服务营销第二章(1).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 period of time during which customers experience a service服务接触是顾客直接与一项服务相互作用的一段时间。 Moments of truth（关键时刻）: Defining points in service delivery where customers interact with employees or equipment Service success often rests on performance of junior contact personnel Must train, coach, role model desired behavior Thoughtless or badly behaved customers can cause problems for service personnel (and other customers) Must educate customers, clarify what is expected, manage behavior 二、The Purchase Process for Services 服务的购买过程 Prepurchase Stage购买前阶段 Awareness of need 对需要的认知 Information search信息搜寻 Evaluation of alternative service suppliers对不同服务提供商的评估 Service Encounter Stage服务接触阶段 Request service from chosen supplier要求被选中的服务提供商提供服务 Service delivery服务传递 Postpurchase Stage购买后阶段 Evaluation of service performance服务绩效评价 Future intentions未来意图 Perceived Risks in Purchasing and Using Services 购买和使用服务时的感知风险 Components of Customer Expectations Desired Service Level: wished-for level of service quality that customer believes can and should be delivered渴望的服务是顾客希望得到的那种服务。 Adequate Service Level: minimum acceptable level of service预期的最低水平，也就是可接受的服务水平，它是指顾客能够接受而且不会造成不满意的最低服务水平。 Predicted Service Level: service level that customer believes firm will actually deliver预期的服务事顾客实际期望得到的服务水平。 Zone of Tolerance: range within which customers are willing to accept variations in service delivery