服務(wù)營(yíng)銷(xiāo)第二章

第二章ConsumerBehaviorinServiceEncounters服務(wù)接觸中的顧客行為正確理解顧客行為是營(yíng)銷(xiāo)的核心！一、顧客與服務(wù)運(yùn)營(yíng)的互動(dòng)1、通過(guò)過(guò)程圖描述服務(wù)過(guò)程過(guò)程圖是清楚地描述服務(wù)過(guò)程的最佳方式！收集氣象數(shù)據(jù)氣象學(xué)家將數(shù)據(jù)輸入模型，通過(guò)輸出聲稱(chēng)預(yù)報(bào)氣象播音員發(fā)布當(dāng)?shù)貧庀箢A(yù)報(bào)觀看天氣預(yù)報(bào)得知天氣晴好后計(jì)劃野餐打開(kāi)電視機(jī)，選臺(tái)可見(jiàn)行為核心產(chǎn)品不可見(jiàn)行為收益ConsumersarerarelyinvolvedinthemanufactureofgoodsbutoftenparticipateinservicecreationanddeliveryChallengeforservicemarketersistounderstandhowcustomersinteractwithserviceoperations市場(chǎng)營(yíng)銷(xiāo)者發(fā)現(xiàn)繪制過(guò)程圖有助于詳細(xì)說(shuō)明顧客在服務(wù)過(guò)程中的哪些階段獲得核心服務(wù)，也有助于識(shí)別組成整個(gè)服務(wù)包的各種不同的附加性服務(wù)。對(duì)于管理者來(lái)說(shuō)，關(guān)鍵的問(wèn)題就是顧客期望是否會(huì)在服務(wù)傳遞的過(guò)程中隨著每個(gè)步驟的感知質(zhì)量而發(fā)生改變。

2、服務(wù)接觸的種類(lèi)

High-ContactandLow-ContactServicesHighContactServicesCustomersvisitservicefacilityandremainthroughoutservicedeliveryActivecontactbetweencustomersandservicepersonnelIncludesmostpeople-processingservicesLowContactServicesLittleornophysicalcontactwithservicepersonnelContactusuallyatarm’slengththroughelectronicorphysicaldistributionchannelsNewtechnologies(e.g.Web)helpreducecontactlevels服務(wù)接觸是顧客直接與一項(xiàng)服務(wù)相互作用的一段時(shí)間。高接觸服務(wù)需要顧客親自訪問(wèn)服務(wù)設(shè)施。在整個(gè)服務(wù)傳遞的過(guò)程中，顧客都積極地參與到服務(wù)組織和服務(wù)人員的工作中。低接觸服務(wù)是指顧客與服務(wù)提供者之間即使有實(shí)體接觸也很少。

LevelsofCustomerContactwithServiceOrganizations

顧客與服務(wù)組織接觸的水平Emphasizesencounterswithservicepersonnel強(qiáng)調(diào)與服務(wù)人員的接觸Emphasizesencounterswithequipment強(qiáng)調(diào)與設(shè)備的接觸HighLowManagement

ConsultingCar

RepairInsuranceMotelFast

FoodNursing

HomeAirline

Travel

(Econ.)

Cable

TVTelephone

BankingHairCutGood

Restaurant4-Star

Hotel

Dry

CleaningRetail

BankingMailBasedRepairsInternet-basedServicesMovieTheater

InternetBankingSubway

地鐵療養(yǎng)院電話(huà)銀行有線(xiàn)電視網(wǎng)絡(luò)銀行Serviceencounter:

Aperiodoftimeduringwhichcustomersexperienceaservice服務(wù)接觸是顧客直接與一項(xiàng)服務(wù)相互作用的一段時(shí)間。Momentsoftruth（關(guān)鍵時(shí)刻）:

