服务营销考点内容总结

第一题：what is services and goods ,what’s their difference Services: deeds, efforts, or performances

Goods: objects, devices, or things

The distinction between goods and services :

1 it is not perfectly clear. There is no pure good and service ,many services contain at least some goods elements ,also most good at least offer a delivery service.

2 firms that conduct business on both sides of the fence

3 the property of intangibility is the primary difference in them

第二题：servanction model (A framework for understanding the consumer’s experience )

●(visible) Servicescape

●Contact personnel Service providers

●Other customers

●(invisible) Organization and systems

the Service Revolution(运行)

Industrial Management model: -工业管理-在降低成本的基础上提高利润an way to organizing a firm that focuses on revenues （收益）and operating costs （生产费用，营业成本）and ignores the role personnel（人员）play ingenerating （天生的，内在的）customer satisfaction and sustainable（可持续的）profits 1） Sales Revenues are a function of:

–Location Strategies(场所)

–Sales Promotions（促销）

–Advertising（广告，广告宣传）

2） Labor and operating costs should be kept as low as possible

3） Places a higher value on upper and middle managers

4） Replaces full-time personnel with part-time personnel to reduce costs Consequences

5） Produce dead-end（无出路的）front-line（前线，第一线）jobs, poor pay, superficial（肤浅的）training, no opportunity for advancement（晋升）, if any（如果真有的话，如果你有的话）, access to company benefits.

6） Can lead to customer dissatisfaction, flat（平的，单调，沉闷）or declining sales revenues, high employee turnover（流动率）, little service productivity（生产力，生产率）.

Market-focused（市场集中）Management model:

a new organizational model that focuses on the components （组成部分）of the firm that facilitate（减轻……困难，使便利）the firm’s service delivery system.（传递系统）

1） Recognizes（认知）that employee turnover and customer satisfaction are clearly related.

2） Employs more full-time employees.

3） Attempts to utilize（利用）innovative data （革新的资料）to examine the firm’s performance（工作情况）by looking beyond generally accepted accounting principles（公认的会计原则）

T able 2.3: Heterogeneity

Marketing Problems Possible Solutions Difficult to standardize service and quality control Customization（专业化）

Standardization

T able 2.4: Perishability

Marketing Problems Possible Solutions

Higher demand than maximum available supply（最大可资源供应）Demand strategy: Creative pricing Reservation（预订）systems

Higher demand than optimal supply level（最佳供应水平）Development of complementary（互补的）services Lower demand than optimal supply level Development of nonpeak（非高峰{时间}的）demand Demand and supply at optimal levels All 5 Supply strategies：

?Utilize(雇佣) part-time employees

?Share capacity（资源共享）

?Prepare in advance for expansion（膨胀）

?Utilize third-parties（第三方）

?Increase in customer participation（分享参与）

5、Prepurchase Stage：Evaluation of Alternatives：

Nonsystematic evaluation（非系统性评估即直觉）

Such as the use of intuition

Simply choosing by relying on a “gut-level feeling

Systematic evaluation（系统性评估即计算）

Such as a multiattribute model（多属性模型）

Linear compensatory （线性补偿——加权平均法）

Lexicographic approach（辞典模型——排除法）

Postchoice moldels (considerations)

The Expectancy Disconfirmation Perspective(期望未被证实即期望不一致)= customer satisfaction

?simplest and most powerful model

?perceptions vs. expectations

?Positive vs. negative disconfirmations

?customer perceptions vs. reality (elevator)

?the management of expectations and perceptions

?The Perceived Control Perspective(感知控制)

?The basic premise is the higher the level of control over the situation perceived by consumers, the higher their satisfaction with the service.(conflict)

?Consumers exchange cash and control for benefits.

?Behavioral（行为）control and cognitive（意识）control

?It’s the perception of control, not the reality, that is important

?The Script Perspective（脚本透视）

–all the world’s a stage and the people players”

–Role theory （employee management 利用多，由社会因素决定的不能改变）vs. Script theory（按照一定程序进行的，是可以进行修改的）

6、Postpurchase Evaluation Stage（购后评估）

Minimize the consumer’s cognitive（认知的）dissonance（不一致）

?After sale contact

?Reassuring letter in the package

?Warranties（保证书）and guarantees（保用期）

?Firm’s advertising

7、Service Blueprints（服务流程）

Blueprints provide a means of communication between operations（经营）and marketing（经销）and can highlight （突现）potential problems on paper before they occur.

