第五章 服务的有形展示策略 - [M 2011[M 2011...

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第五章 服务的有形展示策略
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 . 2011. 目录 服务有形展示的概述 服务有形展示的作用 服务场景的设计与管理 服务有形展示的策略
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 . 2011. 导入案例
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 . 2011. 5.1 服务有形展示的概述 有形展示之所以备受关注,主要是源于服务 的无形性特征所致。 在顾客购买商品以前,服务的有形展示作为 一个主要提示,影响着顾客的期望,也能影 响雇员。
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 . 2011. 5.1.1 服务有形展示概述 有形展示概念 是指一切可传达服务价值和服务特点的有形组 成部分。 无形服务 +“ 有形线索”:一切可传达服务特 色及优点、暗示企业提供服务的能力、可让 顾客产生期待或记忆的有形组成部分。
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 . 2011. 5.1.1 服务有形展示概述 服务有形展示一般要素
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 . 2011. 5.1.2 服务场景对行为影响理论 “ 刺激 —— 有机体 —— 反应”理论,框架中的 多维环境要素是刺激,顾客和员工是对刺激 做出反应的有机体,该环境下产生的行为是 反应。
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 . 2011. 5.1.2 服务场景对行为影响理论
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 . 2011. 5.1.3 服务有形展示的类型 根据有形展示能否被顾客拥有 边缘展示 (peripheral evidence) 是指顾客 在购买过程中能够实际拥有的展示。 核心展示 (essential evidence) 与边缘展示 不同,在购买和享用服务的过程中不能为顾客 所拥有。但核心展示却比边缘展示更重要,因 为在大多数情况下,只有这些核心展示符合顾 客需求时,顾客才会做出购买决定。
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 . 2011. 5.1.3 服务有形展示的类型 从有形展示的构成要素进行划分 实体环境: 影响环境的因素有周围因素、设计 因素和社会因素。 信息沟通: 这些来自公司本身以及其他引人注 意的沟通信息通过多种媒体传播、展示服务。 价格: 价格是对服务水平和质量的可见性展示。 价格成为消费者判断服务水平和质量的一个依 据。
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王跃梅,高海霞,陈颖,吕丽辉 . 服务营销 [M]. 杭州:浙江大学出版社 .
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