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1、ServicesMarketing 工商管理学院张毓峰Tel home 87352039Email yufengzhang626 7 CUSTOMER DEFINEDSERVICESTANDARDS 建立适当服务标准的必备因素Customer DefinedServiceStandardsProcessforDevelopingCustomer DefinedStandardsServicePerformanceIndices MainFactorsleadingtoProviderGap2 CompanyPerceptionsofCustomerExpectations Customer D
2、rivenserviceDesignsandStandards InadequatestandardizationofServicebehaviorsandactions Absenceofformalprocessforsettingservicequalitygoals Lackofcustomer definedstandards GAP2 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 StandardizationofServicebehaviorsandactions 服务行为的标准化 Somemanagersbelievethat
3、servicescannotbestandardized thatcustomizationisessentialforprovidinghigh qualityservice Thisviewleadstovagueandloosestandardsettingwithlittleornomeasurementorfeedback Standardizationofservicecantakethreeforms 1 substitutionoftechnologyforpersonalcontact 2 improvementinworkmethods 3 combinationsofth
4、esetwomethods formalprocessforsettingservicequalitygoals 正式设定的服务质量目标 Companiesthathavebeensuccessfulindeliveringconsistentlyhighservicequalityarenotedforestablishingformalstandardstoguideemployeesinprovidingservice Thetypesofformalgoalsettingarerelevantinservicebusiness individual overalldepartmento
5、rcompany Customer definedstandards 顾客定义的服务标准 Virtuallyallcompaniespossessservicestandardsandmeasuresthatarecompany defined theyareestablishedtoreachcompanygoalsforproductivity efficiency cost ortechnicalquality TocloseGAP2 standardssetbycompaniesmustbebasedoncustomerrequirementsandexpectationsrather
6、thanjustoninternalcompanygoals Customer DefinedServiceStandards Hard Customer definedStandards Soft Customer definedStandardsBuildingblocks TheserviceencountersequenceExpressingcustomerrequirementsasspecificbehaviorsandactionsMeasurementsofbehaviorsandactions Hard Customer definedStandards Hard stan
7、dardsandmeasures thingscanbecounted timed orobservedthroughaudits Example FederalExpressOn timedelivery ofPackagesrightdaylate ofPackageswrongdaylate ofmissedpickups Soft Customer definedStandards Soft standardsandmeasures thingscannotbecounted timed orobservedthroughaudits Example FederalExpressTre
8、atmentListen Doeverythingpossibletohelp Beappropriatelyreassuring openandhonest Buildingblocks Theserviceencountersequence Acustomer soverallservicequalityistheaccumulationofevaluationsofmultipleserviceexperiences Serviceencounter arethebuildingblocksforservicequalityandthecomponentpiecesneededtoest
9、ablishservicestandardsinacompany Figure serviceencountersequence Salescontactbeforesale DeliveryInstalla tion PrepareTheOfferingForme SalescontactAfterthesale KnowMeAndMybusiness Hardwareservice Softwareservice ServiceAndSupportMysoftware ServiceAndSupportMyhardware MaintainTheRelationWithme Deliver
10、Installperform PresentTheOfferingTome Afirm Acustomer Expressingcustomerrequirementsasspecificbehaviorsandactions Satisfaction Value Quality Rel As Resp Emp Tan DeliversontimeReturncallquickly DeliverbyWeds Returncallin2Hrs Generalconcepts Dimensions Attributes BehaviorsActions Abstract Concrete Mea
11、surementsofbehaviorsandactions Hardmeasurements countsorauditsortimedactions Softmeasurements trailercallsandrelationshipsurveys Whatdistinguishesthesetwoiswhetherneedtoaskingthecustomer sopinion ProcessforDevelopingCustomer DefinedStandards 1 4 1 Identifyexistingordesiredserviceencountersequence 2
12、Translatecustomerexpectationsintobehavior actions 3 Selectbehaviors actionsforstandards 4 Hardorsoft Soft Hard 4 Setstandards ProcessforDevelopingCustomer DefinedStandards 5 9 5 Developfeedbackmechanisms 6 Establishmeasuresandtargetlevels 7 Trackmeasuresagainststandards 8 Providefeedbackaboutperform
13、ancetoemployees 9 Updatetargetlevelsandmeasures Byauditsoroperatingdata Bytransaction Basedsurveys 3 Selectbehaviors actionsforstandards ThestandardsarebasedonB Athatareveryimportanttocustomers Thestandardscoverperformancethatneedtobeimprovedormaintained ThestandardscoverB Aemployeescanimprove Thest
14、andardsareacceptedbyemployees Thestandardsarepredictiveratherthanreactive Thestandardsarechallengingbutrealistic ServicePerformanceIndices 指数 Summary ThischapterdiscussedProviderGAP2 thediscrepancybetweenperceptionsofcustomerexpectationandthestandardstheysettodelivertotheseexpectations Customer defi
15、nedstandardsareattheheartofdeliveryofservicethatcustomerexpect theyarelinkbetweencustomer sexpectationsandcompanyactionstodelivertothoseexpectations Doingsorequiresthatcompanies marketingandoperationsdepartmentsworktogetherbyusingthemarketingresearchasinputforoperations Unlesstheoperationsstandardsa
16、redefinedbycustomerpriorities theyarenotlikelytohaveanimpactoncustomerperceptionsofservice 思考题7 1 哪种服务行业的标准最难开发 为什么 请为你了解的某一行业的公司提供3条标准 员工会对这些标准如何反应 你如何使员工接受 2 依照顾客导向的服务标准的必要性 公司需要公司导向的标准吗 公司中的所有标准都可以是顾客导向的吗 为什么不可以 3 硬标准和软标准在何区别 你认为员工乐于接受哪种标准 管理层乐于接受哪种标准 为什么 4 想想你最近经历的服务 绘制出服务接触环节 在每次的互动中 你最大的需求是什么 写下这些需求并用具体的行为和动作表达出来
