服务的特征与服务质量管理

服务在社会经济中的作用与重要性与日俱增，服务质量已引起人们的广泛关注。由于服务产品具有与实体产品不同的特性，产生于制造业的传统的质量管理理论与方法在服务质量管理中的应用受到限制。根据服务的特征，改善服务质量，可从七个方面入手：重视服务产品的有形展示；适度的员工授权；重视了解顾客需求；加强服务的规范化；重视对服务人员的培训；在整个组织内倡导质量观念；将内部营销纳入到质量管理的范畴。     

浅谈保险中的服务营销

当今，企业之间的竞争已不只停留在产品竞争的层面，而是演化到了服务的竞争。服务营销在这个时代应运而生，并已进入整合时代。保险行业竞争激烈，企业必须学会像营销产品那样营销服务；企业欲成功操作服务营销，就必须洞悉并把握服务营销的趋势与脉搏。本文着重介绍了保险服务营销的本质、测量标准以及提升服务质量的基本措施。     

服务营销在零售业的应用性研究--以河南胖东来商贸集团为例

零售企业的发展越来越依赖于服务营销，通过对胖东来商贸集团的服务营销的研究，发现胖东来不满意就退货、为顾客提供尽可能多的免费服务、高效的服务团队、日趋完美的购物环境等给它带来了不断增强的竞争优势。本文运用服务营销的相关理论知识对胖东来进行了剖析。运用服务利润链分析了胖东来服务营销的组织实施，运用服务质量差距模型分析了其对服务质量的管理。     

论4P''''S营销组合在服务营销中的局限与调整

4P’S营销组合是企业为取得最佳的市场营销效果而对产品（Product）、价格（Price）、渠道（Place）和促销（Promotion）等企业可控营销手段的综合运用。它以有形产品的营销为前提，对具有不可感知性等特点的服务产品营销具有明显的局限性。服务市场营销组合应在4P’S营销组合基础上增加人（People）、有形展示（PhysicalEvidence）、过程（Process）、三个要素，即7P’S。     

构建银保合作的战略联盟模式

近几年来，我国银行保险取得了很大的发展，已成为保险公司的重要营销模式。然而，银行保险存在着险种单一，营销方式不规范，服务质量低下等问题，完善银行保险合作模式，既可以满足客户的“一站式”购买需求，又有利于银行保险品牌的建立。本文在此分析的基础上，提出了构建以客户服务为中心的银保合作战略联盟模式：一是设立银行客户服务中心，建立客户经理服务模式；二是加快银行保险电子化建设的步伐，建立客户资料体系；三是丰富银行保险品种，提供个性化服务；四是完善售后延续服务体系。     

商业企业服务营销战略研究

随着经济社会的深入发展，产品供求关系发生了质的变化，即从卖方市场过渡到买方市场，从厂商主权转变为消费者主权。商业企业要在激烈的竞争中获胜，须打造切实可行的服务营销战略。通过从开展绿色服务、控制服务质量、注重互动营销、营造服务特色四个方面入手，可以为商业企业的长远发展提出有效的服务营销路径选择。     

营销双元性、吸收能力与企业营销绩效

基于资源编排理论，高水平的营销开发与营销探索并不一定能够给企业带来更高的营销绩效。有鉴于此，本研究将营销双元性界定为营销开发与营销探索的平衡，同时在营销活动中进行开发与探索，并检验企业吸收能力对营销双元性的销售增长效应的调节作用。对广东省227家中小外向型民营企业进行问卷调查，并结合二手财务数据进行实证研究，结果表明：（1）营销双元性对企业销售增长的影响呈向上的凹形曲线；（2）高水平营销开发的企业中，营销双元性对销售增长的二次效应更强，即营销双元性对销售增长具有积极影响；（3）营销开发与营销探索通过营销双元性间接对企业销售增长产生影响。     

消费者认可移动营销的影响因素研究综述

目前关于消费者认可移动营销的研究尚未受到相应的重视，应对国外的研究进行必要的梳理，根据前人的研究，可将影响消费者认可移动营销的主要因素分为四类：（1）信息因素，包括信息的内容、时空、情景营销等客观因素；（2）个体因素，包括消费者的年龄、信息需求、知识结构、态度等主观因素；（3）消费者感知和控制因素，包括消费者的感知成本、感知价值、感知风险和消费者控制等决定因素；（4）移动设备及技术等辅助因素。     