Defining

pointsinservicedeliverywherecustomersinteractwithemployeesorequipment

Criticalincidents:specificencountersthatresultinespeciallysatisfying/dissatisfyingoutcomesforeithercustomersorserviceemployeesServicesuccessoftenrestsonperformanceofjuniorcontactpersonnelMusttrain,coach,rolemodeldesiredbehaviorThoughtlessorbadlybehavedcustomerscancauseproblemsforservicepersonnel(andothercustomers)Musteducatecustomers,clarify whatisexpected,manage behavior

二、ThePurchaseProcessforServices

服務(wù)的購(gòu)買(mǎi)過(guò)程PrepurchaseStage購(gòu)買(mǎi)前階段Awarenessofneed對(duì)需要的認(rèn)知Informationsearch信息搜尋Evaluationofalternativeservicesuppliers對(duì)不同服務(wù)提供商的評(píng)估ServiceEncounterStage服務(wù)接觸階段Requestservicefromchosensupplier要求被選中的服務(wù)提供商提供服務(wù)Servicedelivery服務(wù)傳遞PostpurchaseStage購(gòu)買(mǎi)后階段Evaluationofserviceperformance服務(wù)績(jī)效評(píng)價(jià)Futureintentions未來(lái)意圖PerceivedRisksinPurchasingandUsingServices購(gòu)買(mǎi)和使用用服務(wù)時(shí)的的感知風(fēng)險(xiǎn)險(xiǎn)感知風(fēng)險(xiǎn)反反映了顧客客對(duì)負(fù)面結(jié)結(jié)果出現(xiàn)的的概率所作作出的判斷斷。對(duì)于那些體體驗(yàn)品質(zhì)和和信賴(lài)品質(zhì)質(zhì)比較高的的服務(wù)來(lái)說(shuō)說(shuō)，由于在在購(gòu)買(mǎi)和接接受服務(wù)之之前很難對(duì)對(duì)其進(jìn)行評(píng)評(píng)價(jià)，因此此感知風(fēng)險(xiǎn)險(xiǎn)較高！Functional功能風(fēng)險(xiǎn)–unsatisfactoryperformanceoutcomes不能令人滿(mǎn)滿(mǎn)意的服務(wù)務(wù)結(jié)果Financial財(cái)務(wù)風(fēng)險(xiǎn)–monetaryloss,unexpectedextracosts貨幣損失，，無(wú)法預(yù)料料的花費(fèi)Temporal時(shí)間風(fēng)險(xiǎn)–wastedtime,delaysleadtoproblems浪費(fèi)時(shí)間，，延遲的后后果Physical實(shí)體風(fēng)險(xiǎn)–personalinjury,damagetopossessions身體傷害，，財(cái)產(chǎn)損失失Psychological心理風(fēng)險(xiǎn)–fearsandnegativeemotions害怕和恐懼懼心理Social社會(huì)風(fēng)險(xiǎn)–howothersmaythinkandreact其他人的看法法和反映Sensory感覺(jué)風(fēng)險(xiǎn)–unwantedimpactstoanyofthefivesenses給五種感官造造成的不適這家洗衣店店能否幫我我洗去這件件外套上的的污漬？修車(chē)的花費(fèi)費(fèi)是否會(huì)遠(yuǎn)遠(yuǎn)遠(yuǎn)超過(guò)最最初的預(yù)計(jì)計(jì)？在參觀展覽覽之前是否否要排隊(duì)等等候？如果我出國(guó)國(guó)度假，是是否會(huì)生病??？如何讓我相相信飛機(jī)不不會(huì)墜毀？？如果我的朋朋友知道我我在這家便便宜的汽車(chē)車(chē)旅館過(guò)夜夜，他們會(huì)會(huì)怎么想？？我的屋子里里是否有煙煙味？三、顧客期期望CustomerExpectationsPredictedServiceExplicit&ImplicitServicePromisesWord-of-MouthPastExperienceDesiredService

