服务销学.ppt

服务营销学 服务业已经成为大多数工业化国家经济中增长最快的部门 尽管许多的国家至今还没有认识到，服务业中最大的一块是旅游。世界旅游理事会（WTTC，1996）指出：“无论用哪一种经济指标（总产出、附加值、资本投资、就业和税收贡献）来衡量，旅游都是世界上最大的产业。”1996年，该产业的总产值可能会达到3.6万亿美元，占人们总开支的10.7% 。 旅游业是世界上吸纳就业人数最多的产业，它一共提供了2.55亿个就业机会，占世界就业人口的11% 。同时，旅游业在世界上贡献显著，它创造了世界上10%的国内生产总值，在新设施和新设备上的投资超过了7660亿美元。 服务的重要意义 服务不是一种取得竞争优势的武器，而是取得竞争优势的唯一的武器。 Today it has become a truism that service quality is crucial to customer satisfaction, customer retention, and profitability. Statements like “Satisfaction guaranteed”, “Quality is our number 1 priority”, “Built to last”, and “No surprise or money back” are evidence of service companies’ belief in quality as the bridge to future revenue. However, not all companies manage to deliver services of high quality and to the satisfaction of its customers. Whereas satisfaction with a service or service provider may be a strong incentive for customers to maintain or increase current retention rate, dissatisfaction with a service or service provider may be a strong incentive to exit from the interaction. (Andreassen,1999). Customer service Customer service is an organizations ability to supply their customers wants and needs. Customers and business managers alike like to talk about what good customer service is (and isnt), but I think this definition by ACA Group sums up what excellent customer service is beautifully: excellent customer service (is) the ability of an organization to constantly and consistently exceed the customers expectations. Accepting this definition means expanding our thinking about customer service; if were going to consistently exceed customers expectations, we have to recognize that every aspect of our business has an impact on customer service, not just those aspects of our business that involve face-to-face customer contact. Improving customer service involves making a commitment to learning what our customers needs and wants are, and developing action plans that implement customer friendly processes. 有关行