服务管理与服务营销第一讲partserviceandserviceindustryPPT课件.ppt

ResearchonServiceManagement服务管理研究 徐明东华大学2009年11月20日 1 引子 新服务带来大效益 振华港机 ZPMCKarlMarxandAdamSmithbelievedthatserviceswerelessimportantthenmanufacturinggoods Whydoweneedservices People snatures peoplewantsbetterlife Manufacturingisalwaysincreasedmoreefficiencyandsolesspeopleneedsintheseindustries 2 PlanofTeaching 11 18week 8halfdaysofteaching19thweek examinationandpresentationInthemiddleof9weeks aclassexercisewillbeorganized 3 Briefintroductionofmyself Dr XuMingTel Fax 86 21 6237 3736officeemail xuming 1970 1978 Jiangxiprovincefarmer Culturalrevolution Study Knitting Internationaltrade Enterprisemanagement Qualitymanagement ProfessorofDonghuaUniversity1994 1997 deputydeanofGloriousSunSchoolofBusinessandManagement1997 1999 VisitingprofessorinPolitecnicodiMilano Italy2005 2006VisitingprofessorinUrbinoUniversity Italy1999 present ExecutivedirectorofGloriousSunInstituteofManagement 4 Researchfields QualitymanagementandISO9000MarketingresearchServicequalitymanagementHowtoimplementtheScientificOutlookonDevelopment ERPandCRMTourismenterprisemanagement 5 ClientsList GloriousSunGroupShanghaiGrantTheaterMotorolaLucent杉杉童装Avaya白马集团TUVShanghaiElectricityBureauGreatCoastPortMachineryandsoon 6 Conceptsystem概念体系 Servicemanagement服务管理servicemarketing服务营销servicequalitymanagement服务质量管理servicedesign服务设计serviceproduction服务提供 7 Teachingmaterial ServicemanagementeditedinDHUPPTsReferencebooks ChenZhuping ServiceMarketing Zeithaml ServicesMarketing 8 EnglishandChineseTeaching PPTsaremainlyinEnglish Teachinglanguage EnglishandChineseExerciseandExam EnglishorChinese 9 Purposeofthiscourse 1 knowwellofservicescience 2 knowwellofserviceindustryandfirms3 toincreasecapabilitytoserveasamanagerinserviceenterprise 4 knowquitewellservicetermsinEnglish 5 abilitytolistenoralteachingandwriteEnglishpaper evensomechartofbook 10 Practice theoryandability PracticewiththeoreticalknowledgeLearnforuse offerbetterservice bettermanagement betterresearch Teamwork supposeyouareamanageroryouareastaffinservicefirm Pleasedoyourbestinyourteam 11 Outlinesofservicemanagement 1 Serviceandserviceindustries2 Customerresearch behaviorsrelatedtoservices3 Servicequality GAPsmodel Servqualscale CaseofRitzcarltonhotel Lowandhighqualityofservice 4 Serviceexpectation5 Serviceperception6 Serviceinnovation 6 Servicemarketingsurvey 7 Servicemarketingmethods8 Cases suchasYangshantourismcompanyServiceManagementandsoon 12 SomethingrelatedtoService management ThedirectionsignsinShanghai Subwaystationsigns Howtomanageserviceinnovationinaservicefirm Howtomanagethesituationnowthatfasttrainchallengesairplane HowtoimproveservicequalityforExpo Howtomanageastockshopforainternationalfamousbrand suchasAmarniorLV Andsoon youmayfindsomethingelse 13 BusinessservicesinShanghai HowcanwedosomethingmeaningfulforExpoShanghai concerningthiscourse DoingbusinessinShanghaiandneighboringregions aninterestingbook 9 10teamstowritesomechartsforthebook 14 ServiceandServiceIndustry服务与服务业 Part1 15 Competitivetrendssince1990s90年代以来的竞争趋势 1 16 90年代以来的竞争趋势Competitivetrendssince1990s 1 Customersatisfactionandcustomerfocus顾客满意2 Value顾客价值3 TotalqualitymanagementandservicequalityTQMSQ4 Emphasisonserviceasakeydifferentiatorinmanufacturingfirms为是一个关键的区别点5 