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1、ServicesMarketing工商管理學(xué)院 張毓峰Tel(home):87352039Email:yufengzhang626@yahoo.com.cn4.CUSTOMERPERCEPTIONS OFSERVICEFactorsThatInfluenceCustomerPerceptionsofService.HowAreCustomerPerceptionsOrganizedtoformimpressionsofservicequality,customersatisfaction,andvalue
2、?StrategiesforInfluenceCustomerPerceptions.2003.2zhangyf@swufe.edu.cnFactorsThatInfluenceCustomerPerceptionsServiceEncounters,or“MomentsofTruth”TheEvidenceofserviceImagePrice2003.2zhangyf@swufe.edu.cnServiceEncounters, or“MomentsofTruth”=======Whenthecust
3、omerinteractswiththeservicefirm.(Case:theDisneyCorporation,74)TheimportanceofencountersTypesofserviceencountersSourcesofpleasureanddispleasureinserviceencounters2003.2zhangyf@swufe.edu.cnFigure:AserviceencountercascadeforahotelvisitFigure:Check-InBell-per
4、sonTakestoRoomRestaurantMeatWake-UpCallCheckout2003.2zhangyf@swufe.edu.cnTheimportanceofencounters--Anyencountercanpotentiallybecriticalindeterminingcustomersatisfactionandimpression.(Fromthecustomer’sview)--Eachencounterpresentsanopportunitytoproveitspot
5、entialasaqualityserviceproviderandtoincreasecustomerloyalty.(Fromtheorganization’sview)2003.2zhangyf@swufe.edu.cnTypesofserviceencountersRemoteEncounters:withoutanydirectcontact.(whenacustomerinteractswithabankthroughATMsystem)PhoneEncounters:throughthete
6、lephone.Face-to-faceEncounters:indirectcontact.2003.2zhangyf@swufe.edu.cnSourcesofpleasureanddispleasureinencounters1.Recovery(恢復(fù))---EmployeeResponsetoServiceSystemFailures.2.Adaptability---EmployeeResponsetoCustomer(special)NeedsandRequests.3.Spontaneity
7、(自發(fā)性)---Unprompted(未敦促的)andUnsolicited(未要求的)EmployeeAction.4.Coping(handling/處理)---EmployeeResponsetoProblem(uncooperative)Customers.2003.2zhangyf@swufe.edu.cnRecovery------Do’sandDon’tsDoAcknowledgeproblemExplaincausesApologizeCompensate/upgradeLayoutopt
8、ionsTakeresponsibilityDon’tIgnorecustomerBlamecustomerLeavecustomerto“fendforhim/herself”DowngradeActasifnothingiswrong“Passthebuck”(推卸責(zé)任)2003.2zhangyf@swufe.edu.cnAdaptability------Do’sandDon’tsDoRecognizetheseriou
