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,Click to edit Master title style,Click to edit Master text styles,Second Level,Third Level,Fourth Level,Fifth Level,*,2000,Prentice Hall,Chapter 14,Designing and,Objectives,Service Definitions&Classifications,How Services Differ Goods,Improving Service Differentiation,Quality,&Productivity,Improving Customer Support Services,Categories of Service Mix,Pure,Service,Tangible,Good,w/,Services,Major,Service,w/Goods,Hybrid,Pure,Tangible,Good,Services,Inseparability,Services cannot,be separated,from their,providers,Perishability,Services cannot,be stored for,later sale or use,Intangibility,Services cannot,be seen,tasted,felt,heard,or,smelled before,purchase,Variability,Quality of,services depends,on who provides,them and when,where,and how,Four Service Characteristics,Services,Inseparability,Increase,productivity of,providers,Perishability,Match supply,and demand,Intangibility,Use cues to,make it tangible,Variability,Standardize,service,production,&delivery,Overcoming Service Challenges,Three Types of Marketingin Service Industries,Internal,marketing,Company,Customers,External,marketing,Employees,Interactive,marketing,Cleaning/,maintenance,services,Financial/,banking,services,Restaurant,industry,Service Differentiation,Offer,Delivery,Image,Service-Quality Model,Expected service,Management perceptions,of consumer expectations,Marketer,Consumer,Gap 1,Service delivery(including,pre-and post-contacts),Gap 3,Translation of perceptions,to service-quality specifications,Gap 2,Gap 5,Perceived service,External,communi-,cations to,consumers,Gap 4,Personal needs,Past experience,Word-of-mouth,communications,Determinants of Service Quality,Reliability,Responsiveness,Assurance,Empathy,Tangibles,ServiceExcellence,Strategic Concept,Top-Management Commitment,High Standards,Monitoring Systems,Satisfying Customer Complaints,Satisfying Both Employees&Customers,Managing Productivity,Importance-Performance Analysis,A.Concentrate here,B.Keep up the good work,D.Possible overkill,C.Low priority,Extremely important,Slightly important,Excellent performance,Fair performance,1,2,9,11,13,12,14,3,4,5,6,7,8,10,#=,Attributes,Complaint Resolution,Hiring Criteria&Training for Employees,Develop Guidelines for Fairness,Remove Complaint Barriers,Analyze Types&Sources of Complaints,
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