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THECUSTOMERMANAGEMENTOFSERVICECOMPANIES(ZhangJin-Cheng),(YangKun)AbstractAnimportanttraitofserviceistheparticipationofcustomersintheserviceprocess,andthequalityofserviceismainlyrepresentedbythecustomer’sperceptionquality,ratherthanbytheservicesystemoperationquality.However,thesimultaneousproductionandconsumptionaswellastheheterogeneityofservicemaketheservicecompanieshavetofacethediversifiedcustomer’sdemands,participationbehaviors,andperceptionresultswiththelimitedcapacityoftheservicesystem.Therefore,theservicemanagementshouldnotstopattheboundaryofthenatureserviceorganization.Theactiveandscientificmanagementshouldbeappliedtothecustomerswhoaregoingtohave,orarehaving,orhavehadservicerelationshipswiththeserviceorganizations.Thismaybeoneofsignificantdifferentcharacteristicsbetweenservicemanagementandproductionmanagement.Thisarticleintendstomakeadeepdiscussionabouttheproblemofcustomermanagement.Keywords:service,customer,management11.1[1-1]++[1-2]()()()/()1-11KatriOjasalo,ConceptualizingProductivityinServices,LibraryofSwedishSchoolofEconomicsandbusinessAdministration,1999,p.59.2:2002.1p45[1-1]221776(Sumanth,1984)(Production)(Efficiency)(Effectiveness)1979Sumanth(theratiooftangibleoutputtotangibleinput)1985SinkSinkwaysGronroos,Heckett,FitzsimmonsOjasalo1999,p.16Gummesson(1992)Storbackal(1993)Ojasalo(1999,p.90)(Customerasresource)(Customerasco-producer)Gronroos(1990)1999Ojasalo1999p.71(Provider’sinputs)Customers’inputs(OutputQuantity)(OutputQuality)(ProcessQuality)2KatriOjasalo,ConceptualizingProductivityinServices,LibraryofSwedishSchoolofEconomicsandbusinessAdministration,1999,pp.1-6.3(OutcomeQuality)Fitzsimmons(1998,p.200)3-32001.6p942-1----=X(+)Nt=t=t1Nts=t=tNts/Nt=IS=Et=t2Cti=tPt=tNtxEtNtsEtPt=XPt=IS+NtxCtiNtIS/Nts+CtixNt/Nts1/2:1031305ISEtNt31/NtsCtiNt/NtsNtsNt/NtsNtNtsNtNtsCtiNts/Nt”101001:7;28[2-2]575240%(2/5)266%(2/3)[2-2]--ZeithamlBitner20006p.152Cti()Cti”--;34417:66[4-1]42;;:8:()();,::4:419886p123-1639ZeithamlBitner2000p315:250040%565%652000.9.126CRM2000.11.2110580,-–772001.2p511186:1.J.A.FitzsimmonsM.J.FitzsimmonsSERVICEMANAGEMENT19981022.R.J.Chase,N.J.Aquilano,F.R.Jacobs-1999783.V.A.Zeithaml,Mary.Jo.Bitner2002114.1988615.19991216.19998182000.8.31127.2001.28.2001.69.2002.110.199810111.KatriOjasalo,ConceptualizingProductivityinServices,LibraryofSwedishSchoolofEconomicsandbusinessAdministration,Helsinki,Finland,1999.12.Sink,D.S.,ProductivityManagement:Planning,MeasurementandEvaluation,ControlandImprovement,NewYork,JohnWiley&Sons,Inc,198513.Gummesson,E.,QualityManagementinServiceOrganizations,InternationalServiceQualityAssociation,NewYork,199314.Sumanth,D.J.,TotalProductivityManagement:ASystematicandQuantitativeApproachtocompeteinQuality,PriceandTime,BocaRaton,FL:St.LuciePress,199715.McKinseyGlobalInstitute,ServiceSectorProductivity,Washington,D.C.,McKinsey,1992.13