服务质量评估及提升研究
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摘要
21世纪，世界经济已经进入到了一个服务年代。服务业在国民经济和社会生活中的地位正在不断提高，各国之间的经济竞争已由产品竞争转向了服务竞争，而服务质量是服务企业的生命线。研究服务质量能够促进管理科学的进步，有利于宏观国民经济的健康发展，帮助服务企业获得巩固的市场竞争优势。
西方服务业的服务质量研究工作经历了传统管理、工业化方式和顾客化方式等阶段。在中国服务业的服务质量受到全社会的重视，但对此的研究和实践工作几乎还是空白，尚处于实践经验的积累分析、国外先进理论的介绍阶段。我们有必要奋起直追，填补空白。
在这样的一种背景下，本文引经据典，综述了国内外服务质量的研究历史及现状，归纳总结了有关顾客感知服务质量的基本概念，提出了研究服务质量应持有的科学的服务质量观。依据服务质量的差距模型，分析了我国企业服务质量差的原因，即存在四个差距，差距1：顾客期望与营销经理认识之间的差距；差距2：管理人员对顾客期望的认识与服务质量规范之间的差距；差距3：服务质量规范与服务传递之间的差距；差距4：服务传递与外部交流之间的差距。从服务企业的管理中去分析造成这一系列差距的原因，然后进行逐个弥补，缩小甚至消除这些差距，使服务质量达到顾客的期望。
依据服务及服务质量的特性，作者提出服务质量的评估原则，进而确定评价体系的变量设置；根据差距模型，提出一种简单易行的评价方法。并将此法用于实际的服务企业中加以验证，找出影响服务企业服务质量的瓶颈因素，加以改进提高。具体方略为：意识先行，树立服务观念，构建服务文化，以先进的文化影响每个员工；知识经济的来临，迫切需要推广知识服务：服务质量是顾客感知的结果，所以要管理服务承诺、管理顾客期望、改进顾客教育；加强服务补救，减少不满意。
World economy has been entering a service age in the 21 century. The status of service industry is continuously increasing in national economy and social living. The economical competition among all the countries has made its direction from products to service, while the service quality is the lifeline of service enterprises. The study on service quality can not only promote the progress of management science, for the healthy development of national economy, but also help enterprises to obtain solidified market rival superiority.
The study of service quality of west service industry experienced the orthodox management, the industrialization mode and client trend and so on. More attention has been paid to the service quality of service industry in China, but the concerning study and practice are almost blank. We live in the moment that practice experience is to be accumulated and analyzed, advanced overseas theories are to be introduced. We should strive to overtake them and fill up the blank.
On the basis of the background, this article summarizes the history and status of service quality at home and abroad, concludes the basic definition related to the service quality of customer perception, and puts forward the scientific concept of service quality that is studied. According to the gaps-model, the causes of low service quality in our service enterprises are analyzed, which rest with four gaps. The first gap is between the customer expectation and the marketing manager's cognition; the second gap is between the manager's cognition about customer expectation and the criterion of service quality; the third gap is between the criterion of service quality and the service delivery; the fourth gap is between the service delivery and the external communication. Causes made a series of gaps are analyzed during the management service enterprises, the reparation is processed one by one, gaps are reduced and even eliminated, customer expectation is to be met with service quality.
Evaluation principles of service quality are given based on traits of service and service quality, and the variable setting of estimate system is confirmed. According to the gaps model, a simple and valid method is given. The author put it into the practical service enterprises, and found the bottle-neck factors which influence the service quality of enterprises. The material improvement strategies are the following: above all, building service concept and constructing service culture; secondly, spreading knowledge service in dire need with the knowledge economy coming; thirdly, managing service promises, administering customer expectation and mending customer education; in the end, strengthening service remedy; lessening dissatisfaction.
