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设计和管理服务
Chapter14DesigningandMarketingManagement
TenthEdition
ObjectivesServiceDefinitionsClassificationsHowServicesDifferGoodsImprovingServiceDifferentiation,Quality,ProductivityImprovingCustomerSupportServices
PureServiceCategoriesofServiceMixTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibleGood
ServicesInseparabilityServicescannotbeseparatedfromtheirprovidersPerishabilityServicescannotbestoredforlatersaleoruseIntangibilityServicescannotbeseen,tasted,felt,heard,orsmelledbeforepurchaseVariabilityQualityofservicesdependsonwhoprovidesthemandwhen,where,andhowFourServiceCharacteristics
ServicesInseparabilityIncreaseproductivityofprovidersPerishabilityMatchsupplyanddemandIntangibilityUsecuestomakeittangibleVariabilityStandardizeserviceproductiondeliveryOvercomingServiceChallenges
ThreeTypesofMarketing
inServiceIndustriesInternalmarketingCompanyCustomersExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustry
ServiceDifferentiationOfferDeliveryImage
Service-QualityModelExpectedserviceManagementperceptionsofconsumerexpectationsMarketerConsumerGap1Servicedelivery(includingpre-andpost-contacts)Gap3Translationofperceptionstoservice-qualityspecificationsGap2Gap5PerceivedserviceExternalcommuni-cationstoconsumersGap4PersonalneedsPastexperienceWord-of-mouthcommunications
DeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangibles
Service
ExcellenceStrategicConceptTop-ManagementCommitmentHighStandardsMonitoringSystemsSatisfyingCustomerComplaintsSatisfyingBothEmployeesCustomersManagingProductivity
A.ConcentratehereB.KeepupthegoodworkD.PossibleoverkillC.LowpriorityImportance-PerformanceAnalysisExtremelyimportantSlightlyimportantExcellentperformanceFairperformance1291113121434567810#=Attributes
ComplaintResolutionHiringCriteriaTrainingforEmployeesDevelopGuidelinesforFair
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