项目报告PPT模板下载.ppt

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1、Chapter14DesigningandManagingServicesObjectivesCategoriesofServiceMixPureServiceTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibleGoodServicesInseparabilityServicescannotbeseparatedfromtheirprovidersPerishabilityServicescannotbestoredforlatersaleoruseIntangib

2、ilityServicescannotbeseen,tasted,felt,heard,orsmelledbeforepurchaseVariabilityQualityofservicesdependsonwhoprovidesthemandwhen,where,andhowFourServiceCharacteristicsServicesInseparabilityIncreaseproductivityofprovidersPerishabilityMatchsupplyanddemandIntangibilityUsec

3、uestomakeittangibleVariabilityStandardizeserviceproduction&deliveryOvercomingServiceChallengesThreeTypesofMarketinginServiceIndustriesInternalmarketingCompanyCustomersExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesR

4、estaurantindustryServiceDifferentiationOfferDeliveryImageService-QualityModelExpectedserviceManagementperceptionsofconsumerexpectationsMarketerConsumerGap1Servicedelivery(includingpre-andpost-contacts)Gap3Translationofperceptionstoservice-qualityspecificationsGap2Gap5

5、PerceivedserviceExternalcommuni-cationstoconsumersGap4PersonalneedsPastexperienceWord-of-mouthcommunicationsDeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangiblesServiceExcellenceStrategicConceptTop-ManagementCommitmentHighStandardsMonitoringS

6、ystemsSatisfyingCustomerComplaintsSatisfyingBothEmployees&CustomersManagingProductivityImportance-PerformanceAnalysisA.ConcentratehereB.KeepupthegoodworkD.PossibleoverkillC.LowpriorityExtremelyimportantSlightlyimportantExcellentperformanceFairperformance12911131214345

7、67810#=AttributesComplaintResolutionHiringCriteria&TrainingforEmployeesDevelopGuidelinesforFairnessRemoveComplaintBarriersAnalyzeTypes&SourcesofComplaints