西方服务业的服务质量研究工作经历了传统管理、工业化方式和顾客化方式等阶段。在中国服务业的服务质量受到全社会的重视，但对此的研究和实践工作几乎还是空白，尚处于实践经验的积累分析、国外先进理论的介绍阶段。我们有必要奋起直追，填补空白。
在这样的一种背景下，本文引经据典，综述了国内外服务质量的研究历史及现状，归纳总结了有关顾客感知服务质量的基本概念，提出了研究服务质量应持有的科学的服务质量观。依据服务质量的差距模型，分析了我国企业服务质量差的原因，即存在四个差距，差距1：顾客期望与营销经理认识之间的差距；差距2：管理人员对顾客期望的认识与服务质量规范之间的差距；差距3：服务质量规范与服务传递之间的差距；差距4：服务传递与外部交流之间的差距。从服务企业的管理中去分析造成这一系列差距的原因，然后进行逐个弥补，缩小甚至消除这些差距，使服务质量达到顾客的期望。
依据服务及服务质量的特性，作者提出服务质量的评估原则，进而确定评价体系的变量设置；根据差距模型，提出一种简单易行的评价方法。并将此法用于实际的服务企业中加以验证，找出影响服务企业服务质量的瓶颈因素，加以改进提高。具体方略为：意识先行，树立服务观念，构建服务文化，以先进的文化影响每个员工；知识经济的来临，迫切需要推广知识服务：服务质量是顾客感知的结果，所以要管理服务承诺、管理顾客期望、改进顾客教育；加强服务补救，减少不满意。
World economy has been entering a service age in the 21 century. The status of service industry is continuously increasing in national economy and social living. The economical competition among all the countries has made its direction from products to service, while the service quality is the lifeline of service enterprises. The study on service quality can not only promote the progress of management science, for the healthy development of national economy, but also help enterprises to obtain solidified market rival superiority.
The study of service quality of west service industry experienced the orthodox management, the industrialization mode and client trend and so on. More attention has been paid to the service quality of service industry in China, but the concerning study and practice are almost blank. We live in the moment that practice experience is to be accumulated and analyzed, advanced overseas theories are to be introduced. We should strive to overtake them and fill up the blank.
On the basis of the background, this article summarizes the history and status of service quality at home and abroad, concludes the basic definition related to the service quality of customer perception, and puts forward the scientific concept of service quality that is studied. According to the gaps-model, the causes of low service quality in our service enterprises are analyzed, which rest with four gaps. The first gap is between the customer expectation and the marketing manager's cognition; the second gap is between the manager's cognition about customer expectation and the criterion of service quality; the third gap is between the criterion of service quality and the service delivery; the fourth gap is between the service delivery and the external communication. Causes made a series of gaps are analyzed during the management service enterprises, the reparation is processed one by one, gaps are reduced and even eliminated, customer expectation is to be met with service quality.
Evaluation principles of service quality are given based on traits of service and service quality, and the variable setting of estimate system is confirmed. According to the gaps model, a simple and valid method is given. The author put it into the practical service enterprises, and found the bottle-neck factors which influence the service quality of enterprises. The material improvement strategies are the following: above all, building service concept and constructing service culture; secondly, spreading knowledge service in dire need with the knowledge economy coming; thirdly, managing service promises, administering customer expectation and mending customer education; in the end, strengthening service remedy; lessening dissatisfaction.
引文
[1] Chriaopher H. Lovelock. Service Marketing 3nd ed. New York: Prentice Hall, 1996.
[2] Hestand. R. Measuring the Level of Service Quality. Quality Progress, 1991(9): 55—59.
[3] Valarie A. Zeithaml, Mary Jo Bitner. Service Marketing: Integrating Customer Focus Across the Firm, 2nd ed. New York: McGraw-Hill Education, 2000.
[4] 李海洋，牛海鹏．服务营销．北京：企业管理出版杜，1996．
[5] James L. Heskett, W. earl Sasser, Leonard A. Schlesinger. The service Profit Chain. New York: The Free Press, 2000, 8-19.
