服务营销4.pptVIP

第四章 顾客感觉中的服务质量 CUSTOMER PERCEPTIONS OF SERVICE Objectives for Chapter 4: Provide you with definitions and understanding of customer satisfaction and service quality Show that service encounters or the “moments of truth” are the building blocks of customer perceptions Highlight strategies for managing customer perceptions of service 一、Customer Satisfaction （一）What Is Customer Satisfaction？ Subjective evaluation that reflects the customer’s perceptions of service quality. Figure 4-1Customer Perceptions of Service Quality and Customer Satisfaction （二）影响顾客满意的因素Factors Influencing Customer Satisfaction Product/service quality产品和服务质量 Product/service attributes or features产品和服务特性 Consumer Emotions消费者情感 Attributions for product/service success or failure服务成功或失败的归因 Equity or fairness evaluations对平等或公正的感知 （三）顾客满意带来的回报Outcomes of Customer Satisfaction Increased customer retention Positive word-of-mouth Increased revenues Relationship between Customer Satisfaction and Loyalty in Competitive Industries 二、Service Quality （一）what is service quality？ The customer’s judgment of overall excellence of the service provided in relation to the quality that was expected. Process and outcome quality are both important. 技术性质量：指服务结果的质量。 功能性质量：指服务过程的质量 （二）服务质量维度The Five Dimensions of Service Quality Ability to perform the promised service dependably and accurately. Knowledge and courtesy of employees and their ability to convey trust and confidence. Physical facilities, equipment, and appearance of personnel. Caring, individualized attention the firm provides its customers. Willingness to help customers and provide prompt service. Exercise to Identify Service Attributes 三、服务接触关键时刻  The Service Encounter 1、is the “moment of truth” occurs any time the customer interacts with the firm can potentially be critical in determining customer satisfaction and loyalty 2、is an opportunity to: build trust reinforce quality build brand identity increase loyalty 服务接触的重要性，100-1=0