服务企业顾客期望管理

在服务企业里,顾客期望是指顾客对企业服务行为和服务绩效的预期和希望。容忍区域的存在,表明顾客期望是一个多维水平区间,在服务交互中,顾客期望是动态变化的。顾客期望受到许多关键因素的影响,管理顾客期望,可以为企业带来一系列营销效应。对服务提供者来说,促使期望显性化、有效承诺、平衡期望管理、期望区别管理、对不利期望及时修正、超越顾客期望等,不失为有效的管理策略。

Management of Customer Expectation in Service

Customer expectation is a desire for service behavior and service performance by customer. Zone of tolerance shows that customer expectation is in a multi-level area, and is in dynamic change in customer/provider interaction. Customer expectation is influenced by many key factors; the management of customer expectation can bring much marketing effects for business. For service providers, it will be an effective management strategy to put the potential customer expectation being obvious, to be effectively commitment, to balance the management of expectation, to distinguish the expectation, to put forward to service recovery, and to go beyond the customer expectation.