[6] 汪纯孝，蔡浩然．服务营销与服务质量管理．广州：中山大学出版社，1996．
[7] 朱欣民．西方企业服务管理方略．成都：四川大学出版社，1996．
[8] 尹莉．当代西方服务业管理学．北京：经济科学出版社，1988．
[9] 冷毅，凌寒．改革开放中的第三产业．北京：经济科学出版社，1993(8)．
[10] Berry. L, Parasuraman. A. Listening to the Customer—the Concept of a Service—Quality Information System, Sloan Management Review, 1997(spring): 65—76.
[11] 赵平．用户满意理念的微观解释．中国质量，1997(2)：16-18．
[12] 伍小秦．服务质量特性与服务质量体系．世界标准化与质量管理，1997(7)．
[13] 朱立恩．与顾客接触是服务中的关键时刻．中国质量，1997(5)：9-11．
[14] (英)马丁．克里斯托弗．亚德伦佩恩，戴维巴伦廷．关系营销一一如何将质量、服务和营销融为一体．北京：中国经济出版社，1998．
[15] Hostage. G.M. Quality Control in a Service Business. HBR 1985(7-8): 98-106.
[16] 邱熊飞，武波．追求自我完善的质量体系．中国质量，1997(6)：30-35．
[17] 王光华．强调顾客与市场导向——97年度美国国家质量奖评审特点．上海质量，1997(10)：29-32．
[18] 蒲伦昌，哈灵顿．质量战略与知识经济．中国质量，1996(3)．
[19] Chase．RB．Where does the Customer Fit In a Service Operation．HBR 1978(11-12)：137—142．
[20] 华宏鸣，吕军等．加强有形证据管理，提高服务行业的服务质量．中国质量1997(8)．
[21] 朱立恩．服务---经济活动中的重要内容．中国质量，1997(8)：32—34．
[22] Fitzgerald. L. Management Performance Measurement In Service Industries. IJOPM Vol. 8: 109—116.
[23] 张旭．服务营销．北京：中国华侨出版社，2002(4)．
[24] 毛宏．浅谈服务行业的质量管理．中国质量，1997(1)
[25] 孙荣玲．服务行业的发展与国家竞争优势．中外科技政策与管理，1996(9)．
[26] 汪纯孝，胡在新等．服务利润链．中国第三产业，1997(8)：41—43．
[27] Babakus. E, Boller. G.W. An Empirical Assessment of the SERVQUAL scale. Journal of Business Research, 1992(5): 253-268.
[28] Bateson J. E.G. Managing Service Marketing: Text and Readings, 2nd ed. Orlando:Dryden press, 1992.
[29] (芬兰)鲁诺斯．服务市场营销管理．北京：复旦大学出版社，1998．
[30] Roger W. Schmenner. Service Operations Management. New York: Prentice Hall, 1995.
[31] Bolton R.H, Drew J.H. A Multistage Model of Customers Assessments of Service Quality and Value. Journal of Consumer Reserch, 1991(4): 375-384.
[32] 马莉，郭燕庆．银行市场营销中存在的误区及对策．当代经济科学，1999(6)．
[33] 李志忠．综合评分法在医院消毒质量评价中的应用．中国消毒学，1992(9)．
[34] 钱颂迪．运筹学．北京：清华大学出版社，1993：325-338．
[35] 姜莉，高凤岩．谈服务文化的创造．东北财经大学学报，2000(11)：22-23．
[36] 陈步峰．提高服务质量的最佳途径——构建服务文化．金融专递，2000(6)．
[37] 吕颜亮．关于知识服务的实践与思考．发展论坛，2000(1)：52-53．
[38] 吴凤芳．知识服务初探．经济师，2001(7)：164—165．
[39] Leonard. Berry, A. Parasuraman. Marketing Service: Competing through Quality. New York: The Free Press, 1991: 132-150.
[40] Paul S. Bender. Design and Operation of Customer Service Systems. New York: Amacom, 1986.
[41] John A. Czepieletal. Service Encounter. Lexington: MA, 1985: 243-253.
