)設(shè)施。 低接觸服務(wù)是指顧客與服務(wù)提供者之間即使有實(shí)體接觸也很少。 ? Moments of truth（關(guān)鍵時刻） : Defining points in service delivery where customers interact with employees or equipment Critical incidents: specific encounters that result in especially satisfying/dissatisfying outes for either customers or service employees ? Service success often rests on performance of junior contact personnel ? Must train, coach, role model desired behavior ? Thoughtless or badly behaved customers can cause problems for service personnel (and other customers) ? Must educate customers, clarify what is expected, manage behavior 二、 The Purchase Process for Services 服務(wù)的購買過程 ? Prepurchase Stage購買前階段 ? Aware
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