同业同文化的服务差.pdf

Chapter 8 Service Process Design The Nature of Services Service Strategy Design Principles Service Blueprinting and Fail-safing Service Quality Guarantee Service Layout Chap 7A The Nature of Services Services are idiosyncratic. 不同行業不同文化的服務差異 Service Packages contain tangible and intangible attributes. Quality of work is not quality of service. 有形服務不代表服務品質 High contact services are experienced. Low contact services are consumed. Customers should be the focal point of all decisions and actions How management treats the worker is how the worker will treat the customers. Marketing + Personnel + Operations →Efficient Management 2 1 Service Strategy:看不見的，才是優勢 Treatment of customers in terms of friendliness and helpfulness. Treatment Speed and convenience of service delivery. (accessibility) Speed and convenience Exhibit 6.4: A 1997 survey of executives at 181 service firms shows that accessibility is the no.1 operating focus Price of the service. Price Variety of services. (one-stop shopping) Variety Quality of the tangible goods. Quality Unique skills that constitute the service offering. Unique skills 3 Design Principle: Balance Capacity and Demand 服務需求起伏大 ，無法以庫存平衡尖峰與離峰需求 Solutions: 　promotion 　part time employees 　self service 　appointment 　waiting line management 4 2 Service-System Matrix: Customer Contact High 專業證照 Low 診斷能力 Face-to-fac