[42] (英)佩恩．服务营销．中信出版社，西蒙与舒斯特国际出版公司，1998．
[43] Frederick F. Reichheld, W. Earl Sasser. Jr. Zero Defections: Quality Comes to Services. Harvard Business Review, 1990(10).
[44] (美)菲利普．科特勒．营销管理一一分析、计划、执行和控制．上海：上海人民出版社，西蒙与舒斯特国际出版公司，1997．
[45] Charles B. Weinberg. Marketing Challenges: Cases and Exercises, 2nd ed. New York: McGraw-Hill, 1989.
[46] 周朝琦．ISO9000质量体系．北京：经济管理出版社，2000．
[47] 高学军． 客户关系管理全书．北京：中国统计出版社，2001．
[48] Peter Murley. Gower Handbook of Customer Service. Gower Publishing, 2000.
[49] 包惠，胡培，胡斌．服务价值分析及评价．软科学，2000(4)：20-23．
[50] 钟祥，沈晶玮．论服务营销管理．经济学研究，2000(3)：16-20．
[51] 鞠强．售后服务管理．企业管理，2001(11)：21-23．
[52] 薛云建，刘爱兰．以知识营销实现企业的顾客满意战略．经济管理，2001(21)．
[53] 李锐．关于服务过程质量管理的思考．旅游学刊，2001(1)，11-13．
[54] 靳医兵．知识经济与服务营销．商业经济文荟，2001(1)：16-19．
[55] 惠青山．论服务营销体系的构成．经济师，2001(1)：21-23．
[56] 戚闽粤．联想的关系营销．经济管理，1999(2)：26-29．
[57] 汪纯孝．内部营销和内部服务质量对外部服务质量的影响．旅游科学，2001(1)．
[2] Hestand. R. Measuring the Level of Service Quality. Quality Progress, 1991(9): 55—59.
[3] Valarie A. Zeithaml, Mary Jo Bitner. Service Marketing: Integrating Customer Focus Across the Firm, 2nd ed. New York: McGraw-Hill Education, 2000.
[4] 李海洋，牛海鹏．服务营销．北京：企业管理出版杜，1996．
[5] James L. Heskett, W. earl Sasser, Leonard A. Schlesinger. The service Profit Chain. New York: The Free Press, 2000, 8-19.
[6] 汪纯孝，蔡浩然．服务营销与服务质量管理．广州：中山大学出版社，1996．
[7] 朱欣民．西方企业服务管理方略．成都：四川大学出版社，1996．
[8] 尹莉．当代西方服务业管理学．北京：经济科学出版社，1988．
[9] 冷毅，凌寒．改革开放中的第三产业．北京：经济科学出版社，1993(8)．
[10] Berry. L, Parasuraman. A. Listening to the Customer—the Concept of a Service—Quality Information System, Sloan Management Review, 1997(spring): 65—76.
[11] 赵平．用户满意理念的微观解释．中国质量，1997(2)：16-18．
[12] 伍小秦．服务质量特性与服务质量体系．世界标准化与质量管理，1997(7)．
[13] 朱立恩．与顾客接触是服务中的关键时刻．中国质量，1997(5)：9-11．
[14] (英)马丁．克里斯托弗．亚德伦佩恩，戴维巴伦廷．关系营销一一如何将质量、服务和营销融为一体．北京：中国经济出版社，1998．
[15] Hostage. G.M. Quality Control in a Service Business. HBR 1985(7-8): 98-106.
[16] 邱熊飞，武波．追求自我完善的质量体系．中国质量，1997(6)：30-35．
[17] 王光华．强调顾客与市场导向——97年度美国国家质量奖评审特点．上海质量，1997(10)：29-32．
[18] 蒲伦昌，哈灵顿．质量战略与知识经济．中国质量，1996(3)．
[19] Chase．RB．Where does the Customer Fit In a Service Operation．HBR 1978(11-12)：137—142．
[20] 华宏鸣，吕军等．加强有形证据管理，提高服务行业的服务质量．中国质量1997(8)．
[21] 朱立恩．服务---经济活动中的重要内容．中国质量，1997(8)：32—34．
[22] Fitzgerald. L. Management Performance Measurement In Service Industries. IJOPM Vol. 8: 109—116.
