服務(wù)營銷實(shí)驗(yàn)指導(dǎo)書

2023營銷《服務(wù)營銷》實(shí)驗(yàn)指導(dǎo)書實(shí)驗(yàn)一某服務(wù)行業(yè)的顧客滿意度調(diào)查（4學(xué)時(shí)）一、實(shí)驗(yàn)?zāi)康募耙?guī)定（一）實(shí)驗(yàn)?zāi)康?1)掌握服務(wù)業(yè)中顧客滿意度的影響因素(2)掌握各種市場(chǎng)調(diào)研的方法(3)了解市場(chǎng)調(diào)研的內(nèi)容（二）實(shí)驗(yàn)規(guī)定1．按“實(shí)驗(yàn)內(nèi)容”完畢實(shí)驗(yàn)的操作，并將相關(guān)數(shù)據(jù)記入實(shí)驗(yàn)報(bào)告；2．所有實(shí)驗(yàn)課程以小組為單位來進(jìn)行，平均6人/組，組長負(fù)責(zé)小組成員的分工與管理，每個(gè)成員務(wù)必積極參與。3.實(shí)驗(yàn)完畢后，以組為單位提交調(diào)查問卷和調(diào)查報(bào)告（調(diào)查問卷必須是中英文各提交一份）。問卷和報(bào)告采用電子文檔和打印文檔兩種形式。4.IndividualAssignment:每個(gè)同學(xué)撰寫實(shí)習(xí)日記，涉及對(duì)調(diào)研過程的描述。二、實(shí)驗(yàn)地點(diǎn)及設(shè)備實(shí)驗(yàn)采用“戶外調(diào)查+實(shí)驗(yàn)室內(nèi)收集資料”相結(jié)合的形式。實(shí)驗(yàn)地點(diǎn)：商學(xué)院實(shí)驗(yàn)機(jī)房+校外問卷調(diào)查實(shí)驗(yàn)設(shè)備：PC機(jī)及其局域網(wǎng)。三、實(shí)驗(yàn)內(nèi)容及程序1.運(yùn)用Internet檢索有關(guān)服務(wù)行業(yè)的信息，決定要調(diào)研的服務(wù)公司，收集行業(yè)相關(guān)資料2.對(duì)該服務(wù)公司的營銷環(huán)境進(jìn)行調(diào)查分析3.針對(duì)這一行業(yè)的營銷環(huán)境與服務(wù)特性，選取顧客滿意度的指標(biāo)體系4.設(shè)計(jì)顧客滿意度調(diào)查問卷5.對(duì)顧客滿意度進(jìn)行調(diào)查分析6.撰寫調(diào)研報(bào)告四、實(shí)驗(yàn)結(jié)果調(diào)查報(bào)告中要記錄實(shí)驗(yàn)的有關(guān)數(shù)據(jù)以及公司背景情況，可以圖片、文字等形式放在實(shí)驗(yàn)報(bào)告中，同時(shí)加以必要的文字說明。調(diào)查報(bào)告要嚴(yán)格按照市場(chǎng)調(diào)查報(bào)告的內(nèi)容與格式來進(jìn)行。SupplementaryMaterialHerearethesamplesofthesurveyonCS.Trytodesignasurveyoncustomerservicesatisfactionforaservicecompany,suchasbank,mobilecompany,retailersorotherelse.CustomerServiceSatisfactionSurveyInyourmostrecentcustomerserviceexperience,howdidyoucontacttherepresentative?

INPERSON

BYTELEPHONE

INTERNET

THROUGHADEALER

OTHERIfyoureceivedassistancethroughtheInternet...Sufficientinformationwasavailabletosolvemyproblem.

STRONGLYAGREE

SOMEWHATAGREE

NEITHERAGREEORDISAGREE

SOMEWHATDISAGREE

STRONGLYDISAGREEDidourrepresentative...(Selectallthatapply)

QUICKLYIDENTIFYTHEPROBLEM

APPEARVERYKNOWLEDGEABLEANDCOMPETENT

HELPYOUUNDERSTANDTHECAUSESANDSOLUTIONTOYOURPROBLEM

HANDLEPROBLEMSWITHCOURTESYANDPROFESSIONALISMAbouthowlongdidyouhavetowaitbeforespeakingtoarepresentative?

