基于顾客期望与感知的服务营销战略研究

本文以顾客期望和感知相关理论研究成果为基础，结合服务营销的特殊性分析服务企业的营销战略问题，提出了基于顾客期望和感知的服务营销战略模型。根据该模型，服务企业确定自己的营销战略，必须明确锁定自己的服务对象，在理解顾客服务期望的基础上区别对待顾客期望并合理控制顾客期望，同时按照顾客期望设计并提供服务，才能实现顾客满意的目标。在顾客满意的基础上，服务企业可以通过有保留地承诺、突出服务传递维度的重点、利用服务补救的机会等策略超越顾客的服务期望，使顾客惊喜或感动以留住顾客，实现顾客的忠诚。

Research of service marketing strategic based on customer expectation and sensation

On basis of customer's expectation and the relation theories of sensation achievements,This article combining service marketing particular analysis with its strategy question,puts forward service enterprise marketing strategy pattern,according to expectation and the sensation of customers.In accordance with this pattern,the service enterprise must determine own marketing strategy and its own service objects.Only when the service enterprise understands the customer service distinguish the expectation of the ...