第7讲顾客定义的服务标准

ServicesMarketing工商管理学院张毓峰Tel(home):87352039Email:[e-mail][e-mail]-DEFINEDSERVICESTANDARDS建立适当服务标准的必备因素Customer-DefinedServiceStandardsProcessforDevelopingCustomer-DefinedStandards[e-mail]oviderGap2CompanyPerceptionsofCustomerExpectationsCustomer-DrivenserviceDesignsandStandards-InadequatestandardizationofServicebehaviorsandactions-Absenceofformalprocessforsettingserv[e-mail]建立适当服务标准的必备因素服务行业的标准化正式设定的服务质量目标顾客定义而非公司定义的服务标准[e-mail]cebehaviorsandactions（服务行为的标准化）Somemanagersbelievethatservicescannotbestandardized---thatcustomizationisessentialforprovidinghigh-qualityservice.Thisviewleadstovagueandloosestandardsettingwithlittleornomeasurementorfeedback.Standardizationofservicecantakethreeforms:(1)substitutionoftechnologyforpersonalcontact,(2)improvementinworkmethods,(3)[e-mail]gservicequalitygoals（正式设定的服务质量目标）Companiesthathavebeensuccessfulindeliveringconsistentlyhighservicequalityarenotedforestablishingformalstandardstoguideemployeesinprovidingservice.Thetypesofformalgoalsettingarerelevantinservicebusiness(individual/overalldepartmentorcompany)[e-mail]-definedstandards（顾客定义的服务标准）Virtuallyallcompaniespossessservicestandardsandmeasuresthatarecompany-defined---theyareestablishedtoreachcompanygoalsforproductivity,efficiency,cost,ortechnicalquality.TocloseGAP2,standardssetbycompaniesmustbebasedoncustomerrequirementsa[e-mail]-DefinedServiceStandards“Hard”Customer-definedStandards“Soft”Customer-definedStandardsBuildingblocks:TheserviceencountersequenceExpressingcustomerrequirementsasspecificb[e-mail]“Hard”Customer-definedStandards“Hard”standardsandmeasures:thingscanbecounted,timed,orobservedthroughaudits.Example:FederalExpressOn-timedelivery#ofPackagesrightdaylate#ofPackageswrongdaylate#[e-mail]“Soft”Customer-definedStandards“Soft”standardsandmeasures:thingscannotbecounted,timed,orobservedthroughaudits.Example:FederalExpressTreatmentListen;Doeverythingpossibletohelp;Beappropriatelyreassuring.(openandhonest)[e-mail]:TheserviceencountersequenceAcustomer’soverallservicequalityistheaccumulationofevaluationsofmultipleserviceexperiences.Serviceencounter,arethebuildingblocksforservicequalityandthecomponen[e-mail]:serviceencountersequenceSalescontactbeforesaleDeliveryInstalla-tionPrepareTheOfferingFormeSalescontactAfterthesaleKnowMeAndMybusinessHardwareserviceSoftwareserviceServiceAndSupportMysoftwareServiceAndSupportMyhardwareMaintainTheRelationWithmeDelive[e-mail]irementsasspecificbehaviorsandactionsSatisfaction/Value/QualityRel/As/Resp/Emp/TanDeliversontimeReturncallquicklyDeliverbyWeds.Returncallin2HrsGeneralconceptsD[e-mail]sandactionsHardmeasurements:countsorauditsortimedactions;Softmeasurements:trailercallsandrelationshipsurveys;Whatdistinguishesthesetwoiswhetherneedtoaskingthecustomer’[e-mail]stomer-DefinedStandards(1-4)1.Identifyexistingordesiredserviceencountersequence2.Translatecustomerexpectationsintobehavior/actions3.Selectbehaviors/actionsforstandards4.Hardorsoft?[e-mail]stomer-DefinedStandards(5-9)5.Developfeedbackmechanisms6.Establishmeasuresandtargetlevels7.Trackmeasuresagainststandards8.Providefeedbackaboutperformancetoemployees9.Updatetargetlevelsandmeasur[e-mail]/actionsforstandardsThestandardsarebasedonB/Athatareveryimportanttocustomers.Thestandardscoverperformancethatneedtobeimprovedormaintained.ThestandardscoverB/Aemployeescanimprove.Thestandardsareacceptedbyemployees.Thestandardsarepredictiverathert[e-mail]ces（指数）SerEncCusStisReliabilityRes[e-mail]ThischapterdiscussedProviderGAP2,thediscrepancybetweenperceptionsofcustomerexpectationandthestandardstheysettodelivertotheseexpectations.Customer-definedstandardsareattheheartofdeliveryofservicethatcustomerexpect:theyarelinkbetweencustomer’sexpectationsandcompanyactionstodelivertothoseexpectations.Doingsorequiresthatcompanies’marketingandoperationsdepartmentsworktogetherbyusingthemarketingresearcha