服务接触和分析

1、服务接触和分析杂志上1.介绍与有形产品输出的制造业,服务作为一种产品,有非常独特的特性。服务实际上是一个过程的输入、转换和输出。不确定的特点,客户参与,可变性,进入壁垒低,不能触碰和存储。服务营销是指在营销过程中一系列活动以满足消费者的需求。随着社会分工的发展,科学技术的进步和人民生活水平提高,服务营销的作用在企业营销管理也变得越来越重要。(Zeitham等,2005)本文将利用服务营销的基本理论,结合我个人的客户体验,来分析和评价五个遇到的服务营销,麦当劳,星巴克,精灵,宜家和温莎酒店,以证明我的理解对服务营销理论和实践之间的联系。2.麦当劳2.1无形的服务流程公共客户,我从麦当劳餐厅购买食

2、品的目的是不仅得到了食物,但也经历了由其优质的服务和享受现代化的环境和设施。那时,我获得包括快乐和幸福是无形的。这样的获得是通过餐厅的设计。因此,尽管麦当劳服务是有形的一部分,从客户的角度来看,我们的消费行为的目的是获得一个工具来解决问题,而不是物品。至于麦当劳,他们卖幸福,而不是汉堡包,喜欢他们的口号我就喜欢。2.2生产和消费同时发生对于许多其他行业,产品的生产和使用是两个不同的阶段,发生在不同的地方。客户不能直接参与生产系统。但总的来说服务生产和消费同时发生。(vargo Lusch,2004)。例如,在麦当劳吃汉堡的时间消耗。当停止进食,同时生产和消费将会停止。只有当顾客来消费麦当劳服务

3、可以生产,他们的服务过程的产品。这个特性使得服务产品不容易控制质量,它需要客户队列缓冲区。每次我去麦当劳,等待很短,不到两分钟。除了工作人员将在一分钟我提供食物。因此快速,友好的和可靠的服务已经成为麦当劳的象征。2.3服务不能恢复上面的分析我们知道,它是生产和消费的同时性,使服务通常不能存储。当麦当劳餐厅开放,他们的基本成本已经固定(租金、基础设施、人员工资等)。即使空位的餐厅有很多,一天只要经过他们不能被重用,所以机会获利的生产能力已经完全消失了。然而周期性需求的客户,很多客人找不到座位在高峰时间,在非高峰时期,客户数量明显不足,所以餐厅浪费大量的固定成本。麦当劳有一些规则,如汉堡的保质期是

4、10分钟,炸薯条是7分钟,如果他们不能出售受监管的时间他们将被扔进垃圾。但麦当劳采取一些措施来调整服务的能力,如雇佣临时工,增加自助服务方式。它也使用一些策略来达到稳定等要求提供预约和价格诱惑。2.4顾客参与服务过程概念的客户是你们工厂的服务行业中是很常见的。在大多数情况下,客户主动或被动地参与服务过程。在麦当劳店,除了问候餐厅员工同时订购食物,客户不会让其他特定的服务。他们需要食物,找到座位,垃圾垃圾。总之,作为一个领导者的快餐行业,麦当劳体现了服务营销的各种特征。为了避免服务营销的负面影响,需要各种各样的措施来控制风险和扩大业务。(Gronroos,2001)3.星巴克3.1可触知的星巴克

5、的服务星巴克的员工有严格的要求。他们需要了解咖啡的基础知识和更精致的,他们应该热情地与咖啡主题分享客户信息,比如如何决定什么时候是最好的时间品尝咖啡。当然,还有脸上的笑容。此外,星巴克的室内设计也非常严格的标准。虽然在同一个城市,不同的星巴克门店装饰着不同的风格,但他们都需要满足的需求实现自然的和谐和客户。()&帕金森,1993)3.2星巴克的标准化服务除咖啡外,星巴克还在商店销售一切有关咖啡。等各种口味的咖啡豆、咖啡机、创意咖啡杯和新鲜的烤蛋糕。根据商店的员工,星巴克注重产品的质量,原材料的采购和运输是否豆类,烤的过程中,混合原料和滤水器,或最终客户提供咖啡,一切都必须符合最严格的要

