服务营销1MBA教案资料.ppt

Service Quality: Gap 1 Difference between what customers expect and management perceptions of customer expectations. Causes Strategies Failure of management to identify consumer expectations. Communicate with customers Conduct market research Encourage upward communication Decrease layers of management Source: Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman, 揅ommunication and Control Processes in the Delivery of Service Quality,?Journal of Marketing, Vol. 52 (April 1988), pp. 35-48. Service Quality:Gap 2 Difference between management perceptions of customer expectations and service quality specifications Causes Strategies Resource constraints Market conditions Management indifference Top management commitment Service quality goals Standardization of tasks Feasibility of customer expectations Source: Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman, 揅ommunication and Control Processes in the Delivery of Service Quality,?Journal of Marketing, Vol. 52 (April 1988), pp. 35-48. Service Quality: Gap 3 Difference between service quality specifications and delivery of specifications. Causes Strategies Employees unaware of specifications Employees do not have skills Employees unwilling to perform work Enhance teamwork Ensure employee-job fit Ensure technology-job fit Employee control Supervisory system Reduce role conflict Reduce role ambiguity Source: Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman, 揅ommunication and Control Processes in the Delivery of Service Quality,?Journal of Marketing, Vol. 52 (April 1988), pp. 35-48. Service Quality: Gap 4 Difference between service delivered and external communications Causes Strategies Poor or lack of communication Over-promising Increase horizontal communications Avoid propensity to over-promise Source: Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman, Communication and Control Processes in the Delivery of Service Quality,?Journal of Marketing, Vol. 52 (April 1988), pp. 35-48. Service Quali