传递与执行服务.PPTVIP

Provider GAP 3 Figure 11.2The Services Marketing Triangle服务营销三角形 Service Employees服务员工 How important are service employees? 服务员工有多重要？ MYSTERY SHOPPER REPORT Service Employees服务员工 They are the service. They are the organization in the customer’s eyes. They are the brand. They are marketers. Service Employees服务员工 Their importance is evident in: The Services Triangle 服务三角 The Services Marketing Mix (People) 服务营销组合 Product, price, place, promotion, people, process, physical evidence The Service-Profit Chain 服务利润链 Figure 11.3The Service Profit Chain服务利润链 Service Employees Who are they? “boundary spanners” 夸边界角色 组织使者 Figure 11.4 Boundary Spanners Interact with Both Internal and External Constituents Service Employees What are these jobs like? emotional labor 情感工作者 many sources of potential conflict 潜在冲突的来源 讨论 一位服务员工来信： 有些顾客总是看不起我们，说起话来十分伤人自尊心，而且常常不负责任地指责我们。人与人之间不是平等的吗？ Figure 11.5 Sources of Conflict for Boundary-Spanning Workers Figure 11.6 Human Resource Strategies for Closing GAP 3 Human Resource Strategies for Closing GAP 3缩小差距三的人力资源战略 Human Resource Strategies for Closing GAP 3缩小差距三的人力资源战略 Human Resource Strategies for Closing GAP 3 Human Resource Strategies for Closing GAP 3 Service Culture “A breakthrough manager need a cheer-leader.” A professor from Harvard University A breakthrough employee need a cheer-leader. Service Culture “A culture where an appreciation for good service exists, and where giving good service to internal as well as ultimate, external customers, is considered a natural way of life and one of the most important norms by everyone in the organization.” “鼓励优质服务的存在，给与内部和外部最终顾客优质服务，并把这种文化当做自然而然的生活方式和每个人最重要的行为标准。” DELIVERING AND PERFORMING SERVICE 传递与执行服务 CUSTOMER COMPANY Service Delivery GAP 3 Customer-Driven Service Designs and Standards Part 4 Opener Chapter 12 Employees’ Roles in Service Delivery 服务传递中的员工角色 The Critical Importance of Service Employees 服务员工的重要性 Boundary Spanning Roles 跨边界角色 Strate