服务营销第二章

第二章ConsumerBehaviorinServiceEncounters服务接触中的顾客行为正确理解顾客行为是营销的核心！一、顾客与服务运营的互动1、通过过程图描述服务过程过程图是清楚地描述服务过程的最佳方式！收集气象数据气象学家将数据输入模型，通过输出声称预报气象播音员发布当地气象预报观看天气预报得知天气晴好后计划野餐打开电视机，选台可见行为核心产品不可见行为收益ConsumersarerarelyinvolvedinthemanufactureofgoodsbutoftenparticipateinservicecreationanddeliveryChallengeforservicemarketersistounderstandhowcustomersinteractwithserviceoperations市场营销者发现绘制过程图有助于详细说明顾客在服务过程中的哪些阶段获得核心服务，也有助于识别组成整个服务包的各种不同的附加性服务。对于管理者来说，关键的问题就是顾客期望是否会在服务传递的过程中随着每个步骤的感知质量而发生改变。

2、服务接触的种类

High-ContactandLow-ContactServicesHighContactServicesCustomersvisitservicefacilityandremainthroughoutservicedeliveryActivecontactbetweencustomersandservicepersonnelIncludesmostpeople-processingservicesLowContactServicesLittleornophysicalcontactwithservicepersonnelContactusuallyatarm’slengththroughelectronicorphysicaldistributionchannelsNewtechnologies(e.g.Web)helpreducecontactlevels服务接触是顾客直接与一项服务相互作用的一段时间。高接触服务需要顾客亲自访问服务设施。在整个服务传递的过程中，顾客都积极地参与到服务组织和服务人员的工作中。低接触服务是指顾客与服务提供者之间即使有实体接触也很少。

LevelsofCustomerContactwithServiceOrganizations

顾客与服务组织接触的水平Emphasizesencounterswithservicepersonnel强调与服务人员的接触Emphasizesencounterswithequipment强调与设备的接触HighLowManagement

ConsultingCar

RepairInsuranceMotelFast

FoodNursing

HomeAirline

Travel

(Econ.)

Cable

TVTelephone

BankingHairCutGood

Restaurant4-Star

Hotel

Dry

CleaningRetail

BankingMailBasedRepairsInternet-basedServicesMovieTheater

InternetBankingSubway

地铁疗养院电话银行有线电视网络银行Serviceencounter:

Aperiodoftimeduringwhichcustomersexperienceaservice服务接触是顾客直接与一项服务相互作用的一段时间。Momentsoftruth（关键时刻）:

Defining

pointsinservicedeliverywherecustomersinteractwithemployeesorequipment

Criticalincidents:specificencountersthatresultinespeciallysatisfying/dissatisfyingoutcomesforeithercustomersorserviceemployeesServicesuccessoftenrestsonperformanceofjuniorcontactpersonnelMusttrain,coach,rolemodeldesiredbehaviorThoughtlessorbadlybehavedcustomerscancauseproblemsforservicepersonnel(andothercustomers)Musteducatecustomers,clarify whatisexpected,manage behavior

二、ThePurchaseProcessforServices

服务的购买过程PrepurchaseStage购买前阶段Awarenessofneed对需要的认知Informationsearch信息搜寻Evaluationofalternativeservicesuppliers对不同服务提供商的评估ServiceEncounterStage服务接触阶段Requestservicefromchosensupplier要求被选中的服务提供商提供服务Servicedelivery服务传递PostpurchaseStage购买后阶段Evaluationofserviceperformance服务绩效评价Futureintentions未来意图PerceivedRisksinPurchasingandUsingServices购买和使用用服务时的的感知风险险感知风险反反映了顾客客对负面结结果出现的的概率所作作出的判断断。对于那些体体验品质和和信赖品质质比较高的的服务来说说，由于在在购买和接接受服务之之前很难对对其进行评评价，因此此感知风险险较高！Functional功能风险–unsatisfactoryperformanceoutcomes不能令人满满意的服务务结果Financial财务风险–monetaryloss,unexpectedextracosts货币损失，，无法预料料的花费Temporal时间风险–wastedtime,delaysleadtoproblems浪费时间，，延迟的后后果Physical实体风险–personalinjury,damagetopossessions身体伤害，，财产损失失Psychological心理风险–fearsandnegativeemotions害怕和恐惧惧心理Social社会风险–howothersmaythinkandreact其他人的看法法和反映Sensory感觉风险–unwantedimpactstoanyofthefivesenses给五种感官造造成的不适这家洗衣店店能否帮我我洗去这件件外套上的的污渍？修车的花费费是否会远远远超过最最初的预计计？在参观展览览之前是否否要排队等等候？如果我出国国度假，是是否会生病病？如何让我相相信飞机不不会坠毁？？如果我的朋朋友知道我我在这家便便宜的汽车车旅馆过夜夜，他们会会怎么想？？我的屋子里里是否有烟烟味？三、顾客期期望CustomerExpectationsPredictedServiceExplicit&ImplicitServicePromisesWord-of-MouthPastExperienceDesiredService

