servicemarketing服务营销英文论文.pdf

servicemarketing服务营销英文论文

TheServiceEncounterJournalandAnalysis

1.Introduction

Unlikethetangibleproductsoutputbythemanufacturing

industry,serviceasakindofproduct,hasverydistinctivefeatures.

Serviceisactuallyaprocessofinput,transformationandoutput.

Ithasthefeaturesofintangibility,customerparticipation,

variability,lowentrybarriersanditcannotbetouchedandstored.

Servicemarketingmeanstheaseriesofactivitiesduringthe

marketingprocessinordertomeetconsumerdemands.Withthe

developmentofsocialdivisionoflabor,theprogressofscience

andtechnologyandpeoplesincreasinglivingstandard,therole

oftheservicemarketingintheenterprisemarketing

managementalsobecomesmoreimportant.(Zeithametal,2005)

Thisarticlewillusethebasictheoryofservicemarketing,

combinedwiththemypersonalcustomerexperience,toanalyze

andevaluatetheservicemarketingoffiveencounters,the

McDonalds,Starbucks,Esprit,IKEAandWindsorHotel,soasto

demonstratemyunderstandingtowardsthelinkbetween

servicesmarketingtheoryandpractice.

2.McDonald’s

2.1Theintangibilityofserviceprocesses

Formeasacommoncustomer,mypurposeofbuyingfood

fromMcDonald’srestaurantisnotonlygettingthefood,but

alsoexperiencingitshighqualityserviceandenjoyingthe

modernizedenvironmentandfacility.Atthetime,mygaining

includingenjoymentandhappinessisintangible.Thiskindof

gainingisachievedbythedesignoftherestaurant.Asaresult,

althoughapartofMcDonald’sserviceistangible,fromthe

customer’sperspective,theaimofourconsumingbehavioris

gettingatooltosolve