所属企业债权过大成因及对策

本文在分析企业债权过大及成因的基础上，要真正形成资金→投入→产出→效益→扩大再生产的良性循环，就要认真做好以下工作：（１）提高营销人员对债权的认识；（２）增强营销人员的法制观念；（３）发挥财务人员的参谋助手作用；（４）成立＂法律服务组＂。     

满意理论创新：从CS到C‘S

由于“顾客”概念具有一定的虚拟性，而“消费”才是同经营相对称而具体实在的概念，因此企业经营应从传统的令顾客满意而发展为令消费满意，消费满意（C'S”包括对企业的满意（MS），行为满意（BS）和视觉形象满意（VS），企业要实现消费满意，就必须实现消费满意营销（C'SM），须采取相应的措施，特别是要对树立服务意识并深化满意营销的服务手段。     

Furthering the integration of marketing and logistics through customer service in the channel

Recent emphasis on customer service in both the academic and trade literature reveals a growing but confusing body of knowledge. Both the marketing and logistics disciplines have offered varying definitions of customer service, but have failed to offer a comprehensive framework which represents customer service and its related marketing and logistics issues. This article offers the viewpoint that customer service is a conceptual unifying factor for integrating marketing and logistics. The channel system is introduced as the vehicle by which buyer/seller relationships must be analyzed to understand formation of buyer expectations, interaction of marketing and logistics activities, and subsequent customer service performance. The institutional, behavioral, and physical dimensions of channel activity influence many of the marketing and logistics decisions made by management. The framework offered in this article differs from previous efforts in that customer service is the output of the unified activities of marketing and logistics. It considers marketing and logistics decisions jointly, re-evaluates and expands the production function in logistics, and ties customer service to customer satisfaction or dissatisfaction.     

Customer relationship dynamics: Service quality and customer loyalty in the context of varying levels of customer expertise and switching costs

As customer-organization relationships deepen, consumers increase their expertise in the firm’s product line and industry and develop increased switching costs. This study investigates the effects of customer investment expertise and perceived switching costs on the relationships between technical and functional service quality and customer loyalty. Technical service quality is hypothesized to be a more important determinant of customer loyalty than functional service quality as expertise increases. Both technical and functional service quality are hypothesized to have a reduced relationship with customer loyalty as perceived switching costs increase. Three-way interactions between the main effects of service quality, customer expertise, and perceived switching costs yield additional insight into the change in relative importance of technical and functional service quality in customers’ decision to be loyal. Six of eight hypotheses receive support. Implications are discussed for customer relationship management over the relationship life cycle. Simon J. Bell (s.bell@jims.cam.ac.uk; Ph.D., University of Melbourne) is a university lecturer in marketing at the Judge Institute of Management, the business school of the University of Cambridge. His research has appeared in theJournal of the Academy of Marketing Science, the Journal of Retailing, theJournal of Business Research, Industrial Marketing Management, andMarketing Theory, among others. His.areas of research interest include organizational learning, sales force management and internal marketing, services and relationship marketing, and corporate social responsibility. Seigyoung Auh (sauh@brocku.ca; Ph.D., University of Michigan) is an assistant professor of marketing at Brock University, Ontario, Canada. His research has been published in theJournal of Economic Psychology, theJournal of Business to Business Marketing, theJournal of Services Marketing, theJournal of Marketing Management, Industrial Marketing Management, and others. His research interests are in application of a resource-based view to marketing strategy, top management team diversity and marketing strategy, customer orientation (customer satisfaction) and loyalty, interface between marketing and entrepreneurship, and services and relationship marketing. Karen Smalley (B.Comm. Hons, University of Melbourne) is an honors graduate in marketing at the University of Melbourne.     