ZONEOFTOLERANCE

AdequateServicePersonalNeeds

BeliefsaboutWhatIsPossible

PerceivedServiceAlterations

SituationalFactors个人人需需要要对获获得得的的信信念念感知知到到的的服服务务变变化化情境境因因素素渴望望的的服服务务可接接受受的的服服务务容忍忍区区服务务的的内内外外部部承承诺诺口碑碑、、过过去去的的经经历历预期期的的服服务务DesiredServiceLevel:wished-forlevelofservicequalitythatcustomerbelievescanandshouldbedeliveredAdequateServiceLevel:minimumacceptablelevelofservicePredictedServiceLevel:servicelevelthatcustomerbelievesfirmwillactuallydeliverZoneofTolerance:rangewithinwhichcustomersarewillingtoacceptvariationsinservicedeliveryComponentsofCustomerExpectationsDesiredServiceLevel:wished-forlevelofservicequalitythatcustomerbelievescanandshouldbedelivered渴望的服服务是顾顾客希望望得到的的那种服服务。AdequateServiceLevel:minimumacceptablelevelofservice预期的最最低水平平，也就就是可接接受的服服务水平平，它是是指顾客客能够接接受而且且不会造造成不满满意的最最低服务务水平。。PredictedServiceLevel:servicelevelthatcustomerbelievesfirmwillactuallydeliver预期的的服务务事顾顾客实实际期期望得得到的的服务务水平平。ZoneofTolerance:rangewithinwhichcustomersarewillingtoacceptvariationsinservicedelivery容忍区区就是是顾客客愿意意承受受的服服务水水平的的变动动范围围。四、顾顾客如如何评评价服服务HowCustomersEvaluateServices1、IntangibleAttributes,Variability,andQualityProblemsMakeServicesHardtoEvaluateSearchattributes––TangiblecharacteristicsthatallowcustomerstoevaluateaproductbeforepurchaseExperienceattributes––CharacteristicsthatcanbeexperiencedwhenactuallyusingtheserviceCredenceattributes––CharacteristicsthataredifficulttoevaluateconfidentlyevenafterconsumptionGoodstendtobehigherinsearchattributes,servicestendtobehigherinexperienceandcredenceattributesCredenceattributesforcecustomerstotrustthatdesiredbenefitshavebeendelivered从顾客的角角度来看，，信赖品质质所具有的的无形性导导致了感知风险险的增加。。比如顾客客很难对牙牙医所做的的复杂的牙科手术术做出评价价。买者与与卖者之间间的这种信信息不对称为信赖赖性服务的的提供者进进行非道德德经营提供供了潜在动机HowProductAttributesAffect

EaseofEvaluation

Source:AdaptedfromZeithamlMostGoodsHighinsearchattributesHighinexperienceattributesHighincredence

attributesDifficult

toevaluate*EasytoevaluateMostServicesClothingChairMotorvehicleFoodsRestaurantmealsLawnfertilizerHaircutEntertainmentComputerrepairEducationLegalservicesComplexsurgery*NOTE:Difficultyofevaluationtendstodecreasewithbroadexposure

toaservicecategoryandfrequencyofuseofaspecificsupplier2、SolutionstoOvercomingCustomers’DifficultiesinEvaluatingServices服务评价困困难的战略略对策Providemoresearchattributesfortheircustomers设法为顾客客提供更多多的搜寻品品质Offerfreetrialsorincentives提供免费的的试用品Helpcustomersvisualizeservicebenefits帮助顾客看看到由服务务所带来的的收益AdvertisingNextProvidetangiblecuestocustomers给顾客提供供更多的与与服务相关关的有形线线索。Professionalslikedoctors,architectsandlawyersoftendisplaytheirdegreesandothercertificationsDevelopedWebsitestoinformprospectiveclientsabouttheirservices,highlighttheirexpertise,andevenshowcasesuccessfulpastengagementsInteractwithcustomerseffectively3、CustomerSatisfactionisCentraltotheMarketingConcept满意被定义义为，在一一次购买行行为或者一一系列顾客客与产品的的交互作用用之后顾客客所产生的的具有某种种偏好的态态度。研究显示：：顾客满意意度每增长长1%，就会给公公司ROI带来平均2.37%的增长。如果服务比比他们的预预期差，就就会形成消消极的不一一致；如果比他们们的期望好好，就会形形成积极的的不一致；；如果正好与与期望相符符，则说明明服务绩效效与期望相相一致。如果服务的的结果是积积极的不一一致，而且且还带来了了喜悦和惊惊喜，顾客客就会感到到愉悦。CustomerDelight（愉悦）:

