service marketing 服务营销英文论文.doc

The Service Encounter Journal and Analysis 1.IntroductionUnlike the tangible products output by the manufacturing industry, service as a kind of product, has very distinctive features. Service is actually a process of input, transformation and output. It has the features of intangibility, customer participation, variability, low entry barriers and it cannot be touched and stored. Service marketing means the a series of activities during the marketing process in order to meet consumer demands.With the development of social division of labor, the progress of science and technology and peoples increasing living standard, the role of the service marketing in the enterprise marketing management also becomes more important. (Zeitham et al, 2005) This article will use the basic theory of service marketing, combined with the my personal customer experience, to analyze and evaluate the service marketing of five encounters, the McDonalds, Starbucks, Esprit, IKEA and Windsor Hotel, so as to demonstrate my understanding towards the link between services marketing theory and practice. 2.McDonald’s2.1 The intangibility of service processesFor me as a common customer, my purpose of buying food from McDonald’s restaurant is not only getting the food, but also experiencing its high quality service and enjoying the modernized environment and facility. At the time, my gaining including enjoyment and happiness is intangible. This kind of gaining is achieved by the design of the restaurant. As a result, although a part of McDonald’s service is tangible, from the customer’s perspective, the aim of our consuming behavior is getting a tool to solve problems rather than getting the items. As for the McDonald’s, they sell happiness rather than hamburgers, like their slogan Im lovin it.2.2 Production and consumption take place simultaneouslyFor many other industries, the production and use of products are two different stages and happen in different places. Customers cannot directly get invo