服務(wù)營(yíng)銷第二章

1、第二章第二章Consumer Behavior in Service Encounters服務(wù)接觸中的顧客行為服務(wù)接觸中的顧客行為正確理解顧客行為正確理解顧客行為 是營(yíng)銷的是營(yíng)銷的核心！核心！一、顧客與服務(wù)運(yùn)營(yíng)的互動(dòng)一、顧客與服務(wù)運(yùn)營(yíng)的互動(dòng)1、通過(guò)過(guò)程圖描述服務(wù)過(guò)程、通過(guò)過(guò)程圖描述服務(wù)過(guò)程過(guò)程圖是清楚地描述服務(wù)過(guò)程的最佳方式！過(guò)程圖是清楚地描述服務(wù)過(guò)程的最佳方式！收集收集氣象氣象數(shù)據(jù)數(shù)據(jù)氣象學(xué)家氣象學(xué)家將數(shù)據(jù)輸將數(shù)據(jù)輸入模型，入模型，通過(guò)輸出通過(guò)輸出聲稱預(yù)報(bào)聲稱預(yù)報(bào)氣象播音員氣象播音員發(fā)布當(dāng)?shù)貧獍l(fā)布當(dāng)?shù)貧庀箢A(yù)報(bào)象預(yù)報(bào)觀看天觀看天氣預(yù)報(bào)氣預(yù)報(bào)得知天氣晴好得知天氣晴好后計(jì)劃野餐后計(jì)劃野餐打開電視機(jī)

2、，選臺(tái)打開電視機(jī)，選臺(tái)可見行為可見行為核心產(chǎn)品核心產(chǎn)品不可見行為不可見行為收益收益Consumers are rarely involved in the manufacture of goods but often participate in service creation and deliveryChallenge for service marketers is to understand how customers interact with service operations市場(chǎng)營(yíng)銷者發(fā)現(xiàn)繪制過(guò)程圖有助于詳細(xì)說(shuō)明顧客在市場(chǎng)營(yíng)銷者發(fā)現(xiàn)繪制過(guò)程圖有助于詳細(xì)說(shuō)明顧客在服務(wù)過(guò)程中的哪些

3、階段獲得核心服務(wù)，也有助于識(shí)服務(wù)過(guò)程中的哪些階段獲得核心服務(wù)，也有助于識(shí)別組成整個(gè)服務(wù)包的各種不同的附加性服務(wù)。別組成整個(gè)服務(wù)包的各種不同的附加性服務(wù)。對(duì)于管理者來(lái)說(shuō)，關(guān)鍵的問(wèn)題就是顧客期望是否會(huì)對(duì)于管理者來(lái)說(shuō)，關(guān)鍵的問(wèn)題就是顧客期望是否會(huì)在服務(wù)傳遞的過(guò)程中隨著每個(gè)步驟的感知質(zhì)量而發(fā)在服務(wù)傳遞的過(guò)程中隨著每個(gè)步驟的感知質(zhì)量而發(fā)生改變。生改變。2、服務(wù)接觸的種類、服務(wù)接觸的種類High-Contact and Low-Contact Services High Contact ServicesCustomers visit service facility and remain througho

4、ut service deliveryActive contact between customers and service personnelIncludes most people-processing services Low Contact ServicesLittle or no physical contact with service personnelContact usually at arms length through electronic or physical distribution channelsNew technologies (e.g. Web) hel

5、p reduce contact levels服務(wù)接觸是顧客直接與一項(xiàng)服務(wù)服務(wù)接觸是顧客直接與一項(xiàng)服務(wù)相互作用的一段時(shí)間。相互作用的一段時(shí)間。高接觸服務(wù)需要顧客親自訪問(wèn)服高接觸服務(wù)需要顧客親自訪問(wèn)服務(wù)設(shè)施。在整個(gè)服務(wù)傳遞的過(guò)程務(wù)設(shè)施。在整個(gè)服務(wù)傳遞的過(guò)程中，顧客都積極地參與到服務(wù)組中，顧客都積極地參與到服務(wù)組織和服務(wù)人員的工作中。織和服務(wù)人員的工作中。低接觸服務(wù)是指顧客與服務(wù)提供低接觸服務(wù)是指顧客與服務(wù)提供者之間即使有實(shí)體接觸也很少。者之間即使有實(shí)體接觸也很少。Levels of Customer Contact with Service Organizations 顧客與服務(wù)組織接觸的水平E