Antecedents to customer expectations for service recovery

Selected antecedents of customers’ service recovery expectations are considered in this study. A conceptual model is proposed in which customer perceptions of service quality, customer satisfaction, and customer organizational commitment function as antecedents to service recovery expectations. The proposed model was tested with covariance structure analysis. The results support the hypothesized relationships, suggesting that service quality and customer organizational commitment have direct effects on customer service recovery expectations and that customer satisfaction has an indirect effect on service recovery expectations. He received his doctorate in marketing from the University of Kentucky. His research interests include services marketing and ethics. His research has been published in theJournal of the Academy of Marketing Science, Journal of Retailing, and theJournal of Business Research. He received his doctorate in industrial and organizational psychology from Virginia Tech University. His research interests include service quality with a focus on health care settings. His research has been published in theJournal of Management, Organizational Behavior and Human Decision Processes, andMedical Care Review.     

Determinants of online channel use and overall satisfaction with a relational,multichannel service provider

This study examines what drives customers' use of an online channel in a relational, multichannel environment. The authors propose a conceptual model of the determinants of online channel use and overall satisfaction with the service provider. They then conduct two large-scale studies in different service contexts to test the model. The results show that Web site design characteristics affect customer evaluations of online channel service quality and risk, which in turn drive online channel use. Customers' overall satisfaction with the service provider is determined by the service quality provided through both the online channel and the traditional channel. The results offer insights into the trade-offs that multichannel service providers face as they attempt to influence online channel use while maintaining or enhancing overall customer satisfaction. Mitzi M. Montoya-Weiss (m_mw@ncsu.edu) (Ph.D., Michigan State University) is a professor of marketing in the Department of Business Management at North Carolina State University. Her research interests include new product development and adoption, virtual teams, and knowledge management. Her research has appeared inMarketing Science, Management Science, Decision Sciences, theAcademy of Management Journal, theJournal of Product Innovation Management, and other scholarly journals. She has taught courses in marketing management, product and brand management, and management of technology. Glenn B. Voss (gvoss@ncsu.edu) (Ph.D., Texas A&M University) is an associate professor of marketing in the Department of Business Management at North Carolina State University. His research interests include relationship and services marketing, creativity and entrepreneurship, and retail pricing strategies. His research has appeared in theJournal of Marketing, Organization Science, theJournal of Retailing, Marketing Letters, theJournal of the Academy of Marketing Science, and other scholarly journal. He currently serves on the editorial review board of theJournal of the Academy of Marketing Science and has served as an ad hoc reviewer for theJournal of Marketing, theJournal of Marketing Research, theJournal of Retailing, and theJournal of Business Research. He has taught courses in marketing strategy, electronic marketing, and nonprofit management in MBA programs in the United States and Europe. Dhruv Grewal (dgrewal@babson.edu) (Ph.D., Virginia Polytechnic Institute) is the Toyota Chair in E-Commerce and Electronic Business in Babson College. His research and teaching interests focus on e-business, global marketing, value-based marketing strategies, and understanding the voice of the customer (market research). He is also co-editor of theJournal of Retailing. He has published more than 50 articles in outlets such as theJournal of Marketing, theJournal of Consumer Research, theJournal of Marketing Research, and theJournal of Retailing. He currently serves on the editorial review boards of theJournal of Marketing, theJournal of Retailing, theJournal of Public Policy & Marketing, and theJournal of Product and Brand Management.     

Relationship marketing: The strategy continuum

Conclusion Few service firms will apply a pure transaction marketing strategy. Even highly standardized service operations include direct contacts with customers, and the customers do perceive the production and delivery process. Hence there are part-time marketers and functional quality effects, so we cannot talk about a pure transaction marketing situation. However, the more standardized the process is, the more dominating is the core service and the technical quality of the outcome of the production and delivery process and the less difficult it is to manage the personnel from a marketing point of view. Firms can position their strategic approach along the strategy continuum, and the more a relationship-type strategy is called for, the more has to be invested in interactive marketing, the functional quality impact, and internal marketing. In such a situation, it is at the same time more important to create information systems where the firm is managing its customer base directly and not relying on market share statistics and ad hoc customer surveys. Christian Gr?nroos, a former visiting professor at Arizona State University and a research fellow at the First Interstate Center for Services Marketing there, is currently a professor of marketing at the Swedish School of Economics and Business Administration in Finland, where he also is head of the marketing department. He has published extensively within the areas of service management and marketing and relationship marketing. He has published seven books and numerous articles in English, German, Spanish, Italian, Portuguese, Russian, Chinese, Dutch, Finnish, Swedish, Danish, and Norwegian.     