GoingBeyondSatisfactionResearchshowsthatdelightisafunctionof3componentsUnexpectedlyhighlevelsofperformance未预料到的的高水平的的服务绩效效Arousal(e.g.,surprise,excitement)兴奋Positiveaffect(e.g.,pleasure,joy,orhappiness)积极的情感感HotelsinAsiaseektodelightbusinesswomentravelerswithexclusivepackagesthataretailored-madetomeettheiruniqueneeds五、、将将服服务务看看成成是是一一个个系系统统ViewingtheServiceBusinessasaSystem1、AServiceBusinessisaSystemComprisingThreeOverlappingSubsystems服务务运运营营系系统统：：处处理理投投入入并并创创造造服服务务产产品品要要素素ServiceOperations(frontstageandbackstage)WhereinputsareprocessedandserviceelementscreatedIncludesfacilities,equipment,andpersonnel服务务传传递递系系统统：：““组组装装””这这些些要要素素并并将将产产品品传传递递给给顾顾客客ServiceDelivery(frontstage)Where““finalassembly””ofserviceelementstakesplaceandserviceisdeliveredtocustomersIncludescustomerinteractionswithoperationsandothercustomers服务务营营销销系系统统ServiceMarketing(frontstage)Includesservicedelivery(asabove)andallothercontactsbetweenservicefirmandcustomersServiceMarketingSystem:(1)HighContactService-e.g.,Hotel(Fig.2.10)TheCustomerTechnicalCoreInterior&ExteriorFacilitiesEquipmentServicePeopleOtherCustomersOtherCustomers

AdvertisingSalesCallsMarketResearch

Surveys

Billing/StatementsMiscellaneousMail,PhoneCalls,Faxes,etc.RandomExposuretoFacilities/VehiclesChanceEncounters

withServicePersonnelWordofMouthServiceOperationsSystemBackStage(invisible)FrontStage(visible)ServiceDeliverySystemOtherContactPointsServiceMarketingSystem广告销售电话市场研究调查查结账/声明各种信件、电话、传真真等设施、车辆的的随机使用与服务人员的的随机接触口碑ServiceMarketingSystem:(2)LowContactService-e.g.,CreditCard(Fig.2.11)TechnicalCoreMailSelfServiceEquipmentPhone,Fax,Websiteetc.TheCustomerServiceOperationsSystemServiceDeliverySystemOtherContactPointsBackStage(invisible)FrontStage(visible)AdvertisingMarketResearchSurveysRandomExposuresFacilities,PersonnelWordofMouthServiceMarketingSystem2、ServiceasTheater用戏剧比喻服服务传递“Alltheworld’sastageandallthemenandwomenmerelyplayers.Theyhavetheirexitsandtheirentrancesandeachmaninhistimeplaysmanyparts””WilliamShakespeareAsYouLikeItRoleandScriptTheories服务剧本理论论Role:Asetofbehaviorpatternslearnedthroughexperienceandcommunication一套通过经验验和交流而学学会的行为方方式。Rolecongruence角色一致性:Inserviceencounters,employeesandcustomersmustactoutdefinedrolesforgoodoutcomes双方的满意程程度取决于角角色的一致性性，或者各方方在服务接触触过程中表现现出其特定角角色的程度Script剧本:Asequenceofbehaviortobefollowedbyemployeesandcustomersduringservicedelivery是服务传递过过程中顾客和和员工需要学学习并遵守的的行为顺序。。THEEND9、静夜四无无邻，荒居居旧业贫。。。1月-231月-23Thursday,January5,202310、雨中黄叶树树，灯下白头头人。。21:01:3121:01:3121:011/5/20239:01:31PM11、以以我我独独沈沈久久，，愧愧君君相相见见频频。。。。1月月-2321:01:3121:01Jan-2305-Jan-2312、故人人江海海别，，几度度隔山山川。。。21:01:3121:01:3121:01Thursday,January5,202313、乍见翻翻疑梦，，相悲各各问年。。。1月-231月-2321:01:3121:01:31January5,202314、他乡乡生白白发，，旧国国见青青山。。。05一一月月20239:01:31下下午21:01:311月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月239:01下午午1月-2321:01January5,202316、行动出出成果，，工作出出财富。。。2023/1/521:01:3121:01:3105January202317、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。9:01:31下下午9:01下下午21:01:311月-239、没有失败，，只有暂时停停止成功！。。1月-231月-23Thursday,January5,202310、很多多事情情努力力了未未必有有结果果，但但是不不努力力却什什么改改变也也没有有。。。21:01:3121:01:3121:011/5/20239:01:31PM11、成功就就是日复复一日那那一点点点小小努努力的积积累。。。1月-2321:01:3121:01Jan-2305-Jan-2312、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。21:01:3121:01:3121:01Thursday,January5,202313、不知知香积积寺，，数里里入云云峰。。。1月-231月-2321:01:3121:01:31January5,202314、