6、mphasizes encounters with service personnel強(qiáng)調(diào)與服務(wù)人員的接觸強(qiáng)調(diào)與服務(wù)人員的接觸Emphasizes encounters with equipment強(qiáng)調(diào)與設(shè)備的接觸強(qiáng)調(diào)與設(shè)備的接觸HighLowManagement ConsultingCar RepairInsuranceMotelFast FoodNursing HomeAirline Travel (Econ.) Cable TVT elephone BankingHairCutGood Restaurant4-Star Hotel Dry CleaningRetail BankingMa

7、il Based RepairsInternet-basedServicesMovie Theater Internet BankingSubway 地鐵地鐵療養(yǎng)院療養(yǎng)院電話電話銀行銀行有線電視有線電視網(wǎng)絡(luò)銀行網(wǎng)絡(luò)銀行 Service encounter: A period of time during which customers experience a service服務(wù)接觸是顧客直接與一項(xiàng)服務(wù)相互作用的一段時(shí)間。 Moments of truth（關(guān)鍵時(shí)刻）: Defining points in service delivery where customers interact w

8、ith employees or equipment Critical incidents: specific encounters that result in especially satisfying/dissatisfying outcomes for either customers or service employees Service success often rests on performance of junior contact personnel Must train, coach, role model desired behavior Thoughtless o

9、r badly behaved customers can cause problems for service personnel (and other customers) Must educate customers, clarify what is expected, manage behavior二、二、The Purchase Process for Services 服務(wù)的購(gòu)買過(guò)程服務(wù)的購(gòu)買過(guò)程 Prepurchase Stage購(gòu)買前階段Awareness of need 對(duì)需要的認(rèn)知Information search信息搜尋Evaluation of alternative

10、 service suppliers對(duì)不同服務(wù)提供商的評(píng)估 Service Encounter Stage服務(wù)接觸階段Request service from chosen supplier要求被選中的服務(wù)提供商提供服務(wù)Service delivery服務(wù)傳遞 Postpurchase Stage購(gòu)買后階段Evaluation of service performance服務(wù)績(jī)效評(píng)價(jià)Future intentions未來(lái)意圖Perceived Risks in Purchasing and Using Services 購(gòu)買和使用服務(wù)時(shí)的感知風(fēng)險(xiǎn)購(gòu)買和使用服務(wù)時(shí)的感知風(fēng)險(xiǎn)感知風(fēng)險(xiǎn)反映了顧客對(duì)負(fù)

11、面感知風(fēng)險(xiǎn)反映了顧客對(duì)負(fù)面結(jié)果出現(xiàn)的概率所作出的判結(jié)果出現(xiàn)的概率所作出的判斷。斷。對(duì)于那些體驗(yàn)品質(zhì)和信賴品對(duì)于那些體驗(yàn)品質(zhì)和信賴品質(zhì)比較高的服務(wù)來(lái)說(shuō)，由于質(zhì)比較高的服務(wù)來(lái)說(shuō)，由于在購(gòu)買和接受服務(wù)之前很難在購(gòu)買和接受服務(wù)之前很難對(duì)其進(jìn)行評(píng)價(jià)，因此感知風(fēng)對(duì)其進(jìn)行評(píng)價(jià)，因此感知風(fēng)險(xiǎn)較高！險(xiǎn)較高！ Functional 功能風(fēng)險(xiǎn) unsatisfactory performance outcomes 不能令人滿意的服務(wù)結(jié)果 Financial 財(cái)務(wù)風(fēng)險(xiǎn) monetary loss, unexpected extra costs貨幣損失，無(wú)法預(yù)料的花費(fèi) Temporal 時(shí)間風(fēng)險(xiǎn) wasted time

12、, delays lead to problems浪費(fèi)時(shí)間，延遲的后果 Physical實(shí)體風(fēng)險(xiǎn) personal injury, damage to possessions身體傷害，財(cái)產(chǎn)損失 Psychological心理風(fēng)險(xiǎn) fears and negative emotions害怕和恐懼心理 Social 社會(huì)風(fēng)險(xiǎn) how others may think and react其他人的看法和反映 Sensory感覺風(fēng)險(xiǎn) unwanted impacts to any of the five senses給五種感官造成的不適這家洗衣店能否幫我洗這家洗衣店能否幫我洗去這件外套上的污漬？去這件外

