顾客中心导向的服务营销管理
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摘要
无形性和过程性是服务的基本特性，决定了服务营销管理必须以“顾客”为中心；传统顾客概念在新的时代条件下是不充分的，单纯经济理性不足以解释顾客行为，顾客概念正经历着由单纯经济理性向综合社会性转变的过程；在服务营销战略模型中加入“顾客”这个元素，兼顾成本领先和差异化策略；顾客导向推动传统营销范式由4Ps向7Ps扩展、Ps范式向Rs演进，深度关系营销成为服务营销的核心理论；在顾客中心导向下整合服务营销管理措施，着重解决服务组织内部三大部门之间的合作问题，改进服务质量管理措施；整合营销传播(IMC)应该在服务营销管理实践中受到足够重视；在常用营销方法中融合文化、心理和伦理等社会性和人性化因素；信息技术对新的顾客观念、服务营销哲学和深度关系营销方法的整合和实现。
This paper identifies the intangibility and the continuance as the basic properties of service, which leads to a customer orientation in the services marketing. The traditional economic concept of
"customer" is not sufficient to interpret customer behavior in the modern and post-modern context. Meanwhile, the extended sociological
"customer" concept calls for a supplemented paradigm of 7Ps and a shift from Ps to Rs principle, where focused-relationship management forms the core of services marketing. Accordingly this study exams the dynamic adoption of general marketing devices including strategic services typology, integrated marketing communications, and cooperation patterns of individually functional departments within a service organization. This paper also addresses the technological intermediation: leveraging IT has the potential to reconfigure all of these approaches.
This paper identifies the intangibility and the continuance as the basic properties of service, which leads to a customer orientation in the services marketing. The traditional economic concept of
"customer" is not sufficient to interpret customer behavior in the modern and post-modern context. Meanwhile, the extended sociological
"customer" concept calls for a supplemented paradigm of 7Ps and a shift from Ps to Rs principle, where focused-relationship management forms the core of services marketing. Accordingly this study exams the dynamic adoption of general marketing devices including strategic services typology, integrated marketing communications, and cooperation patterns of individually functional departments within a service organization. This paper also addresses the technological intermediation: leveraging IT has the potential to reconfigure all of these approaches.
引文
1．詹姆斯A．菲茨西蒙斯，莫娜J．菲茨西蒙斯，《服务管理》，中国机械工业出版社，1999年，第2版
2．詹姆斯．赫斯克特、厄尔．萨塞、伦纳德．施莱辛格著，《服务利润链》，华夏出版社，2001年，第1版
3．曾国安，《战略市场营销》，东北财经大学出版社，2001年，第1版
4．科斯，《企业、市场与法律》，上海三联书店，1990年，第1版
5．尼古莱·J·福斯等，《企业万能》，东北财经大学出版社，1998
6．亨利·阿塞尔，《消费者行为和营销策略》，北京：机械工业出版社，2000
7．菲利普·科特勒．营销管理．上海：上海人民出版社，1999
8．Valarie A.Zeithaml,Mary Jo Bitne,Servlces Marketing,北京：机械工业出版社，1998
9. Christopher Lovelock, Jochen Wirtz and Hean Tat Keh, Services Marketing in Asia: Managing People, Technology And Strategy, 2002, the 4th edition
10. Lovelock, C.H., Managing Services:Marketing, Operations, Human Resources, Second Edition, Prentice-Hall, Inc., Englewood Cliffs, NJ, 1992