ZONEOFTOLERANCE

AdequateServicePersonalNeeds

BeliefsaboutWhatIsPossible

PerceivedServiceAlterations

SituationalFactors個(gè)人人需需要要對(duì)獲獲得得的的信信念念感知知到到的的服服務(wù)務(wù)變變化化情境境因因素素渴望望的的服服務(wù)務(wù)可接接受受的的服服務(wù)務(wù)容忍忍區(qū)區(qū)服務(wù)務(wù)的的內(nèi)內(nèi)外外部部承承諾諾口碑碑、、過(guò)過(guò)去去的的經(jīng)經(jīng)歷歷預(yù)期期的的服服務(wù)務(wù)DesiredServiceLevel:wished-forlevelofservicequalitythatcustomerbelievescanandshouldbedeliveredAdequateServiceLevel:minimumacceptablelevelofservicePredictedServiceLevel:servicelevelthatcustomerbelievesfirmwillactuallydeliverZoneofTolerance:rangewithinwhichcustomersarewillingtoacceptvariationsinservicedeliveryComponentsofCustomerExpectationsDesiredServiceLevel:wished-forlevelofservicequalitythatcustomerbelievescanandshouldbedelivered渴望的服服務(wù)是顧顧客希望望得到的的那種服服務(wù)。AdequateServiceLevel:minimumacceptablelevelofservice預(yù)期的最最低水平平，也就就是可接接受的服服務(wù)水平平，它是是指顧客客能夠接接受而且且不會(huì)造造成不滿(mǎn)滿(mǎn)意的最最低服務(wù)務(wù)水平。。PredictedServiceLevel:servicelevelthatcustomerbelievesfirmwillactuallydeliver預(yù)期的的服務(wù)務(wù)事顧顧客實(shí)實(shí)際期期望得得到的的服務(wù)務(wù)水平平。ZoneofTolerance:rangewithinwhichcustomersarewillingtoacceptvariationsinservicedelivery容忍區(qū)區(qū)就是是顧客客愿意意承受受的服服務(wù)水水平的的變動(dòng)動(dòng)范圍圍。四、顧顧客如如何評(píng)評(píng)價(jià)服服務(wù)HowCustomersEvaluateServices1、IntangibleAttributes,Variability,andQualityProblemsMakeServicesHardtoEvaluateSearchattributes––TangiblecharacteristicsthatallowcustomerstoevaluateaproductbeforepurchaseExperienceattributes––CharacteristicsthatcanbeexperiencedwhenactuallyusingtheserviceCredenceattributes––CharacteristicsthataredifficulttoevaluateconfidentlyevenafterconsumptionGoodstendtobehigherinsearchattributes,servicestendtobehigherinexperienceandcredenceattributesCredenceattributesforcecustomerstotrustthatdesiredbenefitshavebeendelivered從顧客的角角度來(lái)看，，信賴(lài)品質(zhì)質(zhì)所具有的的無(wú)形性導(dǎo)導(dǎo)致了感知風(fēng)險(xiǎn)險(xiǎn)的增加。。比如顧客客很難對(duì)牙牙醫(yī)所做的的復(fù)雜的牙科手術(shù)術(shù)做出評(píng)價(jià)價(jià)。買(mǎi)者與與賣(mài)者之間間的這種信信息不對(duì)稱(chēng)為信賴(lài)賴(lài)性服務(wù)的的提供者進(jìn)進(jìn)行非道德德經(jīng)營(yíng)提供供了潛在動(dòng)機(jī)HowProductAttributesAffect

EaseofEvaluation

Source:AdaptedfromZeithamlMostGoodsHighinsearchattributesHighinexperienceattributesHighincredence

attributesDifficult

toevaluate*EasytoevaluateMostServicesClothingChairMotorvehicleFoodsRestaurantmealsLawnfertilizerHaircutEntertainmentComputerrepairEducationLegalservicesComplexsurgery*NOTE:Difficultyofevaluationtendstodecreasewithbroadexposure

