第7讲顾客定义的服务标准.pptxVIP

Services Marketing ;7.CUSTOMER-DEFINED SERVICE STANDARDS;Main Factors leading to Provider Gap 2;建立适当服务标准的必备因素;Standardization of Service behaviors and actions（服务行为的标准化）;formal process for setting service quality goals（正式设定的服务质量目标）;Customer-defined standards（顾客定义的服务标准）;Customer-Defined Service Standards;“Hard” Customer-defined Standards;“Soft” Customer-defined Standards;Building blocks:The service encounter sequence;Figure:service encounter sequence;Expressing customer requirements as specific behaviors and actions;Measurements of behaviors and actions;Process for Developing Customer-Defined Standards(1-4);Process for Developing Customer-Defined Standards(5-9);3.Select behaviors/actions for standards;Service Performance Indices（指数）;Summary;思考题7