Newmeasurementsystemsthatlinkcustomersatisfactionwithfinancialgoalandoperationalmeasurements新测量6 Emergingtechnology新技术7 Internationalizationofservices 服务的国际化 17 Beforeinternally Manyofthehistoricsourcesofcompanysuperiority technology innovation economiesofscaleallowedcompaniestofocustheireffortsinternallyandprosper 以往 内部优势取胜 18 ShiftingtoCustomersatisfactionandcustomerfocus Today internalfocusinmanycompaniesisshiftingtoanexternalfocusonthecustomer Companiesareacknowledgingthatunlesscustomerneedsaretakenintoaccountindesigninganddeliveringbothservicesandgoods allthetechnicalsuperiorityintheworldwillnotbringsuccess 现在 必须以外部顾客为关注对象 19 value Valuereflectsthegrowingcustomerconcernofgettingmoreformoney timeandeffortinvested 价值 金钱 时间 精力 等等 机会成本 20 Totalqualitymanagementandservicequality TQMapproacheswereembracedbymanufacturingfirmsfarearlierthanbyservicefirms butsomeoforallofthetechniqueslistedherearerapidlypenetratingawideninggroupofserviceorganizations 制造业中的技术 几乎都可以用于服务业 21 Emphasisonserviceasakeydifferentiatorinmanufacturingfirms Financialofficersof50ofAmerica slargestcompanies mostoftheminmanufacturing rankedcustomerserviceasmorecriticaltoviabilityinthe1990sthanallotherstrategies includinginnovationandcostreduction 美国最大公司的调查 顾客服务最重要 22 Newmeasurementsystemsthatlinkcustomersatisfactionwithfinancialgoalandoperationalmeasurements TheMalcolmBaldrigeQualityAward theprestigiousnationalqualityawardspearheadedbytheU S CommerceDepartment specifiesthatcompanymeasurementmustfocusonthecustomer 鲍尔德里奇奖 新的测量体系 23 鲍奖的指标 indicatorsshouldbeselectedtobestrepresenttheattributesthatlinktocustomerrequirements customersatisfaction andcompetitiveperformanceaswellastooperationaleffectivenessandefficiency 顾客需求 顾客满意 竞争力 运作有效性及效率 24 朝总目标前进 Asystemofindicatorsthusrepresentsaclearandobjectivebasisforaligningallactivitiesofthecompanytowardwell definedgoalandfortrackingprogresstowardthegoals 马拉松比赛 分段指定目标 25 Emergingtechnology新出现的技术 Interactive on lineservice suchasinternetandsoon allowconsumerstomaketheirownairlinereservations chooserestaurantsincitiesfarfromtheirhomecomputer talktootherusersthroughelectronicbillboards andchecktheweatherinallpartsoftheworld andsomanyotherthings 服务出现了什么新技术 电子开单 扫描 数码识别 其它 电子开单后的配药 电子记录 26 Internationalizationofservices Animportantimpactoftheinternationalizationofservicesisthatmanymarketsarebecomingglobal Probablythemostdramaticexamplesofglobalservicemarketsareintheairlineandfinancialservicesindustries McDonalds UPS AmericanExpress Visa Master 服务国际化 CTRIP 其它 27 讨论一 服务出现了什么其它新技术 这些技术带来了什么新的服务质量问题 28 新技术 医院为例 电子处方签名新的技术与法规电子叫号系统审核系统收费一卡通系统失效标本输送系统自动洗片自动检验 29 电脑给人脑带来的烦恼 MBA的通知 阅读附件 打开附件是问题 30 Thenatureofservice服务的性质 2 31 Theservicebasedeconomy服务经济 WesternEuropeisbecomingapredominantlyservice basedeconomy USA 76 Japan 76 HongKong 90 Shanghai 60 32 Thenatureofservices IntangibilityHeterogeneity Inseparability Perishability 33 Thenatureofservices Intangibility不可触及性Heterogeneity 不相同性Inseparability 不可分割性Perishability 易逝性 34 WHATARESERVICE Putinthemostsimpleterms servicearedeed processes andperformances Relyingonthesimple broaddefinitionofservice itquicklybecomesapparentthatservicesareproducednotonlybyservicebusinessessuchasthosejustdescribedbutarealsointegratedtotheofferingsofmanymanufactured goodsproducers 35 Service Theserviceincludesalleconomicactivitieswhoseoutputisnotaphysicalproductorconstruction