toaservicecategoryandfrequencyofuseofaspecificsupplier2、SolutionstoOvercomingCustomers’DifficultiesinEvaluatingServices服務(wù)評(píng)價(jià)困困難的戰(zhàn)略略對(duì)策Providemoresearchattributesfortheircustomers設(shè)法為顧客客提供更多多的搜尋品品質(zhì)Offerfreetrialsorincentives提供免費(fèi)的的試用品Helpcustomersvisualizeservicebenefits幫助顧客看看到由服務(wù)務(wù)所帶來(lái)的的收益AdvertisingNextProvidetangiblecuestocustomers給顧客提供供更多的與與服務(wù)相關(guān)關(guān)的有形線(xiàn)線(xiàn)索。Professionalslikedoctors,architectsandlawyersoftendisplaytheirdegreesandothercertificationsDevelopedWebsitestoinformprospectiveclientsabouttheirservices,highlighttheirexpertise,andevenshowcasesuccessfulpastengagementsInteractwithcustomerseffectively3、CustomerSatisfactionisCentraltotheMarketingConcept滿(mǎn)意被定義義為，在一一次購(gòu)買(mǎi)行行為或者一一系列顧客客與產(chǎn)品的的交互作用用之后顧客客所產(chǎn)生的的具有某種種偏好的態(tài)態(tài)度。研究顯示：：顧客滿(mǎn)意意度每增長(zhǎng)長(zhǎng)1%，就會(huì)給公公司ROI帶來(lái)平均2.37%的增長(zhǎng)。如果服務(wù)比比他們的預(yù)預(yù)期差，就就會(huì)形成消消極的不一一致；如果比他們們的期望好好，就會(huì)形形成積極的的不一致；；如果正好與與期望相符符，則說(shuō)明明服務(wù)績(jī)效效與期望相相一致。如果服務(wù)的的結(jié)果是積積極的不一一致，而且且還帶來(lái)了了喜悅和驚驚喜，顧客客就會(huì)感到到愉悅。CustomerDelight（愉悅）:

GoingBeyondSatisfactionResearchshowsthatdelightisafunctionof3componentsUnexpectedlyhighlevelsofperformance未預(yù)料到的的高水平的的服務(wù)績(jī)效效Arousal(e.g.,surprise,excitement)興奮Positiveaffect(e.g.,pleasure,joy,orhappiness)積極的情感感HotelsinAsiaseektodelightbusinesswomentravelerswithexclusivepackagesthataretailored-madetomeettheiruniqueneeds五、、將將服服務(wù)務(wù)看看成成是是一一個(gè)個(gè)系系統(tǒng)統(tǒng)ViewingtheServiceBusinessasaSystem1、AServiceBusinessisaSystemComprisingThreeOverlappingSubsystems服務(wù)務(wù)運(yùn)運(yùn)營(yíng)營(yíng)系系統(tǒng)統(tǒng)：：處處理理投投入入并并創(chuàng)創(chuàng)造造服服務(wù)務(wù)產(chǎn)產(chǎn)品品要要素素ServiceOperations(frontstageandbackstage)WhereinputsareprocessedandserviceelementscreatedIncludesfacilities,equipment,andpersonnel服務(wù)務(wù)傳傳遞遞系系統(tǒng)統(tǒng)：：““組組裝裝””這這些些要要素素并并將將產(chǎn)產(chǎn)品品傳傳遞遞給給顧顧客客ServiceDelivery(frontstage)Where““finalassembly””ofserviceelementstakesplaceandserviceisdeliveredtocustomersIncludescustomerinteractionswithoperationsandothercustomers服務(wù)務(wù)營(yíng)營(yíng)銷(xiāo)銷(xiāo)系系統(tǒng)統(tǒng)ServiceMarketing(frontstage)Includesservicedelivery(asabove)andallothercontactsbetweenservicefirmandcustomersServiceMarketingSystem:(1)HighContactService-e.g.,Hotel(Fig.2.10)TheCustomerTechnicalCoreInterior&ExteriorFacilitiesEquipmentServicePeopleOtherCustomersOtherCustomers

