服务营销第二章节资料.pptVIP

第二章 Consumer Behavior in Service Encounters 服务接触中的顾客行为 2、服务接触的种类High-Contact and Low-Contact Services High Contact Services Customers visit service facility and remain throughout service delivery Active contact between customers and service personnel Includes most people-processing services Low Contact Services Little or no physical contact with service personnel Contact usually at arm’s length through electronic or physical distribution channels New technologies (e.g. Web) help reduce contact levels Levels of Customer Contact with Service Organizations 顾客与服务组织接触的水平 Service encounter: A p