第10章节 的管理服务人员与消费者.pptVIP

Customers as Contributors to Service Quality and Satisfaction Customers can contribute to their own satisfaction with the service by performing their role effectively by working with the service provider the quality of the service they receive by asking questions by taking responsibility for their own satisfaction by complaining when there is a service failure Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 第10章 人员策略(people) ——管理服务员工和消费者 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 第一节 服务人员的角色与地位— 冲突与克服 一、认识服务三角形 公司 内部营销 （人力资源） 外部营销（沟通） 员工 顾客 互动营销（互动过程） 服务业三种类型的营销 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 二、服务人员的角色与地位 They are the service They are the firm in the customer’s eyes They are marketers Importance is evident in The Services Marketing Mix (People) The Service-Profit Chain The Services Triangle Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.  Boundary Spanners Interact with Both Internal and External Constituents Internal Environment External Environment Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 服务人员是服务传递者，是生产与消费的直接参与者，是实际交换活动的执行者． 服务人员是服务传递结果与过程的直接控制者，影响顾客感知服务质量和满意度。 1、技术性质量：顾客在他与服务业公司之间交易后所得到的实质内容。 2、功能性质量：是指服务的技术性要素是如何被移交的。 要时刻注意客户对事件结果和过程的预期，掌握足够灵活多变的应对技巧，始终把握服务局面控制权——互动节奏感的把握。 结论：服务人员是服务企业产品差异化的重要来源，对于服务企业具有极端重要性。 案例：新加坡航空、IBM、迪斯尼 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 三、Service Employees：跨边界角色的冲突