服务营销实验指导书

2023营销《服务营销》实验指导书实验一某服务行业的顾客满意度调查（4学时）一、实验目的及规定（一）实验目的(1)掌握服务业中顾客满意度的影响因素(2)掌握各种市场调研的方法(3)了解市场调研的内容（二）实验规定1．按“实验内容”完毕实验的操作，并将相关数据记入实验报告；2．所有实验课程以小组为单位来进行，平均6人/组，组长负责小组成员的分工与管理，每个成员务必积极参与。3.实验完毕后，以组为单位提交调查问卷和调查报告（调查问卷必须是中英文各提交一份）。问卷和报告采用电子文档和打印文档两种形式。4.IndividualAssignment:每个同学撰写实习日记，涉及对调研过程的描述。二、实验地点及设备实验采用“户外调查+实验室内收集资料”相结合的形式。实验地点：商学院实验机房+校外问卷调查实验设备：PC机及其局域网。三、实验内容及程序1.运用Internet检索有关服务行业的信息，决定要调研的服务公司，收集行业相关资料2.对该服务公司的营销环境进行调查分析3.针对这一行业的营销环境与服务特性，选取顾客满意度的指标体系4.设计顾客满意度调查问卷5.对顾客满意度进行调查分析6.撰写调研报告四、实验结果调查报告中要记录实验的有关数据以及公司背景情况，可以图片、文字等形式放在实验报告中，同时加以必要的文字说明。调查报告要严格按照市场调查报告的内容与格式来进行。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实验一CaseStudyofCustomerRecovery（4学时）实验课程时间：学习完第5章“FOCUSONCUSTOMERS”之后一、实验目的及规定(一)实验目的(1)了解服务补救对顾客满意度的影响(2)掌握服务补救的相关原理与操作技巧（二）实验规定1.所有实验课程以小组为单位来进行，平均6-7人/组，组长负责小组成员的分工与管理，每个成员务必积极参与。2.实验完毕后，将实验情况以及实验中碰到的各种问题和解决的方法与过程整理，以组为单位写出实验报告（Eachgroupwillberequiredtohandinonecasewrite-up.Thereportshouldconsistof(atmost)twopagesandshouldaddressthediscussionquestions.Youareallowed,butnotrequired,tohaveasmallnumberofexhibits），并回答“案例讨论”中所列思考题。实验报告采用电子文档和书面报告两种形式。3.IndividualAssignment:每个同学撰写实习日记，同时要有实验心得和对实验教学的建议。4.GroupCaseStudy部分所有实验环节和业务流程的操作均以团队的形式合作完毕，严禁吃大锅饭，individualassignment部分严禁请人代劳或抄袭别人实验结果。二、实验地点、设备及软件实验地点：商学院实验机房实验设备：PC机及其局域网。软件环境：Windows2023操作系统；各种网络工具软件。三、实验内容CASESTUDY1.看懂所给案例，在网上搜集案例中所涉及公司的服务营销理念与实践2.在所搜集的背景资料和相关材料基础上，就服务补救相关原理，对案例进行分析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