6、求。与此同时,星巴克咖啡制作设备销售应该测试和评估,任何新的设备前必须经过严格检查进入公众。在一系列的服务工作,星巴克让每一步标准化。在这个过程中,它还融入细致的营销服务。(舒尔茨&琼斯,1997)3.3星巴克的客户关系据说,星巴克在广告支出平均每年只有100万美元,相比之下,类似的行业,非常非常少。然而,对于推广,它使用媒体,咖啡讲座和各种各样的营销活动向顾客介绍咖啡文化,让消费者知道和了解星巴克咖啡,通过与客户的沟通方式让顾客觉得他们的真诚。星巴克一直真诚关心员工和客户和应用关系营销很好。同时它也反映了星巴克的人性化服务。(史密斯,1996)3.4人类星巴克的服务星巴克一直在追求完

7、美。至于商店装修和员工行为,使客户真正体验每一个仔细的小细节和服务。的员工,他们创造相互尊重的工作氛围和信任。的伙伴,他们精心选择和建立良好的合作关系。(舒尔茨&琼斯,1997)总之,独特的和成功的关系营销使星巴克成功。4.精神4.1品牌形象和店面装潢精灵是我最好的服装品牌之一。设计概念”护理的态度,而不是时代”的精神传播到世界各地。精神代表着时尚生活品牌与能量,促进合作,追求理想,积极、乐观的生活方式。ESPRIT形状不仅为客户的衣服,也是一种生活方式,生活态度和自我意识,这是突出,积极和创造性。ESPRIT的商店装饰而言,总有大型广告牌和明亮的窗户,正好与时尚的音乐和产品,随着年轻

8、和充满活力的商店的职员。所有的这些能让客户轻松好心情。ESPRIT的图像本身是散发着温暖和幸福。(Boyt et al,2001)。4.2营销服务的三个阶段在服装店营销服务内容大致可以分为三个阶段,在销售、服务销售和售后。如果所有的三个阶段的服务能满足消费者的需求在一个四周,这家店生意一定会茁壮成长。售前服务是指打开商店前的准备工作,包括店内的清洁工作,测量显示,补充商品的价格,商品展示,以及指导员工的产品知识和方法客户签收。In-sell服务指的是服务期间当客户进入商店之前离开。售后服务指向商店为客户提供的附加服务后产品销售。这些服务包括方法、交付处理范围内,发送贺卡等等。(洛夫洛克等人,2

9、009)根据我个人客户的经验,我认为精神阶段所做的很好。4.3个人经验ESPRIT商店售货员总是试着去理解顾客的消费动机当他们进入商店,尽可能满足客户的需求。我已被告知,一线员工都接受了严格的选择过程,和比接受专业培训。因此,他们有很高的营销服务质量。品牌还设置目标和水平的服务质量有严格的奖惩制度。他们也关注客户数据输入、管理、分析和使用。作为一个忠实的客户,我每个月收到ESPRIT时事通讯。我也收到温暖的问候和祝愿他们在一些特殊场合。在我的生日的时候,我甚至可以享受一些折扣和神秘的小礼物。不久,我不小心把手机在试衣间的ESPRIT存储在墨尔本。店员通过我的一个朋友联系了没有时间和保持我的手机

10、我直到我第二天来检索它。而且我发现店员也高度重视客户的货物的安全服务。他们的谨慎和细致负责的态度将减少小偷犯罪的机会。最后但并非最不重要,我已经注意到,他们把所有客人一视同仁,特别是他们照顾孩子。5.宜家5.1营销服务的经验我喜欢逛宜家。我们都知道,宜家是一个大的家庭和家具市场。然而,宜家的主要原因是邀请我不是拥有的产品,但是服务和经验。我认为这是主要问题,宜家与其他品牌。它也是一种文化。我喜欢去那里,这在宜家独特的文化。宜家主张,娱乐购物是宜家的家居文化。宜家的家居市场变成了购物和娱乐的地方。它有各种各样的特殊设计家具,产品舒适和漂亮的触摸,更重要的是,周围的优美的音乐让你购物愉快的经验。正

