营销管理(国外英语资料).docVIP

营销管理(国外英语资料) Among them, the most important feature of service is its process, and it is intangible. First, what is the real service? Three main features of service Customer participation process Customer perception process The process decided to end Among them, the most important feature of service is its process, and it is intangible. First, the quality of service research shows that, although service results are necessary, the perception of the service process is more important for perceived overall quality of service. In many cases, the use of service results is converging. If the customer perception of service process is not good, or from the perspective of customer service, if the process fails, no matter how hard the marketing staff, how to explain the company, also regardless of the outcome of the service is perfect, can make customer satisfaction or loyalty to the company, once found the machine, they will take the initiative to accept the companys service to rival. One of the biggest challenges facing service providers is how to manage the service process. Real values exist in the process of customer consumption and use, which is in the process of working with the service provider to serve the outcome of their own needs. Two, what is the true quality of service? We are always improving the quality of service, but in fact we dont really understand the connotation of service. If only one-sided emphasis on improving the service quality, and must be the customer perception of service quality, how to improve the problem not to be defined, this emphasis is not significant, it is only a slogan. Customer perceived service quality includes technology (result), function (process) What customers get from their interaction with the enterprise is very important for them to evaluate the quality of service In addition to service results, the way that service results are delivered to customers also plays an important role in customer perception of service quality. From a