服务营销的质量管理.doc

江 西 师 范 大 学 Jiangxi Normal University 《服务营销》期末考核 姓 名： 吴志祥 学 号： 0811020568 专 业： 08工商管理 班 级： 赵卫宏#1班 时 间： 2010年6月9日 服务营销质量管理 摘 要 在当今的市场经济条件下，越来越多的人认识到，在竞争日益普遍和激烈的环境中，为市场营销理论的发咋会呢带来了新的契机。现代服务营销业通常通过顾客的服务来赢取竞争优势。良好的服务质量是一家企业从众多竞争中脱颖而出的关键因素。提高顾客满意的服务成为提升企业竞争力的必然。随着服务业的迅猛发展，服务竞争逐渐成为企业市场竞争的焦点，通过开展服务营销来提高企业竞争力成为企业所面临的重大挑战。所以加强服务营销的质量管理是提高企业整体服务营销实力的出发点。 服务营销是市场经济发展到一定阶段的产物。服务营销是一种营销理念。消费者购买产品仅仅意味着销售工作的开始。企业不仅要关心产品的销售,更要注重消费者在享受企业通过产品所提供的服务的全过程的感受。在服务营销提供的过程中,通过服务和服务质量的提高来提高顾客满意度和建立顾客忠诚。 　　服务营销是企业在充分满足消费者需求的前提下,在营销过程中所采取的一系列活动。随着产品服务密集度的日益增大,消费者需求层次的提高和消费者消费需求的多样化,企业必须将服务作为一种营销组合要素。[关键词] 服务营销 质量管理 客户忠诚 In todays market economy, more and more people recognize that in an increasingly widespread and intense competition environment, the marketing theory of hair Zahui it brings a new opportunity. Modern service industry, usually by marketing services to win customers a competitive advantage. Good service quality is a business competition from a number of key factors stand out. Improve the customer satisfactory service as necessary to enhance enterprise competitiveness. With the rapid development of the service sector, service competition has increasingly become the focus of market competition, through service marketing to improve the competitiveness of enterprises as the major challenges facing the company. Therefore, to enhance the quality of services marketing management is to improve the strength of their overall service marketing point of departure. Service Marketing is the market economy develops to a certain stage. Services Marketing is a marketing concept. Consumers to buy products only mean the start of sales. Enterprises should not only care about sales, but also to focus on consumer products in the enjoyment of business services provided through the whole process of feeling. Services provided in the marketing process, by improving the quality of service and service to improve customer satisfaction and build customer loyalty. Marketing is a