[管理学]Part2 GAPS model of SQ and Satisfaction Retention IMP 2004.pptVIP

Service Marketing Nov 27, 2009 Contents 1, Customer service, satisfaction and Retention. 2,Channel 3,Pricing 4,Communication 5, Branding 6, Case study. Customer Service, Satisfaction and Retention Carleton U-DHU 2008 Service Enhancement Manufacturing Enterprises Product Enhancement Service Enterprises Service and product are closely related each other. Augmentation Service augmentation Augmentation means to increase something. Eg: Augmentation of armament Let customers feel better with the services, such as help, assistant, explain or information offered together with the products. Customer Satisfaction GAPs Model of Service Quality Its development and application 广东蔡纯孝，上海王方华，复旦龚一鸣，上大陈祝平 PZB P- Parasuraman Z- Zeithaml Prof. Duck University B- Leonard Berry The GAPS Model of Service Quality Two kind of GAPs: The customer gap; the company gap Five gaps: Gap1: not knowing what customers expect Gap2:Not selecting the right service designs and standards Gap3:Not delivering to service standards Gap4:Not matching performance to promises Gap5: The difference between customer perceptions and Expectations The GAPS Model of Service Quality The customer Gap: Customer perceptions are subjective assessments of actual service experiences. Customer expectations are the standards of or reference points for performance against which service experiences are compared, and are often formulated in terms of what a customer believes should or will happen. The key to closing the customer gap The key to closing the customer gap is to close gaps 1 through 4 and keep them closed. Start by understanding customer expectations( provider gap1), establish customer-driven standards to address key priorities(provider gap2), and then align service performance with customer-driven standards(provide gap3), provider gap4, which involves matching promises with service performance, follows. Key factors leading to the provider GapsGAP1 1, Inadequate marketing research orientation insuf