第7讲顾客定义的服务标准.ppt

ServicesMarketing 工商管理学院张毓峰Tel home 87352039Email yufengzhang626 2003 2 zhangyf 7 CUSTOMER DEFINEDSERVICESTANDARDS 建立适当服务标准的必备因素Customer DefinedServiceStandardsProcessforDevelopingCustomer DefinedStandardsServicePerformanceIndices 2003 2 zhangyf MainFactorsleadingtoProviderGap2 CompanyPerceptionsofCustomerExpectations Customer DrivenserviceDesignsandStandards InadequatestandardizationofServicebehaviorsandactions Absenceofformalprocessforsettingservicequalitygoals Lackofcustomer definedstandards GAP2 2003 2 zhangyf 建立适当服务标准的必备因素 服务行业的标准化正式设定的服务质量目标顾客定义而非公司定义的服务标准 2003 2 zhangyf StandardizationofServicebehaviorsandactions 服务行为的标准化 Somemanagersbelievethatservicescannotbestandardized thatcustomizationisessentialforprovidinghigh qualityservice Thisviewleadstovagueandloosestandardsettingwithlittleornomeasurementorfeedback Standardizationofservicecantakethreeforms 1 substitutionoftechnologyforpersonalcontact 2 improvementinworkmethods 3 combinationsofthesetwomethods 2003 2 zhangyf formalprocessforsettingservicequalitygoals 正式设定的服务质量目标 Companiesthathavebeensuccessfulindeliveringconsistentlyhighservicequalityarenotedforestablishingformalstandardstoguideemployeesinprovidingservice Thetypesofformalgoalsettingarerelevantinservicebusiness individual overalldepartmentorcompany 2003 2 zhangyf Customer definedstandards 顾客定义的服务标准 Virtuallyallcompaniespossessservicestandardsandmeasuresthatarecompany defined theyareestablishedtoreachcompanygoalsforproductivity efficiency cost ortechnicalquality TocloseGAP2 standardssetbycompaniesmustbebasedoncustomerrequirementsandexpectationsratherthanjustoninternalcompanygoals 2003 2 zhangyf Customer DefinedServiceStandards Hard Customer definedStandards Soft Customer definedStandardsBuildingblocks TheserviceencountersequenceExpressingcustomerrequirementsasspecificbehaviorsandactionsMeasurementsofbehaviorsandactions 2003 2 zhangyf Hard Customer definedStandards Hard standardsandmeasures thingscanbecounted timed orobservedthroughaudits Example FederalExpressOn timedelivery ofPackagesrightdaylate ofPackageswrongdaylate ofmissedpickups 2003 2 zhangyf Soft Customer definedStandards Soft standardsandmeasures thingscannotbecounted timed orobservedthroughaudits Example FederalExpressTreatmentListen Doeverythingpossibletohelp Beappropriatelyreassuring openandhonest 2003 2 zhangyf Buildingblocks Theserviceencountersequence Acustomer soverallservicequalityistheaccumulationofevaluationsofmultipleserviceexperiences Serviceencounter arethebuildingblocksforservicequalityandthecomponentpiecesneededtoestablishservicestandardsinacompany 2003 2 zhangyf Figure serviceencountersequence Salescontactbeforesale DeliveryInstalla tion PrepareTheOfferingForme SalescontactAfterthesale KnowMeAndMybusiness Hardwareservice Softwareservice ServiceAndSupportMysoftware ServiceAndSupportMyhardware MaintainTheRelationWithme DeliverInstallperform PresentTheOfferingTome Afirm Acustomer 2003 2 zhangyf Expressingcustomerrequirementsasspecificbehaviorsandactions Satisfaction Value Quality Rel As Resp Emp Tan DeliversontimeReturncallquickly DeliverbyWeds Returncallin2Hrs Generalconcepts Dimensions Attributes BehaviorsActions Abstract Concrete 2003 2 zhangyf Measurementsofbehaviorsandactions Hardmeasurements countsorauditsortimedactions Softmeasurements trailercallsandrelationshipsurveys Whatdistinguishesthesetwoiswhetherneedtoaskingthecustomer sopinion 2003 2 zhangyf ProcessforDevelopingCustomer DefinedStandards 1 4 1 Identifyexistingordesiredserviceencountersequence 2 Translatecustomerexpectationsintobehavior actions 3 Selectbehaviors actionsforstandards 4 Hardorsoft Soft Hard 4 Setstandards 2003 2 zhangyf ProcessforDevelopingCustomer DefinedStandards 5 9 5 Developfeedbackmechanisms 6 Establishmeasuresandtargetlevels 7 Trackmeasuresagainststandards 8 Providefeedbackaboutperformancetoemployees 9 Updatetargetlevelsandmeasures Byauditsoroperatingdata Bytransaction Basedsurveys 2003 2 zhangyf 3 Selectbehaviors actionsforstandards ThestandardsarebasedonB Athatareveryimportanttocustomers Thestandardscoverperformancethatneedtobeimprovedormaintained ThestandardscoverB Aemployeescanimprove Thestandardsareacceptedbyemployees Thestandardsarepredictiveratherthanreactive Thestandardsarechallengingbutrealistic 2003 2 zhangyf ServicePerformanceIndices 指数 2003 2 zhangyf Summary ThischapterdiscussedProviderGAP2 thediscrepancybetweenperceptionsofcustomerexpectationandthestandardstheysettodelivertotheseexpectations Customer definedstandardsareattheheartofdeliveryofservicethatcustomerexpect theyarelinkbetweencustomer sexpectationsandcompanyactionstodelivertothoseexpectations Doingsorequiresthatcompanies marketingandoperationsdepartmentsworktogetherbyusingthemarketingresearchasinputforoperations Unlesstheoperationsstandardsaredefinedbycustomerpriorities theyarenotlikelytohaveanimpactoncustomerperception