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第二章;正确理解顾客行为
是营销的核心!;一、顾客与服务运营的互动;Consumers are rarely involved in the manufacture of goods but often participate in service creation and delivery
Challenge for service marketers is to understand how customers interact with service operations;2、服务接触的种类High-Contact and Low-Contact Services;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;Perceived Risks in Purchasing and Using Services 购买和使用服务时的感知风险;Functional 功能风险– unsatisfactory performance outcomes 不能令人满意的服务结果
Financial 财务风险– monetary loss, unexpected extra costs货币损失,无法预料的花费
Temporal 时间风险– wasted time, delays lead to problems浪费时间,延迟的后果
Physical实体风险 – personal injury, damage to possessions身体伤害,财产损失
Psychological心理风险 – fears and negative emotions害怕和恐惧心理
Social 社会风险– how others may think and react其他人的看法和反映
Sensory感觉风险 – unwanted impacts to any of the five senses给五种感官造成的不适;三、顾客期望Customer Expectations;Components of Customer Expectations;
四、顾客如何评价服务
How Customers Evaluate Services;1、Intangible Attributes, Variability, and Quality Problems Make Services Hard to Evaluate;;2、Solutions to Overcoming Customers’ Difficulties in Evaluating Services服务评价困难的战略对策;Provide tangible cues to customers 给顾客提供更多的与服务相关的有形线索。
Professionals like doctors, architects and lawyers often display their degrees and other certifications
Developed Web sites to inform prospective clients about their services, highlight their expertise, and even show cas
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