基于顾客导向的企业服务承诺的设计与实施

服务承诺(service guarantee)作为一种重要的营销手段,在各类企业中得到越来越广泛的使用。基于顾客导向的服务承诺的设计与实施,可以更好地满足顾客需求和增加购买意愿,有利于提高企业的服务质量和增强市场竞争力。在服务承诺的设计过程中,需要选择服务承诺的类型、设计具体流程;在服务承诺的实施过程中,需要对整个实施过程进行有效监控,具体包括加强顾客导向的服务过程管理、对服务失误进行补救以及服务承诺的效果评估和反馈优化。

The Design and Implementation of Service Guarantee Based on Customer Orientation

Service guarantee,as one of the important marketing means,is widely used in various types of enterprises.The design and implementation of service guarantee based on customer orientation can effectively meet customer needs and increase purchase intention,so as to enhance the service quality and competitiveness of enterprises.In the design process,the enterprises should select the type of the service guarantee and design specific process;Meanwhile,they should consider comprehensively a series of factors like service process management,service recovery,performance evaluation and feedback optimization when the enterprises intend to carry out service guarantee.