13、套上的污漬？修車的花費(fèi)是否會(huì)遠(yuǎn)遠(yuǎn)修車的花費(fèi)是否會(huì)遠(yuǎn)遠(yuǎn)超過(guò)最初的預(yù)計(jì)？超過(guò)最初的預(yù)計(jì)？在參觀展覽之前是否要在參觀展覽之前是否要排隊(duì)等候？排隊(duì)等候？如果我出國(guó)度假，是否如果我出國(guó)度假，是否會(huì)生病？會(huì)生??？如何讓我相信飛機(jī)不會(huì)如何讓我相信飛機(jī)不會(huì)墜毀？墜毀？如果我的朋友知道我在這如果我的朋友知道我在這家便宜的汽車旅館過(guò)夜，家便宜的汽車旅館過(guò)夜，他們會(huì)怎么想？他們會(huì)怎么想？我的屋子里是否有煙味？我的屋子里是否有煙味？三、顧客期望三、顧客期望Customer ExpectationsPredicted ServiceExplicit & Implicit Service Promises Wor

14、d-of-Mouth Past ExperienceDesired Service ZONE OF TOLERANCE Adequate ServicePersonal Needs Beliefs about What Is Possible Perceived Service Alterations Situational Factors個(gè)人需要個(gè)人需要對(duì)獲得的信念對(duì)獲得的信念感知到的服務(wù)變化感知到的服務(wù)變化情境因素情境因素渴望的服務(wù)渴望的服務(wù)可接受的服務(wù)可接受的服務(wù)容忍區(qū)容忍區(qū)服務(wù)的內(nèi)外部承諾服務(wù)的內(nèi)外部承諾口碑、過(guò)去的經(jīng)歷口碑、過(guò)去的經(jīng)歷預(yù)期的服務(wù)預(yù)期的服務(wù)Desired Service

15、 Level: wished-for level of service quality that customer believes can and should be deliveredAdequate Service Level: minimum acceptable level of service Predicted Service Level: service level that customer believes firm will actually deliverZone of Tolerance: range within which customers are willin

16、g to accept variations in service deliveryComponents of Customer Expectations Desired Service Level: wished-for level of service quality that customer believes can and should be delivered渴望的服務(wù)是顧客希望得到的那種服務(wù)。 Adequate Service Level: minimum acceptable level of service預(yù)期的最低水平，也就是可接受的服務(wù)水平，它是指顧客能夠接受而且不會(huì)造成

17、不滿意的最低服務(wù)水平。 Predicted Service Level: service level that customer believes firm will actually deliver預(yù)期的服務(wù)事顧客實(shí)際期望得到的服務(wù)水平。 Zone of Tolerance: range within which customers are willing to accept variations in service delivery容忍區(qū)就是顧客愿意承受的服務(wù)水平的變動(dòng)范圍。四、顧客如何評(píng)價(jià)服務(wù)四、顧客如何評(píng)價(jià)服務(wù)How Customers Evaluate Services1、Inta

18、ngible Attributes, Variability, and Quality Problems Make Services Hard to Evaluate Search attributes Tangible characteristics that allow customers to evaluate a product before purchase Experience attributes Characteristics that can be experienced when actually using the service Credence attributes

19、Characteristics that are difficult to evaluate confidently even after consumption Goods tend to be higher in search attributes, services tend to be higher in experience and credence attributes Credence attributes force customers to trust that desired benefits have been delivered從顧客的角度來(lái)看，信賴品質(zhì)所具有的無(wú)形性導(dǎo)

20、致了感知風(fēng)險(xiǎn)的增加。比如顧客很難對(duì)牙醫(yī)所做的復(fù)雜的牙科手術(shù)做出評(píng)價(jià)。買者與賣者之間的這種信息不對(duì)稱為信賴性服務(wù)的提供者進(jìn)行非道德經(jīng)營(yíng)提供了潛在動(dòng)機(jī)How Product Attributes Affect Ease of Evaluation Source: Adapted from ZeithamlMost GoodsHigh in search attributesHigh in experience attributesHigh in credence attributesDifficult to evaluate*Easy to evaluateMost ServicesClothin

21、gChairMotor vehicleFoodsRestaurant mealsLawn fertilizerHaircutEntertainmentComputer repairEducationLegal servicesComplex surgery*NOTE: Difficulty of evaluation tends to decrease with broad exposure to a service category and frequency of use of a specific supplier2、Solutions to Overcoming Customers D

22、ifficulties in Evaluating Services服務(wù)評(píng)價(jià)困難的戰(zhàn)略對(duì)策服務(wù)評(píng)價(jià)困難的戰(zhàn)略對(duì)策 Provide more search attributes for their customers設(shè)法為顧客提供更多的搜尋品質(zhì) Offer free trials or incentives提供免費(fèi)的試用品 Help customers visualize service benefits 幫助顧客看到由服務(wù)所帶來(lái)的收益AdvertisingNextProvide tangible cues to customers 給顧客提供更多的與服務(wù)相關(guān)的有形線索。Professional