isgenerallyconsumedatthetimeitisproduced andprovidesaddedvalueinforms suchasconvenience amusement timeliness comfortorhealth thatareessentiallyintangibleconcernsofitsfirstpurchaser 36 Differencesingoodsversusservicesmarketing物品营销与服务营销的区别 37 服务的特点 Servicescannotbeinventoried Servicescannotbepatented Servicescannotbereadilydisplayedorcommunicated 不可储存 无专利 难以随时展示 38 2020 2 8 39 服务的特点 Pricingisdifficult Servicedeliveryandcustomersatisfactiondependonemployeeactions Servicequalitydependsonmanyuncontrollablefactors 服务定价困难顾客满意取决于服务人员的行动 服务质量有时很难控制 有很多难控的因素 40 服务的特点 Thereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromoted Customersparticipateinandaffectthetransaction Customersaffecteachother Employeesaffecttheserviceoutcome 没有确切知识做到提供与计划完全相配 顾客参加并影响服务提供 顾客相互影响 服务员工影响服务的结果 41 服务的特点 Decentralizationmaybeessential Massproductionisdifficult Itisdifficulttosynchronizesupplyanddemandwithservices Servicescannotbereturnedorresold 分散服务是必须的 大规模提供服务是困难的 服务的供需协调是较困难的 服务也不可以退回或者转售 42 Intangibility Themostbasic anduniversallycited differencebetweengoodsandservicesisintangibility Becauseservicesareperformancesoractionsratherthanobjects theycannotbeseen felt tasted ortouchedinthesamemannerthatwecansensetangiblegoods 43 Intangibilityexample Forexample health careservicesareactions eg surgery diagnosis examination treatment performedbyprovidersanddirectedtowardpatientsandtheirfamilies Evenafteradiagnosisorsurgeryhasbeencompletedthepatientmaynotfullycomprehendtheserviceperformed 44 ResultingMarketingImplicationsImplications Intangibilitypresentsseveralmarketingchallenges Servicecannotbeinventoried andthereforefluctuationsindemandareoftendifficulttomanage Servicecannotbereadilydisplayedoreasilycommunicatedtocustomers soqualitymaybedifficultforconsumerstoassess 储存 随时及时展示 沟通不便 服务质量评价困难 等等 45 Becauseservicesareperformances frequentlyproducedbyhumans notwoserviceswillbepreciselyalike Heterogeneityalsoresultsbecausenotwocustomersarepreciselyalike eachwillhaveuniquedemandsorexperiencetheserviceinuniqueway Thus theheterogeneityconnectedwithservicesislargelytheresultofhumaninteraction betweenandamongemployeesandcustomers andallofthevagariesthataccompanyit Vagary 无常 不可预测 古怪每次都不同 受人的影响大 人的情绪 健康状况 等等 Heterogeneity 46 HeterogeneityExample Forexample ataxaccountantmayprovideadifferentserviceexperiencetotwodifferentcustomersonthesamedaydependingontheirindividualneedsandpersonalitiesandonwhethertheaccountantisinterviewingthemwhenheorsheisfreshinthemorningortiredattheendofalongdayofmeetings 早上 晚上 心情好与不好 都会不一样 管理人员要理解 提醒 47 ResultingMarketingImplications Becauseservicesareheterogeneousacrosstime organizations andpeople ensuringconsistentservicequalityischallenging Qualityactuallydependsonmanyfactorsthatcannotbefullycontrolledbytheservicesupplier suchastheabilityoftheconsumertoarticulatehisorherneeds theabilityandwillingnessofpersonneltosatisfythoseneeds theabilityandwillingnessofpersonneltosatisfythoseneeds thepresence orabsence ofothercustomers andthelevelofdemandfortheservice 难于全面控制 指程度上 和制造业相对比较 48 Simultaneousproductionandconsumption Whereasmostgoodsareproducedfirst thensoldandconsumed mostservicesaresoldfirstandthenproducedandconsumedsimultaneously Forexample anautomobilecanbemanufacturedinDetroit shippedtoSanFrancisco soldtwomonthslater andconsumedoveraperiodofyears