11、确,不仅许多客户来宜家购物,但也是一个很好的放松和享受的地方。(Edvardsson等,2006)宜家的销售方式实际上是提供优质服务的一种方式,而不是提供一个体验。以下所示方法。首先,每一个宜家是一个客户的经验,如互动和练习。当你进入宜家,你可以很容易的方法工具如统治者,铅笔,纸,这意味着每个消费者是规划师和设计师的房子一旦在宜家。这是对消费者参与一个重要组成部分。其次,在每一个宜家商店,消费者可以直接访问的经历床、沙发等家具,这意味着消费者可以通过直接影响在这是经历的一部分。第三,在决定购买宜家产品,消费者不仅可以提高他们的需求宜家助理,还混合和匹配在宜家的产品作为他们想要的方式,以便真正迎

12、合客户的新产品;食欲形成。通过这种方式,客户有一种感觉,他们是自己产品的设计的一部分,这是非常不同于被动接受的产品,使客户的设计师。第四,所有产品在宜家有限制数量,有很深的影响。一方面,消费者大可能尝试在有限数量的产品和创造,这听起来容易练习,减少的可能性,消费者可能具有相同的产品从宜家购买混合以不同的方式。另一方面,有限的产品意味着产品将被更新随着时间的流逝,所以很难有相同的宜家产品的消费者在他们的家里。这样不同的消费者的需求已经完全满意。这是满足个人需求的一部分在宜家购物。我认为这种方式销售产品在宜家是一种认为所有客户可以思考和积极的方式让所有的顾客销售。参与客户的交付服务体系是一个至关重

13、要的因素。让客户混合和设计的产品就是一个很好的例子。客户会感到荣幸和高兴在整个生产过程中。此外,宜家提供了大量的设施来满足客户,如食堂、儿童公园。他们提供方便的服务和解决父母正确地安排孩子的担忧当购物。(Edvardsson等,2006)5.2在宜家的评估经验总之,什么宜家销售的不仅是产品本身,而是一种宜家价值和为客户服务的一种方式。随着消费者消费意识的发展,变得更加成熟,他们会有更强的要求在购物的经历。从上面的要求,宜家提供完整的服务从宜家的体验到携带产品消费者的房屋,提供双重经验都在装配现场体验和经历。这种销售方式完全关闭客户和产品之间的距离。今天,在销售提供服务变得越来越重要。产品的客户

14、不仅需要,而且在购买的过程中产品的经验。宜家启发我们,提供销售经验是一个趋势,一个聪明的办法excel在当前的市场。(洛夫洛克等人,2009)6。温莎酒店在墨尔本6.1的设施温莎酒店坐落于103年春季在墨尔本。它是唯一一个酒店在澳大利亚仍然是维多利亚时代的建筑风格和文化特征。同时它也有五星级现代化设施,包括24小时商务中心,城堡管家式服务和健身中心。温莎酒店的地理位置非常优越,离机场仅20公里。交通便利,因此它是一个墨尔本短途游的理想出发点。温莎酒店相当议会大厦附近,旧的财政部大楼,市博物馆等景点,我选择在这家酒店住两个晚上,我的朋友。温莎酒店提供多种多样的设施,为我们增添了许多乐趣。酒店的特

15、色服务包括客房服务、停车场、代客泊车、商店、洗衣服务等等。所有的房间作为舒适第一个标准,以及所有设施。健身中心让顾客玩一整天。酒店很旧,但内部装修设施仍然很新,酒店的大堂的门让人们有一种感觉回到旧时光。酒店的气氛安静的远离熙熙攘攘,适合放松身心。开始在温莎酒店喝下午茶是墨尔本自1883年以来的传统。澳大利亚板球的酒吧保存在一个多世纪以来的板球纪念品,挂在墙上作为装饰。餐厅在温莎酒店“茶喝下午茶,它永远是一种乐趣。在三层的银盘,选择优雅的下午茶心,酷。客户还可以享受到温莎酒店休闲风格。(做仆役长,1993)6.2客户体验我和我的朋友们叫了一辆出租车去宾馆。按照酒店集团的规定,出租车停了后,门卫需

