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ID:41190830
大小:957.52 KB
页数:26页
时间:2019-08-18
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1、SLOANSELECTCOLLECTIONWINTER2011ASPECIALCOLLECTIONOFMARKETINGANDMANAGEMENTINSIGHTSFROMMITSLOANMANAGEMENTREVIEWLessonsinCustomerServiceweibo.com/pdfmagsCONTENTSSLOANSELECTCOLLECTIONWINTER2011LessonsinCustomerService1UnderstandingCustomerDelightandOutrageFall199912IsYourCompanyAsCustomer-Fo
2、cusedAsYouThink?Spring201018CreatingaSuperiorCustomer-RelatingCapabilitySpring2003REPRINTNUMBERCS0111LESSONSINCUSTOMERSERVICE•MITSLOANMANAGEMENTREVIEWiweibo.com/pdfmagsUnderstandingCustomerDelightandOutrage35BenjaminSchneiderDavidE.BowenServicebusinessescanretaincustomersandachieveprofi
3、t-abilitybybuildingreciprocalrelation-shipsfoundedonsafeguardingandaffirmingcustomersecurity,fairness,andself-esteem.BenjaminSchneiderisDeliveringqualitytocustomersinacom-nottranslatelinearlyintooutcomessuchprofessorofpsychologyandpetitivemarketplacedictatestheneedtoasloyaltyintermsofpur
4、chases.ThisalsoheadoftheIndustrialandcontinuallyenhanceacustomer’sexperi-suggeststhatbusinessesmuststriveforOrganizationalPsychologyenceandsatisfaction.However,evidence100percent,ortotal,customersatisfactionProgramattheUniversityofindicatesthatsatisfyingcustomersisnotandevendelighttoachi
5、evethekindofenoughtoretainthembecauseevensatis-loyaltytheydesire.1Maryland.DavidE.Bowenisprofessorofmanagement,fiedcustomersdefectatahighrateinWorldBusinessDepartment,manyindustries.Forexample,XeroxfoundCurrentstudiesattributeahigherdegreeThunderbird.thatits“totallysatisfied”customerswer
6、eofemotionalitytotheoppositeendofthesixtimesmorelikelytorepurchaseXeroxsatisfactioncontinuum—thatis,todissat-productsduringthefollowingeighteenisfaction—thanwastrueinthepast.Formonthsthanits“merelysatisfied”customersexample,BellandZemkesuggestthatwere.“Totallysatisfied”ranksonlytwocustom
7、erswhohaveexperiencedservicescalepointshigherthan“merelysatisfied,”failuresfallintotwocategories—annoyedalthoughitearnssixtimesmoreloyalty.andvictimized.Theydefine“annoyance”Apparently,thescalesthatresearchersasminorirritationassociatedwithacommonlyusetomeasuresatisfactio
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