《服务营销》实验指导书.doc

服务营销实验指导书 xx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、实验目的及要求（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）实验要求1按“实验内容”完成实验的操作，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，每个组员务必积极参与。 3.实验完成后，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.Individual Assignment:每个同学撰写实习日志，包括对调研过程的描述。 二、实验地点及设备实验采取“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.利用Inter检索有关服务行业的信息，决定要调研的服务企业，收集行业相关资料2.对该服务企业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征，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企业背景情况，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。 Supplementary MaterialHere arethe samplesof thesurvey onCS.Try todesign asurvey oncustomer servicesatisfaction fora servicepany,such asbank,mobile pany,retailers orother else.Customer ServiceSatisfaction Survey1.In your most recent customer service experience,how didyou contactthe representative?IN PERSONBY TELEPHONEINTERNET THROUGHA DEALEROTHER2.If youreceived assistancethrough theInter.Sufficient informationwas availableto solvemy problem.STRONGLY AGREESOMEWHAT AGREENEITHER AGREEOR DISAGREESOMEWHAT DISAGREESTRONGLY DISAGREE3.Did ourrepresentative.(Select allthat apply)QUICKLY IDENTIFYTHE PROBLEMAPPEAR VERYKNOWLEDGEABLE ANDPETENT HELPYOU UNDERSTANDTHE CAUSESAND SOLUTIONTO YOURPROBLEM HANDLEPROBLEMS WITHCOURTESY ANDPROFESSIONALISM4.About howlong didyou haveto waitbefore speakingto arepresentative?I WASTAKEN CAREOF IMMEDIATELYWITHIN3MINUTES3-5MINUTES5-10MINUTES MORE THAN10MINUTES5.About howlong didit taketo getthis problem resolved?IMMEDIATE RESOLUTIONLESS THANONE DAYBETWEEN TWOAND THREEDAYS BETWEENTHREE ANDFIVE DAYSMORE THANONE WEEKTHE PROBLEMIS STILLNOT RESOLVED6.How manytimes didyou haveto contactcustomer servicebefore theproblem wascorrected?ONCE TWICETHREE TIMESMORETHANTHREE TIMESTHE PROBLEMIS STILLNOT RESOLVED7.Overall,how satisfiedare youwith yourcustomer service experience?TOTALLY VERYSATISFIED SOMEWHATSATISFIED SOMEWHATDISSATISFIED VERYDISSATISFIED8.If youwere lessthan totallysatisfied,what couldhave beendone toserve youbetter?Service QualityEvaluation1In evaluatingyourmostrecentcustomer serviceexperience,was thequality ofservice youreceived:Very poorSomewhat unsatisfactoryAbout averageVery satisfactorySuperior2.Would youplease takea fewminutes todescribe what about the serviceexperiencestands out:3.Was theprocess forgetting yourproblem resolved:Very poorSomewhat unsatisfactoryAbout averageVery satisfactorySuperior4.Would youplease takea fewminutes todescribe whatabout theprocess ofgetting yourproblemresolvedstand out:5.Would youplease takea fewminutes toevaluate the customerservice representative.The customerservice representativeas verycourteous.Strongly disagreeSomewhat disagreeNeutral Somewhatagree Stronglyagree6.Was thereanything aboutthe courteousnessof theservice thatstands outas beingsuperior?Enthusiastic Listenedcarefully FriendlyResponsive Other7.What aboutthecustomerservice couldbe improved?Was therepresentative:Not patientNot enthusiasticDidnt listencarefully UnfriendlyUnresponsive Other No improvement needed8.The customerservice representativehandled mycall quickly.Strongly disagreeSomewhat disagreeNeutral Somewhatagree Stronglyagree9.What wouldbest describewhat happened:Kept mewaiting onhold Had to explainseveral timesDidnt knowhow tohandle problemHadtoask othersSpoke slowlyOther Noimprovement needed10.The customerservicerepresentativewas veryknowledgeable.Strongly disagreeSomewhat disagreeNeutral Somewhatagree Stronglyagree11.What wouldbest describewhat happened:Gave methe wronginformation Theydidnt understandthe questionGave unclearanswers Couldnt solveproblem DisorganizedOtherNoimprovementneeded12.The waitingtime forhaving myquestion addressedwas satisfactory.Strongly disagreeSomewhat disagreeNeutral Somewhatagree Stronglyagree13.My phonecall wasquickly transferredto theperson whobest couldanswer myquestion.Strongly disagreeSomewhat disagreeNeutral Somewhatagree Stronglyagree14.All thingsconsidred,over thenext12months,how likelyare youto replaceyour(product)with another(product orbrand)?Certain Highchance Equalchance Lowchance Never实验一Case Studyof Customer Recovery（4学时）实验课程时间学习完第5章“FOCUS ONCUSTOMERS”之后 一、实验目的及要求 (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）实验要求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，每个组员务必积极参与。 2.实验完成后，将实验情况以及实验中遇到的各种问题和解决的方法与过程，以组为单位写出实验报告（Each groupwill berequired tohand inone casewrite-up.The reportshould consistof(at most)two pagesand shouldaddress thediscussion questions.You areallowed,but notrequired,to havea smallnumber ofexhibits），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.Individual Assignment:每个同学撰写实习日志，同时要有实验心得和对实验教学的建议。 4.Group CaseStudy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成，严禁吃大锅饭，individual assignment部分严禁请人代劳或抄袭他人实验结果。 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Windows2000操作系统；各种网络工具软件。 三、实验内容CASE STUDY1.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:A Taleof TwoCompanies Asa marketer,I knowthe importanceof effectiveplaint handlingand recoveryon consumersatisfaction andloyalty.So Iwas curiousto seehow twodifferent panieswith wellknown brandswould handleme asa consumerwith aproblem.This wasntatest forits ownsake-I actuallyhad problemswith twoproducts ofwhich Ive beena long-time,loyal consumer.And surprisingly(or not),my experiencewas differentin eachcase.Situation#1I neededto replacemy Maybellineeyeliner penand couldnt findit anywhereafter tryingseveral differentstores.So Ie-mailed Maybellines ConsumerAffairs andheres theirreply:Thank youfor yourinterest inEye ExpressEasy LiningPen.This productis nolonger available,and wehave noway ofobtaining itfor youto purchase.We suggestyou tryLine Stylist,which isavailable atstores thatcarry MaybellineNew Yorkproducts.We understandthe frustrationyou mustfeel concerningthe disappearanceof aproduct thatyou hadbeen usingfaithfully.It isnever easyfor usto makethe decisionto discontinueany ofour productsor shades.We trulyregret anyinconvenience thismay havecaused you.At leastthey wereempathetic andapologetic.But thats all.There wasno linkto tellme whereto findthe suggestedalternate productand nospecial offeror couponto encourageme totry it.Situation#2I openeda boxof PostGrape-Nuts cerealand it tasted stale.(Hard to believe,I know.but Ieat Grape-Nuts inyogurt nearlyeveryday,and thistime itdidnttastequite right.)I openedanother boxthat Ihad inmy pantry,and itwas same.Thebest whenused bydate wasmore thansix monthsaway.Maybe Ijust hada badbatch?So Icalled Kraft(who ownsthe Postbra