第1讲服务营销导论-PPT幻灯片

参考书目：1、《ServicesMarketing》Valarie.A.ZeithamlandMaryJoBither机械工业出版社，(英文版)1998年8月;（中文版）2004年3月，张金成等译。2、《服务营销》（中文版）克里斯托弗.H.洛夫洛克中国人民出版社，2001年5月2003.2zhangyf@1:INTRODUCTIONTOSERVICESWhatAreServices?WhyServicesMarketing?DifferencesinGoodsversusServicesMarketingTheServicesMarketingTriangleTheServicesMarketingMixTheGapsModelofServiceQuality2003.2zhangyf@WhatAreServices?Servicesaredeeds,processes,andperformances

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themostsimple,broaddefinition).Servicesincludealleconomicactivitieswhoseoutputisnotaphysicalproductorconstruction,isgenerallyconsumedatthetimeitisproduced,andprovidedaddedvalueinforms(e.g:convenience,amusement,timeliness,comfortorhealth)thatareessentiallyintangibleconcernsofitsfirstpurchaser.(usedtotheservicesector)2003.2zhangyf@Industriesclassifiedwithintheservicesector:2Finance,insurance,andrealestateBankingCreditagenciesotherthanbanksSecurityandcommoditybrokers,andservicesRealestateHoldingandotherinvestmentcompaniesFederalgovernmentCivilianMilitaryGovernmententerprisesStateandlocalgovernmentEducationOtherservices2003.2zhangyf@Industriesclassifiedwithintheservicesector:3OtherservicesHotelsandotherlodgingplacesPersonalservicesBusinessservicesAutorepair,services,andgaragesMiscellaneousrepairservicesMotionpicturesAmusementandrecreationservicesHealthservicesLegalservicesEducationalservicesSocialservicesandmembershiporganizationsMiscellaneousprofessionalservicesPrivatehouseholdservices2003.2zhangyf@WhyServicesMarketing?Aservice-basedeconomy(80%/78%)Servicesasabusinessimperative(必要的、迫切的、紧急的)inmanufacturingDeregulatedindustries(airline,banking,telec-)andprofessionalservice(dentist,lawyer,accountant,engineers,architect)needsNew(information)technologiesspawn(引起)needforserviceconceptsServicemarketingisdifferent2003.2zhangyf@DifferencesinGoodsversusServicesMarketingIntangibility（无形性）Heterogeneity（异质性）SimultaneousProductionandConsumption（同一性）Perishability（易消失性）导致服务营销人员面临独特的挑战和困难。2003.2zhangyf@Intangibility-ResultingimplicationServicecannotbeinventoried.(贮存的)Servicecannotbepatented.(获得专利的)Servicecannotbereadilydisplayedorcommunicated.Pricingisdifficult.2003.2zhangyf@Heterogeneity-ResultingimplicationServicedeliveryandcustomersatisfactiondependonemployeeactions.Servicequalitydependsonmanyuncontrollablefactors.Thereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromoted.2003.2zhangyf@SimultaneousP&C-Resultingimplication

Customersparticipateinandaffectthetransaction.Customeraffecteachother.Employeesaffecttheserviceoutcome.Decentralization(分散经营)maybeessential.Massproductionisdifficult.2003.2zhangyf@Perishability-ResultingimplicationItisdifficulttosynchronize(使同步/使一致)supplyanddemandwithservices.Servicescannotbereturnedorresold.2003.2zhangyf@TheServicesMarketingTriangleFigure1-2:

Company(management)CustomersEmployeesInteractivemarketing”deliveringthepromise”Externalmarketing”settingthepromise”Internalmarketing”enablingthepromise”2003.2zhangyf@TheServicesMarketingMixTraditional:ProductPricePlacePromotionExpanded:ProductPricePlacePromotion

People

Process

Physicalevidence2003.2zhangyf@PeopleEmployees:Recruiting,Training,Motivation,Rewards,Teamwork.Customers:Educating,TrainingCommunicatingcultureandvaluesEmployeeresearch

2003.2zhangyf@ProcessFlowofactivities:standardized/customizedNumberofsteps:simple/complexLevelofcustomerinvolvement2003.2zhangyf@PhysicalevidenceFacilitydesign:aesthetics(美学),functionality,ambient(周围的)conditionsEquipmentSignageEmployeedressOthertangibles:reports,businesscards,statement,guarantees2003.2zhangyf@TheGapsModelofServiceQualityFigure1-3:TheCustomerGap-----TheDifferencebetweenCustomerPerceptionsandExpectations.ExpectedServicePerceivedServiceGAP2003.2zhangyf@Figure1-4:ProviderGap1----NotKnowingWhatCustomersExpectExpectedServiceCompanyPerceptionsOfConsumerExpectationsGAP1CompanyCustomer2003.2zhangyf@Figure1-5:ProviderGap2---NotSelectingtheRightServiceDesignsandStandards.CompanyPerceptionsOfConsumerExpectationsCustomer-DrivenServiceDesignsAndStandardsGAP2CompanyCustomer2003.2zhangyf@Figure1-6:ProviderGap3---NotDeliveringtoServiceStandardsServiceDeliveryCustomer-DrivenServiceDesignsAndStandardsGAP3CustomerCompany2003.2zhangyf@Figure1-7:ProviderGap4---NotMatchingPerformancetopromisesExternalCommunicationsToCustomerServiceDeliveryCompanyCustomerGAP42003.2zhangyf@Figure1-8:GAPsmodelofservicequality---PuttingAllTogether-ClosingTheGapsPerceivedServiceCustomer-drivenServicedesignsAndstandardsExternalCommunicationsToCustomerExpectedServiceServiceDeliveryCompanyperceptionsofConsumerexpectationsCompa