–essentially a flowchart（流程图）that shows lines visibility（行能见度）Components of a Service Blueprints

?Identify direction （流向）in which processes flow（工艺流程）

?Identify the time it takes to move from one process to the next

?Identify the costs involved with each process step

?Identify the amount of inventory build-up at each step

?Identify the bottlenecks（瓶颈）in the system

（注意：处理时间=活动时间/窗口数量

Activity time/number of satisfaction =processing time）

Demand Considerations

?Demand tends to be more inelastic

?Cross price elasticity（价格弹性）considerations need to be examined

?Price discrimination (segmentation)（价格歧视）is a viable practice to manage demand and supply challenges

the special considerations of service pricing as they relate to demand, cost, customer, competitor, profit, product and legal considerations

第八题：Discuss the circumstances under which price segmentation is most effective?

1.Different groups of consumers must have different responses to price.

2.Different segments must be identifiable, and a mechanism must exist to price

them differently.

3.No opportunity should exist for individuals in one segment who have paid a low

price to sell their tickets to those in other segments.

4. The segment should be large enough to make it worthwhile.

5. Costs should not exceed the incremental revenues obtained.

6.Customers should not be confused.

第九题：perceptions of value

Buyer’s perceptions of value represent a trade-off between the perceived benefits of the service o be purchased and the perceived sacrifice in terms of the costs to be paid

Total customer costs:

1 monetary price : the actual dollar price paid by the consumer for a product

2 time costs: the time the customer has to spend to acquire the service

3 energy costs: the physical energy spent by the customer to acquire the service

4 psychic costs: the mental energy spent by the customer to acquire the service

Total customer value:

1.produc value : the worth assigned to the product by the customer

2.service value: the worth assigned to the service by the customer

3 personnel value: the worth assigned to the service-providing personnel by the customer

4 image value : the worth assigned to the image of the service or service provider

by the customer

Consumer will have a reservation price that captures the value they place on these benefits.

As long as the total cost to the consumer is less than the reservation price, he or she will be prepared to buy.

第十一题：customer satisfaction

1. Define customer satisfaction and understand the benefits associated with satisfied customers

Customer satisfaction/dissatisfaction:It is a comparison of customer expectations to perceptions regarding the actual service encounter

Confirmation

Perceptions=Expectations

Negative Disconfirmation

Perceptions

Positive Disconfirmation

Perceptions>xpectations

Benefits:

?Positive word-of-mouth (积极的口碑)

?Purchase more frequently（购买越来越频繁）

?Less likely to be lost to competitors（较少输给了对手）

?Insulated from price competition（免受价格竞争）

?Positive work environments（积极向上的工作环境）

2. Appreciate various methods for measuring customer satisfaction and discuss the limitations of customer satisfaction measurements

(1) Indirect Measures:

Tracking and monitoring sales records, profits, customer complaints

Limitation:indirect measures are taking a passive approach to determining whether customer perceptions are meeting or exceeding customer expectations. If the average firm does not hear from 96 percent of its unhappy customer, it is losing a great many customers while waiting for the other 4 percent to speak their minds.

(2)Direct Measures

the proactive collection of customer satisfaction data through customer satisfaction surveys.(P308)

The Scale of 100 Approach

The “Very Dissatisfied/Very Satisfied” Approach :

Q: the limitation??

The Combined Approach ???

3. Discuss factors to consider when investing in customer satisfaction improvements.

4. Understand the many factors that influence customer expectations.

?Customers are genuinely (真诚的)satisfied

?Response bias(偏见)

A bias in survey results because of responses being received from only a limited

group among the total survey population

?Data collection method

the method used to collect information, such as questionnaires, surveys ,and personal interviews.

?Question form

The way a question is phrased ,such as positively or negatively

?Question context

the placement and tone (语句)of a question relative to the other questions asked. 第十二题：understanding customer satisfaction ratings（客户满意率）

Customer satisfaction ratings are so fairly high(顾客满意度相当的高)：

Reason:

1)Customers are genuinely satisfied

2)Response bias

3)Data collection method

4)personal vs.

5)non-personal

6)Question form

7)satisfied vs. dissatisfied

8)Context of the Question

general question prior to specific question 9)Timing of Question

recent vs. past purchase

10)Social Desirability Bias

11)Mood

第十三题Criticisms of Customer Satisfaction Research

1.Focus is on current needs only

2.Focus on registered complaints

3.Focus on global attributes

4.Fails to involve employee viewpoints

5.Customers may not know what they want

第十四题SERVQUAL and five dimension

SERVQUAL:

1. service quality compares perceptions to what a consumer should expect from a firm that delivers high-quality services. In contrast, satisfaction compares consumer perceptions to what consumers would normally expect.

2. SERVQUAL is Diagnostic tool used to determine “gap scores”and a 44-item scale that measures customer expectations and perceptions regarding five service quality dimensions.