11. Valarie A. Zeithaml, Mary Jo Bitne. Services Marketing, U.S.A.: McGraw-Hill.1998
12. Lovelock, C. H., Product Plus: How Product+Service=Competitive Advantage, McGraw-Hill, 1994, New York, NY.
13. Bateson, J. E.G., "Why We Need Service Marketing" , in Ferrell O.C., Brown, S.W. and Lamb, C.W. (Eds), Conceptual and Theoretical Developments in Marketing, American Marketing Association, Chicago, IL, 1979
14. Shostack, G. L., "Breaking fre from product marketing", Journal of Marketing, Vol. 41, April
15. Berry, L.L., "Services marketing is different", Business, Vol. 30, May-June, 1980
16. Zeithaml, V. and Bitner, M. J., Service Marketing, The McGrao-Hall Companies,Inc., New York, NY, 1996
17. Rushton, A. and Carson, D., "The marketing of services: Managing the intangibles", European Journal of Marketing, 1989, Vol. 23
18. Levitt, "Marketing intangible products and product intangibles", Harvard Business Review, 1981, Vol. 59
19. Charlene Pleger Bebko, " Service intangibility and its impact on consumer expectations of service quality" , Journal of Service Marketing, 2000, Vol. 14, No.1
20. Levitt, "Marketing intangible products and product intangibles", Harvard Business Review, 1981, Vol. 59
21. Charlene Pleger Bebko," Service intangibility and its impact on consumer expectations of service quality" , Journal of Service Marketing, 2000, Vol. 14, No.1
22． G. Lynn Shostack, "Planning the Service Encounter", Journal of Marketing, 1977, Vol. 51, January
23． Carole F Surprenant and Michael R Solomon, "Predictability and Personalization in the Service Encounter" , Journal of Marketing, 1987, vol. 51, Winter
24． Morris, B. and Johndyon, R., "Dealing with inherent variability: the difference between manufacturing and service" , International Journal of Product ion Management, 1987, Vol. 7
25． Angus Laing, Barbara Lewis, Gordon Foxall, and Gillian Hogg, "Predicting a divers future: directions and issues in the marketing of services" , European Journal of Marketing, 2002, Vol. 36 No. 4
26． Griffths, J., Elson, B. and Amos, D., "A customer-supplier interaction model to improve customer focus in turbulent markets" , Managing Service Quality, 2001, Vol. 11 No. 1
27． Ekdahl, F., Gufstfsson, A. and Edvardsson, B., "Customer oriented development at SAS" , Managing Service Quality, 2001, Vol. 9 No. 6
28． Rosemary Batt, Strategic segmentation in front-line services: matching customers, employees and human resource systems, Int. J. of Human Resource Management, 2000, June
29． Keltner, B., "Strategic Segmentation in Services" , manuscript, May 1998
30． Gummesson, E., " The new marketing: developing long-tern interactive relationships" , Long Range Planning, Vol. 20, No. 4, 1987
31． Gronroos, C., "From marketing mix to relationship marketing: towards a paradigm shift in marketing", Management Decision, Vol. 32 No. 10, 1994
32． Gronroos, C., Service Management and Marketing, Lexington Books, Lexington, MA, 1990
33． Moller, K. and Halinen, A., " Relationship marketing theory: its roots and direction" , Journal of Marketing Management, Vol. 16, 2000
34． Batt, R., "Strategic segmentation in front-line services: matching customers, employees and human resource systems, The International Journal of Human Resource Management, 11:3 June, 2000
35． G. R. Gilbert and Ali M. Parhiagari, Organizational effectiveness indicators to support service quality, Managing Service Quality, 2000, Vol. 10 No. 1
36． Mattila, A., "The role of narratives in the advertising of services" , Journal of Services Research, Vol. 3 No. 1, 2000
37． Hofstede, G., Cultures and Organizations, HarperCollins, London, 1991
38． Xing, F., "The Chinese cultural system: implications for cross-cultural management", SAM Advanced Management Journal, Winter, 1995
39． Xu, Yurong, Yen, David et al., "Adopting customer relationship management technology" , Industrial Management & Data System, 102/8, 2002
40． Elson, B., Amos, D. and Griffiths, J., "Web enhanced soft services in the corporate sector" , Proceedings at WebNet 2000 Conference, San Antonio, TX.
41． Evans, P. B. and Wurster, T. S., "Strategy and the new economics of information" , Harvard Business Review, May-June
2．詹姆斯．赫斯克特、厄尔．萨塞、伦纳德．施莱辛格著，《服务利润链》，华夏出版社，2001年，第1版
3．曾国安，《战略市场营销》，东北财经大学出版社，2001年，第1版
4．科斯，《企业、市场与法律》，上海三联书店，1990年，第1版
5．尼古莱·J·福斯等，《企业万能》，东北财经大学出版社，1998
6．亨利·阿塞尔，《消费者行为和营销策略》，北京：机械工业出版社，2000
7．菲利普·科特勒．营销管理．上海：上海人民出版社，1999
8．Valarie A.Zeithaml,Mary Jo Bitne,Servlces Marketing,北京：机械工业出版社，1998
9. Christopher Lovelock, Jochen Wirtz and Hean Tat Keh, Services Marketing in Asia: Managing People, Technology And Strategy, 2002, the 4th edition
10. Lovelock, C.H., Managing Services:Marketing, Operations, Human Resources, Second Edition, Prentice-Hall, Inc., Englewood Cliffs, NJ, 1992