Butrestaurantservicescannotbeprovideduntiltheyhavebeensold andthediningexperienceisessentiallyproducedandconsumedatthesametime 服务的错峰安排 平衡供需 非常需要管理技术与艺术 49 ResultingMarketingImplications Becauseserviceoftenproducedandconsumedatthesametime massproductionisdifficultifnotimpossible Thequalityofserviceandcustomersatisfactionwillbehighlydependentonwhathappensin realtime includingactionsofemployeesandtheinteractionsbetweenemployeesandcustomers 50 Perishability Perishabilityreferstothefactthatservicescannotbesaved stored resold orreturned Aseatonanairplaneorinarestaurant anhourofalawyer stime ortelephonelinecapacitynotusedcannotbereclaimedandusedorresoldatalatertime Thisisincontrasttogoodsthatcanbestoredininventoryorresoldanotherday orevenreturnediftheconsumerisunhappy 51 ResultingMarketingImplications Aprimaryissuethatmarketersfaceinrelationtoserviceperishabilityistheinabilitytoinventory Demandforecastingandcreativeplanningforcapacityutilizationarethereforeimportantandchallengingdecisionareas 如何创造动态的优化的上班制度 更好地提供服务 同时兼顾休息与成本 52 Serviceindustries 3 53 Classificationofservices Adescriptionofservicestypicallyincludesthefollowingindustrysectors Retailingandwholesaling Transportation distributionandstorage Bankingandinsurance Realestate Communicationandinformationservices Publicutilities governmentanddefense Healthcare Business professionalandpersonalservices Recreationalandhospitalityservices Education Othernon profitorganizations 54 Classificationofservices 流通服务生产和生活服务精神和素质服务公共服务这是陈祝平书中的分法 55 流通服务 Retailing wholesale TransportationRailroadtransportationLocalandinterurbanpassengertransitTruckingandWarehousing PostserviceCommunications Telephoneandtelegraph Radioandtelevisionbroadcasting Internet mobilephoneservice 56 Productionandlivingservices Finance insuranceandrealestateBankingCreditagenciesotherthanbanksSecurityandcommoditybrokers andservicesRealestateHoldingandotherinvestmentcompanies 57 Productionandlivingservices Othersdecoration releasing techniqueservices employmentservices consulting advertisement accounting Legalservices touristservices restaurantandrelatedservices hotelandotherlodgingservices amusementandrecreationservices beautyservices Miscellaneousrepairservices cleaningservices privatehouseholdservices personalservices businessservices autorepair servicesandgarages motionpictures miscellaneousprofessionalservices andsoon 58 精神和素质服务 Arts EducationScientificresearchNewsandmediaMuseum publishing sports healthservices medicalservices environmentprotection religion charities Socialserviceandmembershiporganizations 59 公共服务 政府服务 GovernmentorganizationCivilianservicesMilitaryPoliceCourtsandinspections 60 Others TaxationCustom 61 Percentageofserviceineconomy服务经济的比重 4 62 GDPsofthreesectorsinChina FirstSecondTertiary1980344719198528 443 128 5199520 648 431200015 950 933 2200640 FromChenbookp7 63 LaborsofthreesectorsinChina FirstSecondTertiary1980731611198562 420 916 7199552 915 731 4200640 FromChenbookp7 64 Worldsituationofservices DevelopedMid developedLow1960s 5446252000s 614829 65 何服务产业为中国之最 上海 美国 将来的发展趋势为何 66 Tourism旅游 WorldTotaloftourism1998444billionUSD0 625b20202000billionUSD1 6bChina199812 5billionUSD 67 Informationrelatedindustries信息 Informationrelatedindustrieshavebeendevelopedveryquickly Internet communications banking i