16、要联想客人在30秒内。温莎酒店门童似乎在12秒迎接我们。登机后,几乎当我们来到房间行李同时交付。前一晚我们离开了房间吃晚餐,我们故意把一些杂志倾向于杂志架和一些坚果壳放在桌上,甚至分裂一些化妆品在浴室的水槽和浴帽松开。我们回到我们的房间后,我们发现床上的干净整洁,一切都恢复正常。晚餐我们点一些菜在菜单上,尽管食物品尝美味和服务是一流的,我们仍然发现了一些小问题。例如,酒服务员表现有点失礼,他建议直接葡萄酒而不是提前让我们选择。7所示。结论从服务营销的角度来看,消费者的购买行为意味着营销的开始而结束。企业不应该只关注产品的销售,他们应该更关注消费者体验在整个服务过程中,为了建立客户忠诚。(var

17、go Lusch,2004)。五个遇到上面提到的都是世界知名品牌,他们重视客户体验,而且也会改善他们的服务有严格的标准。他们都是成功的营销服务的例子。引用:Boyt t E。Lusch,r F。& Naylor,g(2001)。专业的作用做男管家,f(1993)。酒店和餐饮服务营销:一个管理方法。卡塞尔。23-35决定工作满意度的专业服务营销研究人员的研究。服务研究期刊的研究,3(4),321 - 330。Edgett年代。&帕金森,美国(1993年)。营销服务的工业里维。服务行业杂志,第19 - 39 13(3)中。Edvardsson B。B。,和干草,m(2006)。基于

18、服务品牌:叙述来自宜家。管理服务质量,16(3),230 - 246。Gronroos,c(2001)。服务管理与营销(卷2)。纽约羡慕纽约:威利。156 - 167洛夫洛克,c . H。Wirtz,J。&咀嚼,p(2009)。服务营销的基本要素。普伦蒂斯霍尔/皮尔森。m·d·史密斯(1996)。帝国过滤器:消费、生产和星巴克咖啡的政治。城市地理、17(6),502 - 525。舒尔茨,H。琼斯,杨,d .(1997)。你的心倒入:星巴克如何建立一个公司一个杯子。亥伯龙神。45-48Vargo,s . L。& Lusch,r f(2004)。四个服务营销神话

19、残余从商品的生产模式。服务研究期刊的研究,6(4),324 - 335。Zeithaml,诉。Bitner拍摄,m . J。& Gwinner,d . d .(2005)。服务营销和管理,5 - 15 The Service Encounter Journal and Analysis 1.IntroductionUnlike the tangible products output by the manufacturing industry, service as a kind of product, has very distinctive features. Service is

20、 actually a process of input, transformation and output. It has the features of intangibility, customer participation, variability, low entry barriers and it cannot be touched and stored. Service marketing means the a series of activities during the marketing process in order to meet consumer demand

21、s.With the development of social division of labor, the progress of science and technology and people's increasing living standard, the role of the service marketing in the enterprise marketing management also becomes more important. (Zeitham et al, 2005) This article will use the basic theory o

22、f service marketing, combined with the my personal customer experience, to analyze and evaluate the service marketing of five encounters, the McDonald's, Starbucks, Esprit, IKEA and Windsor Hotel, so as to demonstrate my understanding towards the link between services marketing theory and practi

23、ce. 2.McDonalds2.1 The intangibility of service processesFor me as a common customer, my purpose of buying food from McDonalds restaurant is not only getting the food, but also experiencing its high quality service and enjoying the modernized environment and facility. At the time, my gaining includi

24、ng enjoyment and happiness is intangible. This kind of gaining is achieved by the design of the restaurant. As a result, although a part of McDonalds service is tangible, from the customers perspective, the aim of our consuming behavior is getting a tool to solve problems rather than getting the ite

25、ms. As for the McDonalds, they sell happiness rather than hamburgers, like their slogan I'm lovin' it.2.2 Production and consumption take place simultaneouslyFor many other industries, the production and use of products are two different stages and happen in different places. Customers canno