IWASTAKENCAREOFIMMEDIATELY

WITHIN3MINUTES

3-5MINUTES

5-10MINUTES

MORETHAN10MINUTESAbouthowlongdidittaketogetthisproblemresolved?

IMMEDIATERESOLUTION

LESSTHANONEDAY

BETWEENTWOANDTHREEDAYS

BETWEENTHREEANDFIVEDAYS

MORETHANONEWEEK

THEPROBLEMISSTILLNOTRESOLVEDHowmanytimesdidyouhavetocontactcustomerservicebeforetheproblemwascorrected?

ONCE

TWICE

THREETIMES

MORETHANTHREETIMES

THEPROBLEMISSTILLNOTRESOLVEDOverall,howsatisfiedareyouwithyourcustomerserviceexperience?

TOTALLY

VERYSATISFIED

SOMEWHATSATISFIED

SOMEWHATDISSATISFIED

VERYDISSATISFIEDIfyouwerelessthantotallysatisfied,whatcouldhavebeendonetoserveyoubetter?ServiceQualityEvaluation1In

Verypoor

Somewhatunsatisfactory

Aboutaverage

Verysatisfactory

Superior2.Wouldyoupleasetakeafewminutestodescribewhatabouttheserviceexperiencestandsout:3.Wastheprocessforgettingyourproblemresolved:

Verypoor

Somewhatunsatisfactory

Aboutaverage

Verysatisfactory

Superior4.Wouldyoupleasetakeafewminutestodescribewhatabouttheprocessofgettingyourproblemresolvedstandout:5.Wouldyoupleasetakeafewminutestoevaluatethecustomerservicerepresentative.

Thecustomerservicerepresentativeasverycourteous.

Stronglydisagree

Somewhatdisagree

Neutral

Somewhatagree

Stronglyagree6.Wasthereanythingaboutthecourteousnessoftheservicethatstandsoutasbeingsuperior?

Enthusiastic

Listenedcarefully

Friendly

Responsive

Other7.Whataboutthecustomerservicecouldbeimproved?Wastherepresentative:

Notpatient

Notenthusiastic

Didn'tlistencarefully

Unfriendly

Unresponsive

Other

Noimprovementneeded8.Thecustomerservicerepresentativehandledmycallquickly.

Stronglydisagree

Somewhatdisagree

Neutral

Somewhatagree

Stronglyagree9.Whatwouldbestdescribewhathappened:

Keptmewaitingonhold

Hadtoexplainseveraltimes

Didn'tknowhowtohandleproblem

Hadtoaskothers

Spokeslowly

Other

Noimprovementneeded10.Thecustomerservicerepresentativewasveryknowledgeable.

Stronglydisagree

Somewhatdisagree

Neutral

Somewhatagree

Stronglyagree11.Whatwouldbestdescribewhathappened:

Gavemethewronginformation

Theydidn'tunderstandthequestion

Gaveunclearanswers

Couldn'tsolveproblem

Disorganized

Other

Noimprovementneeded12.Thewaitingtimeforhavingmyquestionaddressedwassatisfactory.

Stronglydisagree

Somewhatdisagree

Neutral

Somewhatagree

Stronglyagree13.Myphonecallwasquicklytransferredtothepersonwhobestcouldanswermyquestion.

Stronglydisagree

Somewhatdisagree

Neutral

Somewhatagree

Stronglyagree14.Allthingsconsidred,overthenext12months,howlikelyareyoutoreplaceyour(product)withanother(productorbrand)?

