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Chapter 1 Review. What are services? 什么是服务? Why services marketing? 为什么要服务营销? Differences in Goods vs. Services 商品与服务的分别 Services Marketing Mix 服务营销组合. The Customer Gap 顾客差距. Expected Service 期望的服务. GAP. Perceived Service 感知的服务. Part 1 Opener. 不满意的经历. 在超市放在购物车上的包被偷 放在超市外面的自行车被偷.

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chapter 1 review
Chapter 1 Review
  • What are services?
    • 什么是服务?
  • Why services marketing?
    • 为什么要服务营销?
  • Differences in Goods vs. Services
    • 商品与服务的分别
  • Services Marketing Mix
    • 服务营销组合
the customer gap
The Customer Gap顾客差距

Expected

Service

期望的服务

GAP

Perceived

Service

感知的服务

Part 1 Opener

slide4
不满意的经历
  • 在超市放在购物车上的包被偷
  • 放在超市外面的自行车被偷
gaps model of service quality
Gaps Model of Service Quality供应商差距
  • Provider Gap 1 差距一:
    • not knowing what customers expect
    • 不了解顾客的期望

Part 1 Opener

slide6
不满意的经历
  • 超市道路太窄,不小心把货架上的商品碰掉,被迫照价赔偿
  • 沃尔玛经常换货品位置,找不到地方
  • 超市付账时经常遇到:请到隔壁收银台付款
gaps model of service quality1
Gaps Model of Service Quality供应商差距
  • Provider Gap 2 差距二:
    • not having the right service designs and standards
    • 没有正确的服务设计与标准

Part 1 Opener

slide8
不满意的经历
  • 可乐被加了冰,服务员说:“在哪儿点餐找谁去,跟我说没用”
gaps model of service quality2
Gaps Model of Service Quality供应商差距
  • Provider Gap 3:
    • not delivering to service standards
    • 没按服务标准提供服务

Part 1 Opener

slide10
不满意的经历
  • 沃尔玛应降低价格,实现真正的平价
gaps model of service quality3
Gaps Model of Service Quality供应商差距
  • Provider Gap 4:
    • not matching performance to promises
    • 未能履行承诺

Part 1 Opener

gaps model of service quality4
Gaps Model of Service Quality

Expected Service

CUSTOMER

Customer

Gap

Perceived

Service

External Communications to Customers

Service Delivery

COMPANY

GAP 4

GAP 1

GAP 3

Customer-Driven Service Designs and Standards

GAP 2

Part 1 Opener

Company Perceptions of Consumer Expectations

slide13

Chapter

Consumer Behavior in Services

服务中的消费者行为

3

  • Search versus Experience versus Credence Properties
  • 搜寻体验与信任特性
  • Categories in the Decision-making Process
  • 服务决策过程
  • The Role of Culture in Services
  • 服务在文化中的作用
services evaluation processes
Services Evaluation Processes 服务评价过程
  • Search Qualities 搜寻特性
    • attributes a consumer can determine prior to purchase of a product
  • Experience Qualities 体验特性
    • attributes a consumer can determine after purchase (or during consumption) of a product
  • Credence Qualities 信任特性
    • characteristics that may be impossible to evaluate even after purchase and consumption
slide15

Brainstorming

Would you give an example of services

that are high in credence properties?

可否举出一个具有高度信任特性的

服务的例子?

figure 1 1 tangibility spectrum
Figure 1.1 Tangibility Spectrum不同产品的有形性图谱

Salt

Soft Drinks

Detergents

Automobiles

Cosmetics

Fast-food

Outlets

Intangible

Dominant

{

Tangible

Dominant

{

High in credence

qualities

{

Fast-food

Outlets

Advertising

Agencies

Airlines

Investment

Management

High in search

qualities

High in experience

qualities

Consulting

Teaching

figure 2 2 continuum of evaluation for different types of products
Figure 2.2Continuum of Evaluation for Different Types of Products

Clothing

Jewelry

Furniture

Houses

Automobiles

Restaurant meals

Vacations

Haircuts

Child care

Television repair

Legal services

Root canals

Auto repair

Medical diagnosis

Most

Services

Most

Goods

Easy to evaluate

Difficult to evaluate

{

{

{

High in experience

qualities

High in credence

qualities

High in search

qualities

categories in consumer decision making and evaluation of services
Categories in Consumer Decision-Making and Evaluation of Services

Information Search

Evaluation of Alternatives

Evoked set

Use of personal sources

 Perceived risk

Purchase and Consumption

Post-Purchase Evaluation

  • Service provision as drama
  •  Service roles and scripts
  • Compatibility of customers

Attribution of dissatisfaction

 Innovation diffusion

 Brand loyalty

categories in consumer decision making and evaluation of services1

Culture

  • Values and attitudes
  • Manners and customs
  • Material culture
  • Aesthetics
  • Educational and social institutions
Categories in Consumer Decision-Making and Evaluation of Services

Information Search

Evaluation of Alternatives

Evoked set

 Emotion and mood

Use of personal sources

 Perceived risk

Purchase and Consumption

Post-Purchase Evaluation

Service provision as drama

 Service roles and scripts

 Compatibility of customers

Attribution of dissatisfaction

 Innovation diffusion

 Brand loyalty

information search
Information search信息搜寻
  • Use of personal sources

利用个人信息来源

  •  Perceived risk

被感知的风险

slide22

Brainstorming

  • What types of services might consumers

depend on mass communication (大众传播)

(nonpersonal sources of information) in the

purchasing decision?

哪种服务的购买更依赖于大众传播

(非个人传播信息传播)?

evaluation of alternatives
Evaluation of Alternatives替代品的评价
  • Evoked set 引发集
    • 给定产品中可选用的一组产品
    • 服务产品的引发集通常小于商品引发集
purchase and consumption
Purchase and Consumption购买与消费
  • Emotion and mood 情感与情绪
  • Service provision as drama 服务提供戏剧化
  •  Service roles and scripts 服务的角色和剧本
  •  Compatibility of customers 顾客相容性
      • 有时,其他顾客的存在与行为会影响既定顾客的满意与否
slide25

Brainstorming

  • Which kind of services for which

customer compatibility is essential?

哪种服务更需要顾客的相容性?

post purchase evaluation
Post-Purchase Evaluation购后评价
  • Word of mouth 口碑沟通
  • Attribution of dissatisfaction 不满意的原因
  • Brand loyalty 品牌忠诚
  • For what types of services would
  • Consumers tend to engage in the most postpurchase evaluation?
  • 哪些服务的消费者更愿意进行购后评价?

Brainstorming

slide27

Brainstorming

  • Would you give some examples of

services where brand switching is difficult

for consumers?

哪类服务产品进行品牌转换

比较困难?

culture
Culture
  • Values and attitudes 价值观
  • Manners and customs 习俗和风俗
  • Material culture 物质文化
  • Aesthetics 审美
slide29

Brainstorming

  • Think of a time when, as a customer, you had a particularly satisfying (dissatisfying) interaction with an employee of .
    • When did the incident happen?
    • What did the employee do?
    • What made you feel the interaction satisfying (dissatisfying)?
    • What was the result after the interaction?
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