26、t directly get involved in the production system. But in general the service production and consumption are simultaneous. (Vargo& Lusch, 2004). For example, eating hamburgers at McDonald's is the time of consumption. When stop eating, the production and consumption will stop at the same time

27、. Only when the customers come to consume can McDonalds services be produced, their service process is the products. This feature makes the service product not easy to control the quality, it needs customers to queue up as a buffer. Every time I go to McDonald's, the waiting is very short, less

28、than two minutes. Besides the staff will provide me the food within one minute. Therefore quick, friendly and reliable service has become a symbol of McDonald's. 2.3 The service cannot be restored the above analysis we know that, it is the simultaneity of production and consumption that make the

29、 services cannot be stored usually. When McDonald's restaurants open, their basic cost has been fixed (rent, infrastructure, staff wages and so on). Even if the restaurant have a lot of empty seats, as long as a day passes they cannot be reused, so the opportunity to get profit from production c

30、apacity has completely disappeared. However from cyclical demand of customers, many guests cannot find seats during the rush hour, while at the off-peak period, customer number is obviously insufficient, so the restaurants waste a lot of fixed cost. McDonald's has some rules such as the shelf li

31、fe of burgers is 10 minutes, French fries is 7 minutes, if they cannot be sold with the regulated time they will be thrown into the garbage. But McDonalds takes some measures to adjust the service ability such as hire temporary workers and increase the self-service ways. It also use some strategies

32、to achieve stable demands such as providing appointments and price temptation.2.4 Customers participate in the service processThe concept Customers are in your factory is very common among service industries. In most cases, customers actively or passively get involved in the service process. In McDo

33、nald's stores, in addition to getting greetings for the restaurant staff while ordering food, customers will not get other specific services. They need to get food, find seats and litter the garbage all by themselves. All in all, as a leader of the fast food industry, McDonalds embodies all kind

34、s of characteristics of the service marketing. In order to avoid the negative impact of the service marketing, it takes all kinds of measure to control risks and expand business. (Grönroos, 2001)3.Starbucks3.1 The tangibility of Starbucks servicesStarbucks has strict requirements to the employe

35、es. They are required to understand the basic knowledge of coffee and even more delicate ones, and they should enthusiastically share customers with the coffee-related information, such as how to determine when is the best timing to taste the coffee. Of course, there is smile on their faces all the

36、time. In addition, the interior design of the Starbucks has very strict standards as well. Although in the same city, different Starbucks stores are decorated with different styles, but they all need to meet the demand of achieving the harmony of nature and customers. (Edgett & Parkinson, 1993)3

37、.2 The standardization of Starbucks servicesExcept for the coffee, Starbucks also sell everything relevant to coffee in the stores. Such as various flavors of coffee beans, coffee machines, creative coffee cups and fresh roasted cakes. According to the store staff, Starbucks pays much attention to t

38、he quality of the products, whether the procurement and transportation of the raw beans, the process of baking, mixing with ingredients and water filter, or finally provide the coffee to the customers, everything moment must meet the most stringent requirements. At the same time, any coffee making e

39、quipments Starbucks sells should be tested and evaluated, any new equipments needs to pass the strict inspection before entering into the public. In a series of service work, Starbucks makes each step standardized. During the process, it also integrate with careful marketing services. (Schultz &

40、 Jones, 1997)3.3 The customer relationship of StarbucksIt is said that Starbucks only $1 million on advertising spending every year on average, compared with the similar industry that quite very few. However, as for its promotion, it uses the media, coffee lectures and all kinds of marketing activit

41、ies to introduce the coffee culture to the customers, letting customers know and understand the Starbucks coffee, and by the means of communication with customers to make customers feel their sincerity. Starbucks keeps sincerely caring about the employees and customers and apply the relationship mar

42、keting very well. At the same time it also reflects the humanist service of Starbucks. (Smith, 1996)3.4 The humanity of Starbucks servicesStarbucks has been in pursuit of perfection all the time. As for the store decoration and staff behavior, they make the customers really experience every careful

43、tiny detail and service. In terms of the employees, they creates the work atmosphere of mutual respect and trust. As for the partners, they carefully select and set up good relations of cooperation. (Schultz & Jones, 1997) All in all, the unique and successful relationship marketing make Starbuc