Certain

Highchance

Equalchance

Lowchance

Never實(shí)驗(yàn)一CaseStudyofCustomerRecovery（4學(xué)時(shí)）實(shí)驗(yàn)課程時(shí)間：學(xué)習(xí)完第5章“FOCUSONCUSTOMERS”之后一、實(shí)驗(yàn)?zāi)康募耙?guī)定(一)實(shí)驗(yàn)?zāi)康?1)了解服務(wù)補(bǔ)救對(duì)顧客滿意度的影響(2)掌握服務(wù)補(bǔ)救的相關(guān)原理與操作技巧（二）實(shí)驗(yàn)規(guī)定1.所有實(shí)驗(yàn)課程以小組為單位來進(jìn)行，平均6-7人/組，組長負(fù)責(zé)小組成員的分工與管理，每個(gè)成員務(wù)必積極參與。2.實(shí)驗(yàn)完畢后，將實(shí)驗(yàn)情況以及實(shí)驗(yàn)中碰到的各種問題和解決的方法與過程整理，以組為單位寫出實(shí)驗(yàn)報(bào)告（Eachgroupwillberequiredtohandinonecasewrite-up.Thereportshouldconsistof(atmost)twopagesandshouldaddressthediscussionquestions.Youareallowed,butnotrequired,tohaveasmallnumberofexhibits），并回答“案例討論”中所列思考題。實(shí)驗(yàn)報(bào)告采用電子文檔和書面報(bào)告兩種形式。3.IndividualAssignment:每個(gè)同學(xué)撰寫實(shí)習(xí)日記，同時(shí)要有實(shí)驗(yàn)心得和對(duì)實(shí)驗(yàn)教學(xué)的建議。4.GroupCaseStudy部分所有實(shí)驗(yàn)環(huán)節(jié)和業(yè)務(wù)流程的操作均以團(tuán)隊(duì)的形式合作完畢，嚴(yán)禁吃大鍋飯，individualassignment部分嚴(yán)禁請(qǐng)人代勞或抄襲別人實(shí)驗(yàn)結(jié)果。二、實(shí)驗(yàn)地點(diǎn)、設(shè)備及軟件實(shí)驗(yàn)地點(diǎn)：商學(xué)院實(shí)驗(yàn)機(jī)房實(shí)驗(yàn)設(shè)備：PC機(jī)及其局域網(wǎng)。軟件環(huán)境：Windows2023操作系統(tǒng)；各種網(wǎng)絡(luò)工具軟件。三、實(shí)驗(yàn)內(nèi)容CASESTUDY1.看懂所給案例，在網(wǎng)上搜集案例中所涉及公司的服務(wù)營銷理念與實(shí)踐2.在所搜集的背景資料和相關(guān)材料基礎(chǔ)上，就服務(wù)補(bǔ)救相關(guān)原理，對(duì)案例進(jìn)行分析CustomerRecovery:ATaleofTwoCompaniesAsamarketer,Iknowtheimportanceofeffectivecomplainthandlingandrecoveryonconsumersatisfactionandloyalty.

SoIwascurioustoseehowtwodifferentcompanieswithwellknownbrandswouldhandlemeasaconsumerwithaproblem.Thiswasn'tatestforitsownsake-IactuallyhadproblemswithtwoproductsofwhichI'vebeenalong-time,loyalconsumer.

Andsurprisingly(ornot),myexperiencewasdifferentineachcase.Situation#1IneededtoreplacemyMaybellineeyelinerpenandcouldn'tfinditanywhereaftertryingseveraldifferentstores.

SoIe-mailedMaybelline'sConsumerAffairsandhere'stheirreply:"ThankyouforyourinterestinEyeExpressEasyLiningPen.

Thisproductisnolongeravailable,andwehavenowayofobtainingitforyoutopurchase.

WesuggestyoutryLineStylist,whichisavailableatstoresthatcarryMaybellineNewYorkproducts.Weunderstandthefrustrationyoumustfeelconcerningthedisappearanceofaproductthatyouhadbeenusingfaithfully.

Itisnevereasyforustomakethedecisiontodiscontinueanyofourproductsorshades.

Wetrulyregretanyinconveniencethismayhavecausedyou."Atleasttheywereempatheticandapologetic.

Butthat'sall.

Therewasnolinktotellmewheretofindthesuggestedalternateproductandnospecialofferorcoupontoencouragemetotryit.Situation#2IopenedaboxofPostGrape-Nutscerealandittastedstale.

(Hardtobelieve,Iknow...butIeatGrape-Nutsinyogurtnearlyeveryday,andthistimeitdidn'ttastequiteright.)

IopenedanotherboxthatIhadinmypantry,anditwassame.

The"bestwhenusedby"datewasmorethansixmonthsaway.

MaybeIjusthadabadbatch?SoIcalledKraft(whoownsthePostbrand).

TheCust