AdvertisingSalesCallsMarketResearch

Surveys

Billing/StatementsMiscellaneousMail,PhoneCalls,Faxes,etc.RandomExposuretoFacilities/VehiclesChanceEncounters

withServicePersonnelWordofMouthServiceOperationsSystemBackStage(invisible)FrontStage(visible)ServiceDeliverySystemOtherContactPointsServiceMarketingSystem廣告銷(xiāo)售電話(huà)市場(chǎng)研究調(diào)查查結(jié)賬/聲明各種信件、電話(huà)、傳真真等設(shè)施、車(chē)輛的的隨機(jī)使用與服務(wù)人員的的隨機(jī)接觸口碑ServiceMarketingSystem:(2)LowContactService-e.g.,CreditCard(Fig.2.11)TechnicalCoreMailSelfServiceEquipmentPhone,Fax,Websiteetc.TheCustomerServiceOperationsSystemServiceDeliverySystemOtherContactPointsBackStage(invisible)FrontStage(visible)AdvertisingMarketResearchSurveysRandomExposuresFacilities,PersonnelWordofMouthServiceMarketingSystem2、ServiceasTheater用戲劇比喻服服務(wù)傳遞“Alltheworld’sastageandallthemenandwomenmerelyplayers.Theyhavetheirexitsandtheirentrancesandeachmaninhistimeplaysmanyparts””WilliamShakespeareAsYouLikeItRoleandScriptTheories服務(wù)劇本理論論Role:Asetofbehaviorpatternslearnedthroughexperienceandcommunication一套通過(guò)經(jīng)驗(yàn)驗(yàn)和交流而學(xué)學(xué)會(huì)的行為方方式。Rolecongruence角色一致性:Inserviceencounters,employeesandcustomersmustactoutdefinedrolesforgoodoutcomes雙方的滿(mǎn)意程程度取決于角角色的一致性性，或者各方方在服務(wù)接觸觸過(guò)程中表現(xiàn)現(xiàn)出其特定角角色的程度Script劇本:Asequenceofbehaviortobefollowedbyemployeesandcustomersduringservicedelivery是服務(wù)傳遞過(guò)過(guò)程中顧客和和員工需要學(xué)學(xué)習(xí)并遵守的的行為順序。。THEEND9、靜夜四無(wú)無(wú)鄰，荒居居舊業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨中黃葉樹(shù)樹(shù)，燈下白頭頭人。。21:01:3121:01:3121:011/5/20239:01:31PM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見(jiàn)見(jiàn)頻頻。。。。1月月-2321:01:3121:01Jan-2305-Jan-2312、故人人江海海別，，幾度度隔山山川。。。21:01:3121:01:3121:01Thursday,January5,202313、乍見(jiàn)翻翻疑夢(mèng)，，相悲各各問(wèn)年。。。1月-231月-2321:01:3121:01:31January5,202314、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國(guó)國(guó)見(jiàn)青青山。。。05一一月月20239:01:31下下午21:01:311月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月239:01下午午1月-2321:01January5,202316、行動(dòng)出出成果，，工作出出財(cái)富。。。2023/1/521:01:3121:01:3105January202317、做前，能能夠環(huán)視四四周；做時(shí)時(shí)，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線(xiàn)向前前。。9:01:31下下午9:01下下午21:01:311月-239、沒(méi)有失敗，，只有暫時(shí)停停止成功！。。1月-231月-23Thursday,January5,202310、很多多事情情努力力了未未必有有結(jié)果果，但但是不不努力力卻什什么改改變也也沒(méi)有有。。。21:01:3121:01:3121:011/5/20239:01:31PM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。1月-2321:01:3121:01Jan-2305-Jan-2312、世間成事事，不求其其絕對(duì)圓滿(mǎn)滿(mǎn)，留一份份不足，可可得無(wú)限完完美。。21:01:3121:01:3121:01Thursday,January5,202313、不知知香積積寺，，數(shù)里里入云云峰。。。1月-231月-2321:01:3121:01:31January5,202314、