44、ks successful.4. ESPRIT4.1 Brand image and shop decoration ESPRIT is one of my best clothing brands. The design concept "care the attitude rather than the age" of ESPRIT has spread around the world. ESPRIT represents fashion life brand with energy, promoting cooperation, pursuing the ideal

45、, positive and optimistic life style. Not only does ESPRIT shape for the customer with the clothing, but also a way of life, the attitude to life and a sense of self, which is outstanding, active and creative. In terms of the shop decoration of ESPRIT, there are always large billboards and bright wi

46、ndows, coincided with fashionable music and products, along with the young and energetic clerks of the store. All of these can bring the customers nice mood easily. The image itself of ESPRIT is sending out the warmth and happiness. (Boyt et al, 2001).4.2 The the three stages of marketing servicesMa

47、rketing service content in clothing stores can be roughly divided into three stages, service before sales, in sales and after sales. If all the three stages of service can meet the consumer demands in an all round way, the store business will certainly thrive. The pre-sale service refers to the prep

48、aring work before opening the shops, including the store cleaning job, displaying measurement, replenishment the price of goods, merchandise display, as well as guide the staff about the product knowledge and methods of receipting customers. In-sell service refers to the service period when a custom

49、er goes into a store until leaving.After-sales service points to the additional services provided by the shops for the customers after the product are sold. Such services include methods, delivery processing range, sending greeting cards and so on. (Lovelock et al, 2009) According to my personal cus

50、tomer experience, I think ESPRIT has done the stages very well.4.3 Personal experience in ESPRIT store The salespersons always try to understand customers consuming motivation when they go into the shop and meet the needs of customers as much as possible. I have been told that the front-line employe

51、es all underwent strict selection process, and than received professional training. As a result, they have high marketing service quality. The brands also sets the goal and the levels of the service quality with a strict rewards and punishment system. They also pay attention on customer data inputti

52、ng, management, analysis and use. As a loyal customer, I receive newsletters from ESPRIT every month. I also receive warm greetings and wishes from them on some special occasions. When on my birthday, I could even enjoy some discount and mysterious small gifts. Before long I carelessly left my mobil

53、e phone in the fitting room of a ESPRIT store in Melbourne. The clerk contacted through a friend of me in no time and kept my mobile phone for me until I came to retrieve it the next day. Moreover I found that store personnel also pay great attention to the safety of the customers goods during the s

54、ervice. Their careful and meticulous responsible attitude will reduce the chance of a thief crime. Last but not least, I have noticed that they regard all the guest equally, especially they take care of the children.5.IKEA5.1 The experience marketing serviceI enjoy visiting IKEA. As we all know, IKE

55、A is a big market for households and furnitures. However, the main reason why IKEA is inviting for me is not the products it boasts, but the services and experiences. I think this is the main point that separates IKEA from other brands. Its also a kind of culture. I enjoy going there for this unique

56、 culture in IKEA. As IKEA advocates, entertaining shopping is the household culture of IKEA. IKEA makes the household market into a place for shopping and entertainment. It has all kinds of special designed furniture, products that are comfortable and nice to touch, whats more, the beautiful music a

57、round makes your shopping an enjoyable experience indeed. Rightly because of this, many customers come to IKEA not only for shopping, but also for a nice place to relax and enjoy.(Edvardsson et al, 2006)The sales way of IKEA is actually a way of providing excellent services rather than providing an

58、experience. It is shown in the following ways. First and foremost, every IKEA is a place for the experiences of the customers, such as interacting and practicing. When you enter IKEA, you can easily approach tools like rulers, pencils, paper, meaning every consumer is both a planner and a designer o

59、f their house once they are in IKEA. This is an important part for consumers to participate in. Secondly, in each IKEA shop, consumers can get direct access to the experiences of beds, sofa and other furniture, which means consumers can be influenced by the direct trying and this is the part of experiencing. Thirdly, when deciding which IKEA products to buy, consumers can not only raise their requirements to IKEA assistants, but also mix and match with all the products in IKEA as the way they