服务质量：行销者的向导.docVIP

标题：Service quality:guidelines for marketers 原文： Abstract： In this second paper in the series, the authors focus on special factors related to the perceived value of service and service quality. The article examines issues in the application of the concepts introduced in the first paper. bank services scenario illustrates the concepts and guidelines for application useful to the marketing professional seeking to enhance quality of service. The conceptual relationships and fresh ideas touch on an array of topics including factors such as: critical factors, utility and psychic influences and perceived value; needs-match uncertainty and needs-match variance; perceptions-reality divergence and perceptions-reality variance; and service quality variance, service risk and quality risk. The paper provides a scenario to illustrate the application of a number of the concepts. It is rich with ideas and relationships which provide stimuli and seeds for future research. An appendix provides an excellent review of concepts and terms. Introduction An earlier paper provided the conceptual underpinnings for this paper [1]. Here we examine issues in application and offer specific guidelines useful to the marketing professional seeking to enhance quality of service. Success at enhancing the perceived value of the service and quality of service delivers additional value for customers. Enhancing value realized by customers provides the opportunity to harvest more value for the service provider. To avoid testing the patience of readers of the first paper, we limit review and mention of underlying concepts to a bare minimum. In some instances, we use terms and illustrate relationships presented in the first paper in the series. Appendix 5 contains a glossary for reference. Those who missed the first paper will find it helpful to first peruse Appendix 5 or, ideally, to read the first paper for additional background. We begin with a review of the background essentials. Next, we offer a p