MBA全套教材——服务市场(英文版课件)Chap17.pptVIP

Objectives for Chapter 17:The Financial and Economic Impact of Service Examine the direct effects of service on profits Consider the impact of service on getting new customers Evaluate the role of service in keeping customers Examine the link between perceptions of service and purchase intentions Emphasize the importance of selecting profitable customers Discuss what is know about the key service drivers of overall service quality, customer retention and profitability Discuss the balanced performance scorecard to focus on strategic measurement other than financials Figure 17-1The Direct Relationship between Service and Profits Figure 17-2Offensive Marketing Effects of Service on Profits Figure 17-3Defensive Marketing Effects of Service on Profit Figure 17-5Perceptions of Service, Behavioral Intentions and Profits Figure 17-8The Key Drivers of Service Quality, Customer Retention, and Profits McGraw-Hill ? 2000 The McGraw-Hill Companies * S M Profits ? Service Quality Profits Market Share Reputation Sales Price Premium Service Quality Margins Profits Customer Retention Costs Price Premium Word of Mouth Volume of Purchases Service Quality Customer Retention Costs Price Premium Word of Mouth Margins Profits Volume of Purchases Service Behavioral Intentions Sales Figure 17-6 The “80/20” Customer Pyramid Most Profitable Customers Least Profitable Customers What segment spends more with us over time, costs less to maintain, spreads positive word of mouth? What segment costs us in time, effort and money yet does not provide the return we want? What segment is difficult to do business with? Other Customers Best Customers Figure 17-7 The Expanded Customer Pyramid Most Profitable Customers Least Profitable Customers What segment spends more with us over time, costs less to maintain, spreads positive word of mouth? What segment costs us in time, effort and money yet does not provide the return we want? What segment is difficult to do business with? Gold Ir