顾客期望不变条件下的满意度优化研究——以某教育机构为例
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摘要
如今,服务业在国民经济中的比重逐年攀升,顾客满意度受到广泛关注。本文假定顾客期望不变,以服务质量和服务创新、服务成本来阐释服务价值。系统构建满意度的概念模型、服务价值回归模型和服务价值优化模型,通过服务价值的提升实现满意度的优化。同时,将此模型应用于实践,通过实证分析某教育机构,提出相应的服务价值优化策略。
Nowadays, the proportion of service industry in the national economy has been rising year by year, and customer satisfaction has drawn wide attention. This article assumes that customer expectations remain unchanged, with service quality and service innovation,service costs to explain the value of services. The system constructs a conceptual model of satisfaction, service value regression model and service value optimization model to optimize satisfaction through the improvement of service value. At the same time, this model is applied to practice. Through the empirical analysis of an educational institution, the corresponding service value optimization strategies are put forward.
Nowadays, the proportion of service industry in the national economy has been rising year by year, and customer satisfaction has drawn wide attention. This article assumes that customer expectations remain unchanged, with service quality and service innovation,service costs to explain the value of services. The system constructs a conceptual model of satisfaction, service value regression model and service value optimization model to optimize satisfaction through the improvement of service value. At the same time, this model is applied to practice. Through the empirical analysis of an educational institution, the corresponding service value optimization strategies are put forward.
引文
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[2]Parasuraman,A.,Zeithaml,V.A.,&Berry,L.L.SERVQUAL:A multiple-item scale for m easuring consumer perceptions of service quality.Journal of Retailing,1988,64(1):12-37.
[3]Mc Dougall,G.H.,&Levesque,T.Customer satisfaction with service:Putting perceived value into the equation.Journal of Services Marketing,2000,14(5):392-410.
[4]Cronin,J.J.,Brady,M.K.,&Hult,G.T.M.Assessing the effects of quality,value,and customer satisfaction on consumer behavioral intentions in service environments.[J].Journal of Retailing,2000,76(2):193-218.
[5]Tax,S.S.,Stuart,F.I.,1997.Designing and Implementing new services:the challenges of integrating service systems.Journal of Retailing 73(1):105-134.
[6]舒伯阳,樊志勇.服务创新的价值贡献与方向选择[J].服务业管理,2006(9):79-83.
[2]Parasuraman,A.,Zeithaml,V.A.,&Berry,L.L.SERVQUAL:A multiple-item scale for m easuring consumer perceptions of service quality.Journal of Retailing,1988,64(1):12-37.
[3]Mc Dougall,G.H.,&Levesque,T.Customer satisfaction with service:Putting perceived value into the equation.Journal of Services Marketing,2000,14(5):392-410.
[4]Cronin,J.J.,Brady,M.K.,&Hult,G.T.M.Assessing the effects of quality,value,and customer satisfaction on consumer behavioral intentions in service environments.[J].Journal of Retailing,2000,76(2):193-218.
[5]Tax,S.S.,Stuart,F.I.,1997.Designing and Implementing new services:the challenges of integrating service systems.Journal of Retailing 73(1):105-134.
[6]舒伯阳,樊志勇.服务创新的价值贡献与方向选择[J].服务业管理,2006(9):79-83.