[23] 张旭．服务营销．北京：中国华侨出版社，2002(4)．
[24] 毛宏．浅谈服务行业的质量管理．中国质量，1997(1)
[25] 孙荣玲．服务行业的发展与国家竞争优势．中外科技政策与管理，1996(9)．
[26] 汪纯孝，胡在新等．服务利润链．中国第三产业，1997(8)：41—43．
[27] Babakus. E, Boller. G.W. An Empirical Assessment of the SERVQUAL scale. Journal of Business Research, 1992(5): 253-268.
[28] Bateson J. E.G. Managing Service Marketing: Text and Readings, 2nd ed. Orlando:Dryden press, 1992.
[29] (芬兰)鲁诺斯．服务市场营销管理．北京：复旦大学出版社，1998．
[30] Roger W. Schmenner. Service Operations Management. New York: Prentice Hall, 1995.
[31] Bolton R.H, Drew J.H. A Multistage Model of Customers Assessments of Service Quality and Value. Journal of Consumer Reserch, 1991(4): 375-384.
[32] 马莉，郭燕庆．银行市场营销中存在的误区及对策．当代经济科学，1999(6)．
[33] 李志忠．综合评分法在医院消毒质量评价中的应用．中国消毒学，1992(9)．
[34] 钱颂迪．运筹学．北京：清华大学出版社，1993：325-338．
[35] 姜莉，高凤岩．谈服务文化的创造．东北财经大学学报，2000(11)：22-23．
[36] 陈步峰．提高服务质量的最佳途径——构建服务文化．金融专递，2000(6)．
[37] 吕颜亮．关于知识服务的实践与思考．发展论坛，2000(1)：52-53．
[38] 吴凤芳．知识服务初探．经济师，2001(7)：164—165．
[39] Leonard. Berry, A. Parasuraman. Marketing Service: Competing through Quality. New York: The Free Press, 1991: 132-150.
[40] Paul S. Bender. Design and Operation of Customer Service Systems. New York: Amacom, 1986.
[41] John A. Czepieletal. Service Encounter. Lexington: MA, 1985: 243-253.
[42] (英)佩恩．服务营销．中信出版社，西蒙与舒斯特国际出版公司，1998．
[43] Frederick F. Reichheld, W. Earl Sasser. Jr. Zero Defections: Quality Comes to Services. Harvard Business Review, 1990(10).
[44] (美)菲利普．科特勒．营销管理一一分析、计划、执行和控制．上海：上海人民出版社，西蒙与舒斯特国际出版公司，1997．
[45] Charles B. Weinberg. Marketing Challenges: Cases and Exercises, 2nd ed. New York: McGraw-Hill, 1989.
[46] 周朝琦．ISO9000质量体系．北京：经济管理出版社，2000．
[47] 高学军． 客户关系管理全书．北京：中国统计出版社，2001．
[48] Peter Murley. Gower Handbook of Customer Service. Gower Publishing, 2000.
[49] 包惠，胡培，胡斌．服务价值分析及评价．软科学，2000(4)：20-23．
[50] 钟祥，沈晶玮．论服务营销管理．经济学研究，2000(3)：16-20．
[51] 鞠强．售后服务管理．企业管理，2001(11)：21-23．
[52] 薛云建，刘爱兰．以知识营销实现企业的顾客满意战略．经济管理，2001(21)．
[53] 李锐．关于服务过程质量管理的思考．旅游学刊，2001(1)，11-13．
[54] 靳医兵．知识经济与服务营销．商业经济文荟，2001(1)：16-19．
[55] 惠青山．论服务营销体系的构成．经济师，2001(1)：21-23．
[56] 戚闽粤．联想的关系营销．经济管理，1999(2)：26-29．
[57] 汪纯孝．内部营销和内部服务质量对外部服务质量的影响．旅游科学，2001(1)．