文档介绍：通过研究了解顾客期望和感知
Understanding Customer Expectations and Perceptions Through Research
mon 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 pany pared petition
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
包括统计上的有效性
包括定性研究
以一个合适的频率发生
研究目标
包括顾客期望和感知
包括忠诚和行为意图的测量
包括定量研究
信息成本和价值的平衡
优先性或重要性的衡量
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
ments 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 plaints/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