【正文】 inks in the Service Profit Chain 服務(wù)利潤鏈鏈接 ? 顧客滿意 Customer Satisfaction 顧客忠誠 Customer Loyalty 收入增長 Revenue Growth 盈利能力 Profitability 內(nèi)部服務(wù)質(zhì)量 Internal Service Quality 員工滿意 Employee Satisfaction 員工保留 Employee Retention 員工生產(chǎn)率 Employee Productivity 外部服務(wù) 價值 External Service Value 運(yùn)營戰(zhàn)略與服務(wù)傳送系統(tǒng) Operating Strategy and Service Delivery System ?workplace design ?job design ?employee selection and development ?employee rewards and recognition ?tools for serving customers ?service concept: results for customers ?service designed and delivered to meet targeted customers‘ needs ?Retention ?Repeat business ?referral 8 Case 1: Southwest Airlines 西南航空 ? Started by concentrating on serving intrastate, nofrills muters in Texas. – Now expanded to serve 58 cities ? Experienced 30 straight years of profits – Yielded an average 35% annual return to investors – The nation‘s fourthlargest domestic carrier ? ―Lessformuchless‖ positioning – Average flight time = 1 hour 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(wù) (“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(yīng)性 Responsiveness Was the service provided in a timely manner? 權(quán)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(wù)的成本 服務(wù)的價格 服務(wù)過程質(zhì)量 為顧客創(chuàng)造的服務(wù)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 eQu a l i t y P r oc e s s C u s t o m e r f o r t h e P r od 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(wù)質(zhì)量是相對而非絕對的（參考性）。 ? It varies from one customer to another (variation). 它隨不同的顧客而異（變化性）。 Criteria of good perceived service quality 1) Professionalism amp。 2) Attitudes and behavior。 flexibility。 trustworthiness。 6) Serviscape。 credibility。 wants 需求 Customer Satisfaction 顧客滿意 Perceived quality of Competitors 感知的競爭者 的質(zhì)量 Perception 感知 Result: What 結(jié)果：是什么 Process: How 過程：如何實(shí)現(xiàn) Customer Satisfaction 顧客滿意 Total perceived Quality 全面感知的質(zhì)量 Experienced Quality 體驗(yàn)的質(zhì)量 18 SatisfactionLoyalty Relationship 滿意忠誠關(guān)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 Do