Services Marketing

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Introducing Services Marketing

Opportunities & Challenges for Services Marketing 

The Services Maketing Triangle

 

Service Gaps Model

Gap1 : Expectations Cap

Gap2: Service Standards & Designs Gap

Gap3: Delivery Gap

Gap4: Communication Gap

Focusing on the customer

Servcie Evaluation Process

Service Discrepancy and Customer Satisfaction

Service Epectations Dimensions

Service Quality(SERVAQUAL)

Reliability
Ability to perform the promised service dependably and accurately

Responsiveness
Willingness to help customer sand provide prompt service

Assurance
Acurtesy, knowlege, and aility to induce truest & confidence

Empathy
Caring, individualized attention given to customers

Tangibles

Conducting Service Research

An Overview of Service Research

Post-transacton Study
Critical Incident Study
Customer Satisfaction Study(Service Quality, Customer Satisfaction & Loyalty)
Mystery Shopping Study
Complaint/Lost Customer Study
Service Gap Analysis (Service Audit)
Staff Opinion Study
Internal

Post Tansaction Survey

Customers complete a short automatecd telephone questionnaire using the telephone keypad
The results are available online in real-time

Critical Incident Study

Service Encounters

Pick a particular satisfying (or dissatisfying) encouonter
Describe what happened (what circumstances led up to this encounter? what did the employees do?) 
Why are you satisfied(or dissatisfied)?

Importance-Performance Analysis

Customer Satisfaction Study

Research Objectives:

Measure current levels of service quality and customer satisfaction & loyalty
Identify key satisfaction & loyalty drivers
Keep track of performance levels over time and in comparsion to competition(beanchmarking)

Customer Satisfaction Index (CSI)
Service Excellence Index(SEI)
 

转载于:https://my.oschina.net/lilugirl2005/blog/893157