服务营销-笔记资料.pptVIP

Service Marketing Notes服务营销 Dr. FEI xiaoqiang May 24, 2012 What is Traditional Service The traditional service finance, Logistics Hospital Restaurant Hair styling Hotel …… What is service Everything can be service Even the manufacturer can be work in the service mode, or provide the service to support the product YuanDa is a air condition provider Today they provide the temperature solution instead to sell directly the air conditioner Service are deeds, processes, performances and experiences Key point, you need to change you mind What is service the percentage of the service in GDP China 30%, plan to increased to 60% in 2020 Shanghai, government strategy: developing the service in Finance, Logistic service center and Bio-medical technology Haier, the service strategy HK95% US75% EU70%-80% What is service The service is the company interacting with the customer through process, tech,… to achieve the customer target to improve competition with happy experience Service is the major basis of differentiation Service is not servitude 服务不是低声下气 服务是在平等的基础上的业务关系 Meaning of definition of Service 1 Product/service itself is not important What important to customer is the OUTCOME Managers need to find the OUTCOME(hidden need) of the customers Meaning of definition of Service 2 Intangible Service is intangible Change mindset to start to operate in a new model Bank is a service centric company but bank can operate in a product centric model Vice verse also can worakableevery thing can be service! What is service quality Customer look quality in 3 angles: Outcome Interaction Environment(physical) What is service quality The company should provide Search quality Experience quality Credence quality How to change the intangible service into tangible Search Quality Experience Quality Credence Quality Are Tangible Service is intangible Change “intangible” to “Tangible” Based in the execution Before, During and After the execution The different view of the service Qaulity-from custome