第7讲顾客定义的服务标准.pptVIP

Services Marketing 工商管理学院　张毓峰 Tel(home)Email: yufengzhang626@ 7.CUSTOMER-DEFINED SERVICE STANDARDS 建立适当服务标准的必备因素 Customer-Defined Service Standards Process for Developing Customer-Defined Standards Service Performance Indices Main Factors leading to Provider Gap 2 Company Perceptions of Customer Expectations 建立适当服务标准的必备因素 服务行业的标准化 正式设定的服务质量目标 顾客定义而非公司定义的服务标准 Standardization of Service behaviors and actions（服务行为的标准化） Some managers believe that services cannot be standardized---that customization is essential for providing high-quality service. This view leads to vague and loose standard setting with little or no measurement or feedback. Standardization of service can take three forms: (1)substitution of technology for personal contact,(2)improvement in work methods,(3)combinations of these two methods. formal process for setting service quality goals（正式设定的服务质量目标） Companies that have been successful in delivering consistently high service quality are noted for establishing formal standards to guide employees in providing service. The types of formal goal setting are relevant in service business ( individual / overall department or company). Customer-defined standards（顾客定义的服务标准） Virtually all companies possess service standards and measures that are company-defined ---they are established to reach company goals for productivity, efficiency, cost, or technical quality. To close GAP 2, standards set by companies must be based on customer requirements and expectations rather than just on internal company goals. Customer-Defined Service Standards “Hard” Customer-defined Standards “Soft” Customer-defined Standards Building blocks:The service encounter sequence Expressing customer requirements as specific behaviors and actions Measurements of behaviors and actions “Hard” Customer-defined Standards “Hard” standards and measures: things can be counted, timed, or observed through audits. Example:Federal Express On-time delivery # of Pa