关系营销对电子零件交易信任的影响

以关系质量作为中间变量,讨论顾客的信任、承诺、满意与关系营销之间的关联性,关系质量与顾客忠诚之闻的关联性和关系营销对电子渠道产业的顾客忠诚的影响,实证研究得出互动关系、专业知识和顾客知觉支持都显著影响关系质量。     

国外有关顾客参与的研究综述与发展方向

顾客参与已成为近年来国际营销学研究热点之一,西方学者针对顾客参与的研究取得了丰硕成果。通过对顾客参与的概念界定,顾客参与的过程和构成维度,企业管理学和服务营销学角度中有关顾客参与的角色,顾客参与的各种投入和强度等方面的国外顾客参与相关研究成果进行全面梳理,可以发现现有研究对顾客参与概念、顾客参与维度和测量均未形成一致观点,顾客参与的角色不清晰,缺乏系统、动态视角的观点。未来研究中应准确定位顾客参与的概念和维度,探索服务员工对顾客参与的影响、参与结构的效用,重点推进服务供应系统的顾客参与,关注服务供应环境。     

Customer value,satisfaction, loyalty,and switching costs: An illustration from a business-to-business service context

Although researchers and managers pay increasing attention to customer value, satisfaction, loyalty, and switching costs, not much is known about their interrelationships. Prior research has examined the relationships within subsets of these constructs, mainly in the business-to-consumer (B2C) environment. The authors extend prior research by developing a conceptual framework linking all of these constructs in a business-to-business (B2B) service setting. On the basis of the cognition-affect-behavior model, the authors hypothesize that customer satisfaction mediates the relationship between customer value and customer loyalty, and that customer satisfaction and loyalty have significant reciprocal effects on each other. Furthermore, the potential interaction effect of satisfaction and switching costs, and the quadratic effect of satisfaction, on loyalty are explored. The authors test the hypotheses on data obtained from a courier service provider in a B2B context. The results support most of the hypotheses and, in particular, confirm the mediating role of customer satisfaction. Shun Yin Lam (asylam@ntu.edu.sg; fax: 65-6791-3697) is an assistant professor of marketing and international business in the Nanyang Business School at Nanyang Technological University in Singapore. Lam received his Ph.D. from the University of Western Ontario and has research interests in a number of areas including retail marketing, customer loyalty, and customers’ adoption and usage of technology. His work has appeared inMarketing Science, theJournal of Retailing, theInternational Journal of Research in Marketing, andAdvances in Consumer Research. Venkatesh (Venky) Shankar (vshankar@rhsmith.umd.edu) is Ralph J. Tyser Fellow and an associate professor of marketing in the Smith School of Business at the University of Maryland. His areas of research are e-business, competitive strategy, international marketing, pricing, new product management, and supply chain management. His research has been published or is forthcoming in theJournal of Marketing Research, Marketing Science, theJournal of Marketing, theStrategic Management Journal, theJournal of Retailing, theInternational Journal of Research in Marketing, theJournal of Public Policy and Marketing, andMarketing Letters. he is co-editor of theJournal of Interactive Marketing; associate editor ofManagement Science; and serves on the editorial boards ofMarketing Science, theJournal of Marketing, theInternational Journal of Research in Marketing, theJournal of Retailing, and theJournal of Academy of Marketing Science. He is a three-time winner of the Krowe Award for Outstanding Teaching and teaches Marketing Management, Digital Business Strategy, Competitive Marketing Strategy, and International Marketing (http://www.venkyshankar.com). M. Krishna Erramilli (amkerramilli@ntu.edu.sg) is an associate professor of marketing and international business in the Nanyang Business School at Nanyang Technological University in Singapore. He has undertaken many studies on marketing strategy issues in service firms, particularly in an international context, and has published his work in journals like theJournal of Marketing, theJournal of International Business Studies, theColumbia Journal of World Business, and theJournal of Business Research. He has presented numerous papers at international conferences. His current research interests center on the international expansion of Asia-based service firms. Bvsan Murthy (abmurthy@ntu.edu.sg) is an associate professor of marketing and international business in the Nanyang Business School at Nanyang Technological University in Singapore. Prior to turning to the academe a decade ago, he had 20 years of international industry experience. He has published in journals likeThe Cornell H.R.A. Quarterly and theInternational Journal of Contemporary Hospitality Management and has also written industry white papers/monographs and chapters in books. His current research interests center on strategic services marketing/management and customer value management.     

