服务利润链经典培训教程香港中文大学(编辑修改稿)

服务利润链经典培训教程香港中文大学(编辑修改稿)内容摘要：

相对流失率 Employee and Management Turnover, 员工和管理层流失率 1994 Discount Department Stores 折扣百货公司 • ―Niceness‖ as the primary criterion for choosing associates • Well trained, recognition, mitment • Stock purchase plan – 15% discount – 50% of all associates do so • Incentivebonus plan amp。 profit sharing 14 Operating Margins Firm公司 1994 1993 1992 WalMart % % % Target KMart Consumer Ratings Chain连锁店 Value价值 Service服务 (“Sales Help”) WalMart 5 4 Meijer 4 3 Target 5 2 ShopKo 3 2 Bradlees 3 1 Venture 4 1 Montgomery Ward 3 2 Fred Mayer 3 2 KMart 3 1 Caldor 3 1 Ames 2 1 Growth, Profit, and Return on Equity, 19851995 Company公司 Average Annual Growth in Sales 销售额年均增长 Average Annual Growth in Profit 利润年均增长 Return on Equity 资本回报率 WalMart % % % Target % .9% % KMart % Negative % Sears negative % % 15 Customer Value Equation 顾客价值等式 Cases: Federal Express Singapore Airlines Oute quality and process quality Five dimensions of service process quality 可靠性 Dependability Did the service provider do what was promised? “When it absolutely, positively, has to get there.” (FedEx) 反应性 Responsiveness Was the service provided in a timely manner? 权威性 Authority Did the service provider elicit a feeling of confidence in the customer during the service delivery process? 体贴性 Empathy Was the service provider able to take the customer’s point of view? 有形证据 Tangible evidence Was evidence left that the service was indeed performed? “Our new business class seats may cause drowsiness.” (UA) Service positioning 獲得服務的成本 服務的價格 服務過程質量 為顧客創造的服務效用 價 值S e r v i c e t h eA c q u i r i n g of C o s t s C u s t o m e r t h e t oP r i c eQ u a l i t y P r o c e s s C u s t o m e r f o r t h e P r o d u c e d R e s u l t s V a l u e16 1 Customers‘ views of service process quality depend primarily on the relationship between what was actually delivered in relation to what was expected by the customers.  Service quality is relative, not absolute (reference effect). 服务质量是相对而非绝对的（参考性）。  It is determined by the customer, not by the service provider (perception). 它被顾客而不是服务供应商决定（感知性）。  It varies from one customer to another (variation). 它随不同的顾客而异（变化性）。  Service quality can be enhanced by meeting or exceeding customers‘ expectations or taking steps to control such expectations – ―under promise and over deliver‖ (satisfaction). 提高服务质量可以通过满足或超额满足顾客的期望或者采取措施来控制顾客期望 —―低许诺和高提供 ”。 Criteria of good perceived service quality 1) Professionalism amp。 skills。 2) Attitudes and behavior。 3) Accessibility amp。 flexibility。 4) Reliability amp。 trustworthiness。 5) Service recovery。 6) Serviscape。 7) Reputation amp。 credibility。 8) Consistency. Service Quality 服务质量 17 Expected Quality 期望质量 •Communication 沟通 •Sales 销售 •Perceptions 感知 •Word of mouth 口碑 •Past experience 经验 •Needs amp。 wants 需求 Customer Satisfaction 顾客满意 Perceived quality of Competitors 感知的竞争者 的质量 Perception 感知 Result: What 结果：是什么 Process: How 过程：如何实现 Customer Satisfaction 顾客满意 Total perceived Quality 全面感知 的 质量 Experienced Quality 体验的质量 18 SatisfactionLoyalty Relationship 满意忠诚关系 automobiles personal puters hospitals airlines local telephone How the Competitive Environment Affects the SatisfactionLoyalty Relationship 1 2 3 4 5 pletely dissatisfied pletely satisfied Highly Competitive Zone Commoditization or low differentiation Consumer indifference Many substitutes Low cost of switching Satisfaction 满意 Regulated monopoly or few substitutes Dominant brand equity High cost of switchin。