11. Valarie A. Zeithaml, Mary Jo Bitne. Services Marketing, U.S.A.: McGraw-Hill.1998
12. Lovelock, C. H., Product Plus: How Product+Service=Competitive Advantage, McGraw-Hill, 1994, New York, NY.
13. Bateson, J. E.G., "Why We Need Service Marketing" , in Ferrell O.C., Brown, S.W. and Lamb, C.W. (Eds), Conceptual and Theoretical Developments in Marketing, American Marketing Association, Chicago, IL, 1979
14. Shostack, G. L., "Breaking fre from product marketing", Journal of Marketing, Vol. 41, April
15. Berry, L.L., "Services marketing is different", Business, Vol. 30, May-June, 1980
16. Zeithaml, V. and Bitner, M. J., Service Marketing, The McGrao-Hall Companies,Inc., New York, NY, 1996
17. Rushton, A. and Carson, D., "The marketing of services: Managing the intangibles", European Journal of Marketing, 1989, Vol. 23
18. Levitt, "Marketing intangible products and product intangibles", Harvard Business Review, 1981, Vol. 59
19. Charlene Pleger Bebko, " Service intangibility and its impact on consumer expectations of service quality" , Journal of Service Marketing, 2000, Vol. 14, No.1
20. Levitt, "Marketing intangible products and product intangibles", Harvard Business Review, 1981, Vol. 59
21. Charlene Pleger Bebko," Service intangibility and its impact on consumer expectations of service quality" , Journal of Service Marketing, 2000, Vol. 14, No.1
22． G. Lynn Shostack, "Planning the Service Encounter", Journal of Marketing, 1977, Vol. 51, January
23． Carole F Surprenant and Michael R Solomon, "Predictability and Personalization in the Service Encounter" , Journal of Marketing, 1987, vol. 51, Winter
24． Morris, B. and Johndyon, R., "Dealing with inherent variability: the difference between manufacturing and service" , International Journal of Product ion Management, 1987, Vol. 7
25． Angus Laing, Barbara Lewis, Gordon Foxall, and Gillian Hogg, "Predicting a divers future: directions and issues in the marketing of services" , European Journal of Marketing, 2002, Vol. 36 No. 4
26． Griffths, J., Elson, B. and Amos, D., "A customer-supplier interaction model to improve customer focus in turbulent markets" , Managing Service Quality, 2001, Vol. 11 No. 1
27． Ekdahl, F., Gufstfsson, A. and Edvardsson, B., "Customer oriented development at SAS" , Managing Service Quality, 2001, Vol. 9 No. 6
28． Rosemary Batt, Strategic segmentation in front-line services: matching customers, employees and human resource systems, Int. J. of Human Resource Management, 2000, June
29． Keltner, B., "Strategic Segmentation in Services" , manuscript, May 1998
30． Gummesson, E., " The new marketing: developing long-tern interactive relationships" , Long Range Planning, Vol. 20, No. 4, 1987
31． Gronroos, C., "From marketing mix to relationship marketing: towards a paradigm shift in marketing", Management Decision, Vol. 32 No. 10, 1994
32． Gronroos, C., Service Management and Marketing, Lexington Books, Lexington, MA, 1990
33． Moller, K. and Halinen, A., " Relationship marketing theory: its roots and direction" , Journal of Marketing Management, Vol. 16, 2000
34． Batt, R., "Strategic segmentation in front-line services: matching customers, employees and human resource systems, The International Journal of Human Resource Management, 11:3 June, 2000
35． G. R. Gilbert and Ali M. Parhiagari, Organizational effectiveness indicators to support service quality, Managing Service Quality, 2000, Vol. 10 No. 1
36． Mattila, A., "The role of narratives in the advertising of services" , Journal of Services Research, Vol. 3 No. 1, 2000
37． Hofstede, G., Cultures and Organizations, HarperCollins, London, 1991
38． Xing, F., "The Chinese cultural system: implications for cross-cultural management", SAM Advanced Management Journal, Winter, 1995
39． Xu, Yurong, Yen, David et al., "Adopting customer relationship management technology" , Industrial Management & Data System, 102/8, 2002
40． Elson, B., Amos, D. and Griffiths, J., "Web enhanced soft services in the corporate sector" , Proceedings at WebNet 2000 Conference, San Antonio, TX.
41． Evans, P. B. and Wurster, T. S., "Strategy and the new economics of information" , Harvard Business Review, May-June