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项目报告PPT模板下载.ppt

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项目报告PPT模板下载.ppt

  • 12页
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'Chapter14DesigningandManagingServices Objectives CategoriesofServiceMixPureServiceTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibleGood ServicesInseparabilityServicescannotbeseparatedfromtheirprovidersPerishabilityServicescannotbestoredforlatersaleoruseIntangibilityServicescannotbeseen,tasted,felt,heard,orsmelledbeforepurchaseVariabilityQualityofservicesdependsonwhoprovidesthemandwhen,where,andhowFourServiceCharacteristics ServicesInseparabilityIncreaseproductivityofprovidersPerishabilityMatchsupplyanddemandIntangibilityUsecuestomakeittangibleVariabilityStandardizeserviceproduction&deliveryOvercomingServiceChallenges ThreeTypesofMarketing inServiceIndustriesInternalmarketingCompanyCustomersExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustry ServiceDifferentiationOfferDeliveryImage Service-QualityModelExpectedserviceManagementperceptionsofconsumerexpectationsMarketerConsumerGap1Servicedelivery(includingpre-andpost-contacts)Gap3Translationofperceptionstoservice-qualityspecificationsGap2Gap5PerceivedserviceExternalcommuni-cationstoconsumersGap4PersonalneedsPastexperienceWord-of-mouthcommunications DeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangibles Service ExcellenceStrategicConceptTop-ManagementCommitmentHighStandardsMonitoringSystemsSatisfyingCustomerComplaintsSatisfyingBothEmployees&CustomersManagingProductivity Importance-PerformanceAnalysisA.ConcentratehereB.KeepupthegoodworkD.PossibleoverkillC.LowpriorityExtremelyimportantSlightlyimportantExcellentperformanceFairperformance1291113121434567810#=Attributes ComplaintResolutionHiringCriteria&TrainingforEmployeesDevelopGuidelinesforFairnessRemoveComplaintBarriersAnalyzeTypes&SourcesofComplaints'

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