A 22-item section that records customer expectations of excellent firms in the specific service industry, and a second 22-item section that measures consumer perceptions of a particular company .result of the two sections are then compared to arrive at “gap scores” for each of the five dimensions.

The larger the gap ,the farther consumer perceptions are from expectations, and the lower the service quality evaluation.

Five dimension:

1 tangibles dimension:

Firm’s ability to manage its tangibles

Component in two-dimensional: one is equipment and facilities

One is personnel and communications materials Exception:

E1: Excellent companies will have modern looking equipment

E2: The physical facilities at excellent companies will be visually appealing

E3: Employees of excellent companies will be neat-appearing

E4: Materials associated with the service (such as pamphlets or statements) will be visually appealing in an excellent company

Perception

P1: XYZ has modern-looking equipment

P2: XYZ’s physical facilities are visually appealing

P3: XYZ’s employees are neat in appearance

P4: Materials associated with the service are visually appealing at XYZ

2 reliability dimension

Reflects the consistency一致性and dependability of the firm’s performance Exception:

E5: When excellent companies promise to do something by a certain time, they will do so.

E6: When customers have a problem, excellent companies will show a sincere

interest in solving it.

E7: Excellent companies will perform the service right the first time.

E8: Excellent companies will provide their services at the time they promised to do so.

E9: Excellent companies will insist on error-free

Perception:

P5: when X promises to do sth by a certain time, it does so.

P6: when you have a problem ,X shows a sincere interest in solving it.

P7: X performs the service right the first time.

P8: X provides its services at the time it promises to do so

P9: X insists on error-free records.

3. The Responsiveness Dimension

The willingness or readiness of employees to provide the service

Exception:

E10: Employees of excellent companies will tell customers exactly what services will be performed.

E11: Employees of excellent companies will give prompt service to customers.

E12: Employees of excellent companies will always be willing to help customers. E13: Employees of excellent companies will never be too busy to respond to customer requests.

Perception:

P10：employees of X tell u exactly when services will be performed

P11: employees of X give you prompt service

P12: employees of X are always willing to help you

P13: employees of X are never too busy to respond to your requests.

4.The Assurance Dimension

Reflects the competence of the firm, the courtesy extended to its customers, and the security of its operations

Exception:

E14:The behavior of employees of excellent companies will instill confidence in customers.

E15: Customers of excellent companies will feel safe in their transactions.

E16: Employees of excellent companies will be consistently courteous with customers.

E17: Employees of excellent companies will have the knowledge to answer customer questions.

Perception:

P14: the behavior of employees of x instills confidence in customers

P15: you feel safe in your transactions with X

P16: employees of X are consistently courteous with you

P17: employees of X have the knowledge to answer your questions.

The Empathy Dimension

The ability to experience another’s feelings as one’s own

Exception:

E18: Excellent companies will give customers individual attention.

E19: Excellent companies will have operating hours convenient to all their customers.

E20: Excellent companies will have employees who give customers perso nal attention.

E21: Excellent companies will have the customer’s best interest at heart.

E22: The employees of excellent companies will understand the specific needs of their customers

Perception:

P18: X gives you individual attention

P19: X has operating hours convenient to all its customers.

P20: X employees give you personal attention

P21: x has your best interests at heart

P22: employees of X understand your specific needs.

3.Criticism of SERVQUAL

?Length of the Questionnaire

–Expectation and perception questions seem redundant

–What’s the value of including the expectation set?

?V alidity of the Five Dimensions

–Questions need to be adjusted to fit specific industry under examination

–Measurement issues

?Predictive Power

–Ability to predict consumer purchase intentions

15. Types of Service Failures

Group 1 Failures

?Service Delivery System Failures

?unavailable service

?unreasonably slow service

?other core service failures

Group 2 Failures

?Customer Needs and Requests

?special needs

?customer preferences

?customer error

?disruptive（分裂性的）others

Group 3 Failures

Unprompted/Unsolicited（自发的）employee actions

?level of attention

?unusual action

?cultural norms（文化风俗）

?gestalt（完全形态）

?adverse conditions（不利条件）

Group 4 Failures (Employee-reported incidents)

Problematic customer behavior（问题顾客行为）

?drunkenness（放荡）

?verbal（口头的）and physical abuse

?breaking company policies or laws

?uncooperative（=problem）不合作的customers

第十六题：why and why not consumer complain

Complain:

?Correct the problem

?Emotional release from frustration

?Regain some measure of control by spreading negative word-of-mouth ?Solicit sympathy

?Test for consensus

?Create an impression of being more intelligent and discernin

Don’ t Complain

?Don’t know who to complain to ?Don’t think it will do a ny good

?May doubt their own subjective evaluation ?May accept part of the blame

?May want to avoid confrontation

?May lack expertise