服务营销课程lecture-1(1).pptVIP

Learning Objectives Introduction to service industry Importance and meaning of customer, customer management. IDIC strategy for service properties. Why we study service management? Service companies constitute an overwhelmingly large percentage of the economy of every industrialized nation, the size is keeping increasing. Compare with other industry, Academic research did not catch the speed of development of service industry. Services have characteristics that are strongly different from goods. Consequently, specialized and different managerial techniques are employed in services that are employed in many manufacturing firms, and the knowledge and experience gained from manufacturing settings does not always transfer to services. What is Service Industry? Service is not named as what it is but as what it is not. retailing, wholesaling transportation, lodging, FB, entertainment, financial services, education, government High cost Low productivity Prescription? We are employed by our customers “There is only one real boss in the world, that is your customer. As long as he shifts his expenditure from you to other suppliers, he can fire the whole company.” ------Sam Walton Trust is the currency for all trading activity “In this crazy world, trust has never been so important, the relationship built on the basis of trust is the only true and sustainable power. Without trust, we have to go back to “price competition” battlefield.” Reference reading 1-1 IDIC marketing strategy Any company should be able to identify and recognize each individual customers needs; it should know what factors cause one customer different from the other; it should be able to interact and communicate with them dynamically. After understanding their differences, the company should also take actions to change their standardized behaviors, so that they can meet the specialized needs of each individual customer. To build the tru