23、s like doctors, architects and lawyers often display their degrees and other certifications Developed Web sites to inform prospective clients about their services, highlight their expertise, and even show case successful past engagements Interact with customers effectively3、Customer Satisfaction is

24、Central to the Marketing Concept滿意被定義為，在一次購(gòu)買行為或者一系列滿意被定義為，在一次購(gòu)買行為或者一系列顧客與產(chǎn)品的交互作用之后顧客所產(chǎn)生的具顧客與產(chǎn)品的交互作用之后顧客所產(chǎn)生的具有某種偏好的態(tài)度。有某種偏好的態(tài)度。研究顯示：顧客滿意度每增長(zhǎng)研究顯示：顧客滿意度每增長(zhǎng)1%，就會(huì)給公司，就會(huì)給公司ROI帶來(lái)平均帶來(lái)平均2.37%的的增長(zhǎng)。增長(zhǎng)。如果服務(wù)比他們的預(yù)期差，就會(huì)形成消極的不一致；如果服務(wù)比他們的預(yù)期差，就會(huì)形成消極的不一致；如果比他們的期望好，就會(huì)形成積極的不一致；如果比他們的期望好，就會(huì)形成積極的不一致；如果正好與期望相符，則說(shuō)明服務(wù)績(jī)效與期望相一

25、致。如果正好與期望相符，則說(shuō)明服務(wù)績(jī)效與期望相一致。如果服務(wù)的結(jié)果是積極的不一致，而且還帶來(lái)了喜悅和如果服務(wù)的結(jié)果是積極的不一致，而且還帶來(lái)了喜悅和驚喜，顧客就會(huì)感到愉悅。驚喜，顧客就會(huì)感到愉悅。Customer Delight（愉悅）（愉悅）:Going Beyond Satisfaction Research shows that delight is a function of 3 componentsUnexpectedly high levels of performance未預(yù)料到的高水平的服務(wù)績(jī)效Arousal (e.g., surprise, excitement)興奮Posi

26、tive affect (e.g., pleasure, joy, or happiness)積極的情感 Hotels in Asia seek to delight businesswomen travelers with exclusive packages that are tailored-made to meet their unique needs五、將服務(wù)看成是一個(gè)系統(tǒng)五、將服務(wù)看成是一個(gè)系統(tǒng)Viewing the Service Business as a System 1、A Service Business is a System Comprising Three Over

27、lapping Subsystems服務(wù)運(yùn)營(yíng)系統(tǒng)：處理投入并創(chuàng)造服務(wù)產(chǎn)品要素服務(wù)運(yùn)營(yíng)系統(tǒng)：處理投入并創(chuàng)造服務(wù)產(chǎn)品要素Service Operations (front stage and back stage)Where inputs are processed and service elements created Includes facilities, equipment, and personnel服務(wù)傳遞系統(tǒng)：服務(wù)傳遞系統(tǒng)：“組裝組裝”這些要素并將產(chǎn)品傳遞給顧客這些要素并將產(chǎn)品傳遞給顧客Service Delivery (front stage)Where “final assem

28、bly” of service elements takes place and service is delivered to customersIncludes customer interactions with operations and other customers 服務(wù)營(yíng)銷系統(tǒng)服務(wù)營(yíng)銷系統(tǒng)Service Marketing (front stage)Includes service delivery (as above) and all other contacts between service firm and customersService Marketing Syst

29、em: (1) High Contact Service - e.g., Hotel (Fig. 2.10)TheCustomer TechnicalCoreInterior & ExteriorFacilitiesEquipmentService PeopleOtherCustomersOtherCustomers AdvertisingSales CallsMarket Research Surveys Billing / StatementsMiscellaneous Mail, Phone Calls, Faxes, etc.Random Exposure toFaciliti

30、es / VehiclesChance Encounters with Service PersonnelWord of MouthService Operations SystemBack Stage(invisible)Front Stage(visible)Service Delivery SystemOther Contact PointsService Marketing System廣告廣告銷售電話銷售電話市場(chǎng)研究調(diào)查市場(chǎng)研究調(diào)查結(jié)賬結(jié)賬/聲明聲明各種信件各種信件、電話、傳真等、電話、傳真等設(shè)施、車輛的隨機(jī)設(shè)施、車輛的隨機(jī)使用使用與服務(wù)人員的隨機(jī)與服務(wù)人員的隨機(jī)接觸接觸口碑口碑Service Marketing System: (2) Low Contact Servi