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ConsumersarerarelyinvolvedinthemanufactureofgoodsbutoftenparticipateinservicecreationanddeliveryChallengeforservicemarketersistounderstandhowcustomersinteractwithserviceoperations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-ContactServicesHighContactServicesCustomersvisitservicefacilityandremainthroughoutservicedeliveryActivecontactbetweencustomersandservicepersonnelIncludesmostpeople-processingservicesLowContactServicesLittleornophysicalcontactwithservicepersonnelContactusuallyatarm’slengththroughelectronicorphysicaldistributionchannelsNewtechnologies(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HighLowManagementConsultingCarRepairInsuranceMotelFastFoodNursingHomeAirlineTravel(Econ.)CableTVTelephoneBankingHairCutGoodRestaurant4-StarHotelDryCleaningRetailBankingMailBasedRepairsInternet-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）:DefiningpointsinservicedeliverywherecustomersinteractwithemployeesorequipmentCriticalincidents:specificencountersthatresultinespeciallysatisfying/dissatisfyingoutcomesforeithercustomersorserviceemployeesServicesuccessoftenrestsonperformanceofjuniorcontactpersonnelMusttrain,coach,rolemodeldesiredbehaviorThoughtlessorbadlybehavedcustomerscancauseproblemsforservicepersonnel(andothercustomers)Musteducatecustomers,clarifywhatisexpected,managebehavior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购买和使用服务时的感知风险感知风险反映了顾客对负面结果出现的概率所作出的判断。对于那些体验品质和信赖品质比较高的服务来说，由于在购买和接受服务之前很难对其进行评价，因此感知风险较高！Functional功能风险–unsatisfactoryperformanceoutcomes不能令人满意的服务结果Financial财务风险–monetaryloss,unexpectedextracosts货币损失，无法预料的花费Temporal时间风险–wastedtime,delaysleadtoproblems浪费时间，延迟的后果Physical实体风险–personalinjury,damagetopossessions身体伤害，财产损失Psychological心理风险–fearsandnegativeemotions害怕和恐惧心理Social社会风险–howothersmaythinkandreact其他人的看法和反映Sensory感觉风险–unwantedimpactstoanyofthefivesenses给五种感官造成的不适这家洗衣店能否帮我洗去这件外套上的污渍？修车的花费是否会远远超过最初的预计？在参观展览之前是否要排队等候？如果我出国度假，是否会生病？如何让我相信飞机不会坠毁？如果我的朋友知道我在这家便宜的汽车旅馆过夜，他们会怎么想？我的屋子里是否有烟味？三、顾客期望CustomerExpectationsPredictedServiceExplicit&ImplicitServicePromisesWord-of-MouthPastExperienceDesiredServiceZONEOFTOLERANCEAdequateServicePersonalNeedsBeliefsaboutWhatIsPossiblePerceivedServiceAlterationsSituationalFactors个人需要对获得的信念感知到的服务变化情境因素渴望的服务可接受的服务容忍区服务的内外部承诺口碑、过去的经历预期的服务DesiredServiceLevel:wished-forlevelofservicequalitythatcustomerbelievescanandshouldbedeliveredAdequateServiceLevel:minimumacceptablelevelofservicePredictedServiceLevel:servicelevelthatcustomerbelievesfirmwillactuallydeliverZoneofTolerance:rangewithinwhichcustomersarewillingtoacceptvariationsinservicedeliveryComponentsofCustomerExpectationsDesiredServiceLevel:wished-forlevelofservicequalitythatcustomerbelievescanandshouldbedelivered渴望的服务是顾客希望得到的那种服务。AdequateServiceLevel:minimumacceptablelevelofservice预期的最低水平，也就是可接受的服务水平，它是指顾客能够接受而且不会造成不满意的最低服务水平。PredictedServiceLevel:servicelevelthatcustomerbelievesfirmwillactuallydeliver预期的服务事顾客实际期望得到的服务水平。ZoneofTolerance:rangewithinwhichcustomersarewillingtoacceptvariationsinservicedelivery容忍区就是顾客愿意承受的服务水平的变动范围。四、顾客如何评价服务HowCustomersEvaluateServices1、IntangibleAttributes,Variability,andQualityProblemsMakeServicesHardtoEvaluateSearchattributes–TangiblecharacteristicsthatallowcustomerstoevaluateaproductbeforepurchaseExperienceattributes–CharacteristicsthatcanbeexperiencedwhenactuallyusingtheserviceCredenceattributes–CharacteristicsthataredifficulttoevaluateconfidentlyevenafterconsumptionGoodstendtobehigherinsearchattributes,servicestendtobehigherinexperienceandcredenceattributesCredenceattributesforcecustomerstotrustthatdesiredbenefitshavebeendelivered从顾客的角度来看，信赖品质所具有的无形性导致了感知风险的增加。比如顾客很难对牙医所做的复杂的牙科手术做出评价。买者与卖者之间的这种信息不对称为信赖性服务的提供者进行非道德经营提供了潜在动机HowProductAttributesAffectEaseofEvaluationSource:AdaptedfromZeithamlMostGoodsHighinsearchattributesHighinexperienceattributesHighincredenceattributesDifficulttoevaluate*EasytoevaluateMostServicesClothingChairMotorvehicleFoodsRestaurantmealsLawnfertilizerHaircutEntertainmentComputerrepairEducationLegalservicesComplexsurgery*NOTE:Difficultyofevaluationtendstodecreasewithbr