无形的服务是顾客在评价服务质量的最大障碍。消费者可以将如何评价他们不能看到的东西,感觉,品味,甚至听到了吗?大量的消费者缺乏知识和技能在许多类型的服务质量的评价。客户必须因此大量的信仰在完整性和服务提供者的能力。尽管评估质量是非常复杂的,服务质量似乎只有这样客户可以试验服务。出于这个原因,服务营销人员的态度和行为完全取决于消费者如何评价服务质量。
在提供高水平的客户服务,组织必须考虑以下关键问题,接下来将讨论:了解客户的期望,服务质量标准的建立,管理客户服务的期望;和员工绩效的测量。
衡量服务质量的主要困难是,服务的质量取决于组织的理解和符合客户的期望。困难仍在提供高水平的客户服务组织必须制定客观的理解客户的期望。这包括发展中服务属性,客户使用服务提供者之间的评估和试验。例如,当评估一个网站,客户将形成意见信息的可用性和内容,易用性和可用性,图形样式,隐私和安全,实现等等(营销科学院学报,2002,第359页)。虽然有无限数量的潜在范围的服务属性,可以区分五个相同维度客户使用评估服务的质量。这些维度包括:可靠性(一致性和可靠性,客户的评估标准依赖如果服务在正确的时刻开始/结束或者客户正确宣传例如);有形资产(有形的线索,可以用作意味着购买前评估服务质量,例如设备的条件或前提);响应(意愿和能力的组织提供服务,例如,如果服务提供及时);保证(信任和信心,客户在服务提供者);和移情(保健和服务提供者所表达的注意力,例如如果组织关心客户的利益)。
澳洲南澳大学论文代写:无形服务
The intangible nature of the service is the biggest obstacle for customers in evaluating service quality. How would consumers be able to evaluate something that they cannot see, feel, taste or even hear? A massive amount of consumers lack knowledge and skills in the evaluation of the quality of many types of services. Customers must consequently place a great deal of faith in the integrity and competence of the service provider. Though evaluating quality is very complex, service quality appears to be the only way customers can trial a service over another. For this reason, services marketers’ attitudes and behaviour are fully dependent on how consumers judge service quality.
In delivering high levels of customer service, organisations must consider the following key issues that will be discussed next: the understanding of customers’ expectations; the establishment of service quality standards; the management of customers’ service expectations; and the measurement of employee performance.
A major difficulty in measuring service quality is that the quality of a service depends on the organisation’s understanding and conforming to the customers’ expectations. The difficulty remains in to deliver high levels of customer service an organisation must develop an objective understanding of customer’s expectations. This involves developing service attributes that customers use to evaluate and trial between service providers. For example, when evaluating a website, customers will form opinions about the availability and the content of information, the ease of use or usability, the graphic style, the privacy/security, the fulfillment, and much more (Journal of the Academy of Marketing Science; 2002, page 359). Though there is an unlimited amount of potential ranges of services attributes, it is possible to distinguish five common dimensions that customers use to evaluate the quality of a service. These dimensions include: reliability (consistency and dependability, customers’ evaluation criteria relies on if the service begins/finishes at the right moment or if customers are correctly billed for example); tangibles (tangible cues that can be used as a means to evaluate service quality prior to purchase, for example the condition of equipment or of the premises); responsiveness (willingness and ability of the organisation to provide the service, for example if the service is provided promptly); assurance (trust and confidence that the customer has in the service provider); and empathy (care and attentiveness expressed by the service provider, for example if the organisation cared about customers’ interests).