快餐业服务质量对顾客忠诚影响的实证研究

服务质量是影响顾客忠诚的重要因素,是近年服务营销领域研究的热点课题。选取接受快餐业服务的顾客为调研样本,运用因子分析、结构方程模型等统计分析方法,从多维度来研究服务质量与顾客忠诚的关系。结果表明,快餐业服务质量由有形性、响应性、可靠性、保证性和移情性五个维度组成,各个维度对顾客忠诚的影响效果是不同的。     

Linking employee confidence to performance: A study of self-managing service teams

The increasing implementation of self-managing teams (SMTs) in service delivery suggests the importance of developing confidence beliefs about a team’s collective competence. This research examined causality in the linkage between employee confidence beliefs and performance for boundary-spanning SMTs delivering financial services. The authors distinguish between task-specific (i.e., team efficacy) and generalized (i.e., group potency) employee confidence, as well as between customer-based (i.e., customer-perceived service quality) and financial (i.e., service revenues) performance. They analyzed employee and customer survey data as well as financial performance data from 51 SMTs at two points in time using lagged analyses. The findings reveal divergent results for team efficacy and group potency, suggesting that team efficacy has reciprocal, causal relationships with service revenues and customer-perceived service quality. In contrast, group potency has no causal relationship with service revenues. Finally, customer-perceived service quality predicts group potency, whereas no evidence for the reverse effect is provided. Ad de Jong (a.d.jong@tm.tue.nl) is an assistant professor in the Department of Organization Science & Marketing, Eindhoven University of Technology, Eindhoven, the Netherlands. His main research interests are service marketing and management, the service-profit chain, multilevel theory and research, and multichannel research. He has published in journals such asManagement Science, theJournal of Marketing, theJournal of Retailing, theInternational Journal of Research in Marketing, Decision Sciences, theJournal of Management Studies, and theJournal of Service Research, as well as many conference proceedings. Ko de Ruyter (k.deruyter@mw.unimaas.nl) is a professor of marketing and head of the Department of Marketing at Maastricht University, Maastricht, the Netherlands. He has published six books and numerous scholarly articles in, among others, theJournal of Marketing, Management Science, theJournal of Retailing, theInternational Journal of Research in Marketing, Decision Sciences, Marketing Letters, theJournal of Management Studies, theJournal of Business Research, theJournal of Economic Psychology, theJournal of Service Research, theInternational Journal of Service Industry Management, Information and Management, theEuropean Journal of Marketing and Accounting, andOrganisation andSociety. He serves on the editorial boards of various international academic journals, including theJournal of Service Research and theInternational Journal of Service Industry Management. His research interests concern international service management, e-commerce, and customer satisfaction and dissatisfaction. Martin Wetzels (m.wetzels@mw.unimaas.nl) is a professor of marketing and supply chain research in the Department of Marketing at Maastricht University, Maastricht, the Netherlands. His main research interests are customer satisfaction and dissatisfaction, customer value, services marketing, business-to-business marketing, (online) marketing research, supply chain management, cross-functional cooperation, e-commerce, new product development, technology infusion in services, and relationship marketing. His work has been published inManagement Science, Marketing Letters, the International Journal of Research in Marketing, theJournal of Business Research, theJournal of Interactive Marketing, theJournal of Economic Psychology, Industrial Marketing Management, theEuropean Journal of Marketing, theJournal of Management Studies, andTotal Quality Management. He has contributed more than 60 papers to conference proceedings.