《服务营销》实验指导书

2004营销《服务营销》实验指导书实验一某服务行业的顾客满意度调查（4学时）一、实验目的及要求（一）实验目的(1)掌握服务业中顾客满意度的影响因素(2)掌握各种市场调研的方法(3)了解市场调研的内容（二）实验要求1．按“实验内容”完成实验的操作，并将相关数据记入实验报告；2．所有实验课程以小组为单位来进行，平均6人/组，组长负责小组成员的分工与管理，每个组员务必积极参与。3.实验完成后，以组为单位提交调查问卷和调查报告（调查问卷必须是中英文各提交一份）。问卷和报告采用电子文档和打印文档两种形式。4.IndividualAssignment:每个同学撰写实习日志，包括对调研过程的描述。二、实验地点及设备实验采取“户外调查+实验室内收集资料”相结合的形式。实验地点：商学院实验机房+校外问卷调查实验设备：PC机及其局域网。三、实验内容及程序1.利用Internet检索有关服务行业的信息，决定要调研的服务企业，收集行业相关资料2.对该服务企业的营销环境进行调查分析3.针对这一行业的营销环境与服务特征，选取顾客满意度的指标体系4.设计顾客满意度调查问卷5.对顾客满意度进行调查分析6.撰写调研报告四、实验结果调查报告中要记录实验的有关数据以及企业背景情况，可以图片、文字等形式放在实验报告中，同时加以必要的文字说明。调查报告要严格按照市场调查报告的内容与格式来进行。SupplementaryMaterialHerearethesamplesofthesurveyonCS.Trytodesignasurveyoncustomerservicesatisfactionforaservicecompany,suchasbank,mobilecompany,retailersorotherelse.CustomerServiceSatisfactionSurvey1.Inyourmostrecentcustomerserviceexperience,howdidyoucontacttherepresentative?INPERSONBYTELEPHONEINTERNETTHROUGHADEALEROTHER2.IfyoureceivedassistancethroughtheInternet...Sufficientinformationwasavailabletosolvemyproblem.STRONGLYAGREESOMEWHATAGREENEITHERAGREEORDISAGREESOMEWHATDISAGREESTRONGLYDISAGREE3.Didourrepresentative...(Selectallthatapply)QUICKLYIDENTIFYTHEPROBLEMAPPEARVERYKNOWLEDGEABLEANDCOMPETENTHELPYOUUNDERSTANDTHECAUSESANDSOLUTIONTOYOURPROBLEMHANDLEPROBLEMSWITHCOURTESYANDPROFESSIONALISM4.Abouthowlongdidyouhavetowaitbeforespeakingtoarepresentative?IWASTAKENCAREOFIMMEDIATELYWITHIN3MINUTES3-5MINUTES5-10MINUTESMORETHAN10MINUTES5.Abouthowlongdidittaketogetthisproblemresolved?IMMEDIATERESOLUTIONLESSTHANONEDAYBETWEENTWOANDTHREEDAYSBETWEENTHREEANDFIVEDAYSMORETHANONEWEEKTHEPROBLEMISSTILLNOTRESOLVED6.Howmanytimesdidyouhavetocontactcustomerservicebeforetheproblemwascorrected?ONCETWICETHREETIMESMORETHANTHREETIMESTHEPROBLEMISSTILLNOTRESOLVED7.Overall,howsatisfiedareyouwithyourcustomerserviceexperience?TOTALLYVERYSATISFIEDSOMEWHATSATISFIEDSOMEWHATDISSATISFIEDVERYDISSATISFIED8.Ifyouwerelessthantotallysatisfied,whatcouldhavebeendonetoserveyoubetter?ServiceQualityEvaluation1Inevaluatingyourmostrecentcustomerserviceexperience,wasthequalityofserviceyoureceived:VerypoorSomewhatunsatisfactoryAboutaverageVerysatisfactorySuperior2.Wouldyoupleasetakeafewminutestodescribewhatabouttheserviceexperiencestandsout:3.Wastheprocessforgettingyourproblemresolved:VerypoorSomewhatunsatisfactoryAboutaverageVerysatisfactorySuperior4.Wouldyoupleasetakeafewminutestodescribewhatabouttheprocessofgettingyourproblemresolvedstandout:5.Wouldyoupleasetakeafewminutestoevaluatethecustomerservicerepresentative.Thecustomerservicerepresentativeasverycourteous.StronglydisagreeSomewhatdisagreeNeutralSomewhatagreeStronglyagree6.Wasthereanythingaboutthecourteousnessoftheservicethatstandsoutasbeingsuperior?EnthusiasticListenedcarefullyFriendlyResponsiveOther7.Whataboutthecustomerservicecouldbeimproved?Wastherepresentative:NotpatientNotenthusiasticDidn'tlistencarefullyUnfriendlyUnresponsiveOtherNoimprovementneeded8.Thecustomerservicerepresentativehandledmycallquickly.StronglydisagreeSomewhatdisagreeNeutralSomewhatagreeStronglyagree9.Whatwouldbestdescribewhathappened:KeptmewaitingonholdHadtoexplainseveraltimesDidn'tknowhowtohandleproblemHadtoaskothersSpokeslowlyOtherNoimprovementneeded10.Thecustomerservicerepresentativewasveryknowledgeable.StronglydisagreeSomewhatdisagreeNeutralSomewhatagreeStronglyagree11.Whatwouldbestdescribewhathappened:GavemethewronginformationTheydidn'tunderstandthequestionGaveunclearanswersCouldn'tsolveproblemDisorganizedOtherNoimprovementneeded12.Thewaitingtimeforhavingmyquestionaddressedwassatisfactory.StronglydisagreeSomewhatdisagreeNeutralSomewhatagreeStronglyagree13.Myphonecallwasquicklytransferredtothepersonwhobestcouldanswermyquestion.StronglydisagreeSomewhatdisagreeNeutralSomewhatagreeStronglyagree14.Allthingsconsidred,overthenext12months,howlikelyareyoutoreplaceyour(product)withanother(productorbrand)?CertainHighchanceEqualchanceLowchanceNever实验一CaseStudyofCustomerRecovery（4学时）实验课程时间：学习完第5章“FOCUSONCUSTOMERS”之后一、实验目的及要求(一)实验目的(1)了解服务补救对顾客满意度的影响(2)掌握服务补救的相关原理与操作技巧（二）实验要求1.所有实验课程以小组为单位来进行，平均6-7人/组，组长负责小组成员的分工与管理，每个组员务必积极参与。2.实验完成后，将实验情况以及实验中遇到的各种问题和解决的方法与过程整理，以组为单位写出实验报告（Eachgroupwillberequiredtohandinonecasewrite-up.Thereportshouldconsistof(atmost)twopagesandshouldaddressthediscussionquestions.Youareallowed,butnotrequired,tohaveasmallnumberofexhibits），并回答“案例讨论”中所列思考题。实验报告采用电子文档和书面报告两种形式。3.IndividualAssignment:每个同学撰写实习日志，同时要有实验心得和对实验教学的建议。4.GroupCaseStudy部分所有实验环节和业务流程的操作均以团队的形式合作完成，严禁吃大锅饭，individualassignment部分严禁请人代劳或抄袭他人实验结果。二、实验地点、设备及软件实验地点：商学院实验机房实验设备：PC机及其局域网。软件环境：Windows2000操作系统；各种网络工具软件。三、实验内容CASESTUDY1.看懂所给案例，在网上搜集案例中所涉及公司的服务营销理念与实践2.在所搜集的背景资料和相关材料基础上，就服务补救相关原理，对案例进行分析CustomerRecovery:ATaleofTwoCompaniesAsamarketer,Iknowtheimportanceofeffectivecomplainthandlingandrecoveryonconsumersatisfactionandloyalty.SoIwascurioustoseehowtwodifferentcompanieswithwellknownbrandswouldhandlemeasaconsumerwithaproblem.Thiswasn'tatestforitsownsake-IactuallyhadproblemswithtwoproductsofwhichI'vebeenalong-time,loyalconsumer.Andsurprisingly(ornot),myexperiencewasdifferentineac