第五章旅游服务质量-通过研究了解顾客期望和感知.pptVIP

服务的一般研究目标Common Research Objectives for Services 检定不满意的顾客 To identify dissatisfied customers 发现顾客的要求和期望 To discover customer requirements or expectations 监测、追踪服务绩效 To monitor and track service performance 和竞争比较，衡量整个公司的绩效 To assess overall company performance compared to competition 衡量顾客期望和感知之间的距离 To assess gaps between customer expectations and perceptions 服务改变的有效性评估 To gauge effectiveness of changes in service 评估个人和小组的服务绩效，给予奖励 To appraise service performance of individuals and teams for rewards 来测定对新服务项目的期望 To determine expectations for a new service 检测一个产业中正在变化的期望To monitor changing expectations in an industry 预测未来的期望 To forecast future expectations 有效服务研究程序的标准Criteria for an Effective Service Research Program 服务质量测定Service Quality Measurement 在酒店和旅游业中测量服务质量的具体方式 Practical ways to measure service quality in the hospitality and tourism industry 管理观测 Management observation 员工反馈 Employee feedback 关键事件方式 Critical incident technique 意见卡 Comments cards 小组焦点访谈 Focus group 个人访谈 Personal interview 密秘顾客 Mystery shoppers 电话调查 /邮件调查 Telephone/Mail survey 重要性-行为表现分析（IPA）Importance-Performance analysis (IPA) 管理观测Management Observation 最简单、最便宜的方法 Simplest least expensive technique 管理者从执行者的职责中退一步以观察和分析许多客我交往行为 Managers take a step back from operational duties to observe analyze many interactions 优点： Advantage: 即时判定实践中的服务问题以及客户抱怨/不满的来源Identify real-time service problems and resources of customer complaints/inconvenience 使顾客的不便最小化 Minimal inconvenience to the customers 缺点： Disadvantage: 需要对观测人员进行高度的专门训练 Require highly specialized training for observers 对隐私权的侵犯引起了道德关注 Ethical concerns in relation to invasion of privacy 不断地受到来自管理者观测所带来的压力的胁迫 Intimidated by the constant pressure of management observation 员工反馈Employee Feedback 员工经常被用作收集关于客户感知信息的媒介 Employees are used as vehicles for gathering information about customer perceptions 每天或者每周以一对一作报告、部门会见或者员工报告卡片的形式反馈 Daily or weekly basis by means of on