The Influence of Price-Based Measures on Perceived Service Value

Abstract

An investigation of perceived service value was conducted with specific reference to hospitality services. The influence of price-based measures on perceived service value was examined within the framework of the utilitarian theory. It was argued that price based measures of acquisition and transaction utilities may provide reasonable representation of perceived service value. The operationalization of acquisition and transaction utilities was elaborated upon and it was argued that within a service exchange context, acquisition utility may outperform transaction utility in explaining variance in the perceived value model. The results provided support for the argument. Managerial implications and future research directions are discussed.     

顾客体验对感知价值和顾客忠诚的影响

顾客体验、感知价值和顾客忠诚相关理论皆为比较成熟的理论,顾客体验对感知价值、顾客忠诚具有重要影响。现将顾客体验相关理论研究拓展至共享单车领域,同时对其提出合理化建议和针对性改进意见,结果表明此研究丰富了顾客体验维度理论,对共享单车企业的管理具有相关借鉴意义。     

Service Quality in Customer Relationships:

This article presents the results of a study of 205 service-related critical incidents in customer relationships in mechanical engineering companies. Information has been gathered from 15 Swedish companies, including Asea Brown Boveri Robotics, Atlas Copco, Bofors, Carlamo, Zander &; Ingesttorn and Wennmec. The selection has been made so as to obtain a spread as regards both tine of production and size of company.

The overall aim of the inquiry has been to increase the understanding of service-related critical incidents in the perspective of long-term, interactive customer relationships. What lies behind these situations? What effect do they have on the development of the selling process? How are customer relations affected? Critical incidents directly connected with the price or the hardware have not been included in this study.

‘Critical incident’ means a problematic, unpleasant situation which places special demands on the service-producing company's resources, especially on its personnel: for example, a customer meeting that fails to avoid friction. The customer may demand customer adaptation of the hardware, special training, special terms of guarantee, short delivery time or a special financing model. Other examples of critical incidents are agreements that have not been kept and missing or incorrect information.     

Customer Satisfaction,Service Quality and Perceived Value: An Integrative Model

The present study examines the relationships among customer satisfaction, service quality and perceived value. These variables are increasingly recognised as being sources of competitive advantage. However, little empirical research has been conducted to examine these variables simultaneously and their relationships with post-purchase behaviour. The present study was therefore designed to develop an understanding of the relationships among these variables and their influence on postpurchase behaviour. An integrative model was developed and tested using data collected from customers in the restaurant industry. The results reveal that customer satisfaction and perceived value significantly influence post-purchase behaviour. Implications of the findings and areas for future research are discussed.     

顾客参与对顾客感知价值的影响:基于心理账户理论

心理账户理论认为消费者在购买一个产品时会在心里打开一个账户,并倾向于在心理上将利益和损失结合起来,以规避和降低先前支出带来的损失痛苦感,因为在面临一项经济交易时,消费者遵循享乐主义加工的原则,追求利益最大化或满意最大化.文章从心理账户的禀赋效应和支付贬值视角探讨顾客参与对顾客感知价值影响的中间心理过程,以便我们更好地理解顾客参与怎样影响消费者得失感知以及消费者在参与中为什么倾向于放大利益感知和缩小损失感知,这对于企业的营销实践具有一定的指导意义.     

The Effect of Buyer Participation on Repurchase Intentions in Professional Service Relationships

Abstract

While there is a broad consensus that certain buyer attitudes are associated with the repurchase of professional services, comparatively little attention has been devoted to identifying the behaviors associated with such a repurchase. This study contrasts the predictive power of behaviors with those of attitudes for both established and new professional service relationships among 471 affluent customers. Behaviors, specifically behaviors which heighten participation in the service delivery process, are associated with positive repurchase intentions in new relationships. This study shows that professional service providers should encourage new buyers of their services to become involved in the specification and delivery of the service in order to increase positive repurchase intentions.     

Dimensions of Customer Value of Website Communication in Business-to-Business Relationships

The study aims at eliciting dimensions of customer value (CV) of website communication in business-to-business relationships. It draws upon the literature on CV and the interaction approach, utilizing a qualitative case study in the elevator industry. The study portrays seven dimensions of CV of website communication in business-to-business relationships: convenience, efficiency, competence, confidence, comfort, appreciation and enjoyment.     

基于顾客价值的服务企业竞争优势分析

随着市场营销领域“以顾客为导向”思想的建立,市场营销理念出现了从顾客满意、顾客忠诚到顾客价值的变化趋势。尤其对服务企业而言,顾客价值对企业获得和保持竞争优势起着至关重要的作用。通过对服务企业顾客价值的分类,构建基于顾客价值的服务企业竞争优势对服务企业的可持续发展有着重要的战略意义。     

The Perceived Value of Value Meals

Abstract

This study provides a new explanation as to why restaurants frequently sell value meals along with the meals' components separately. We argue that beyond the traditional economic model of extracting the surplus from customers with extreme valuation for particular dishes, mixed bundling unintentionally creates a decoy price effect. With mixed bundling, the value meal might seem more attractive than with pure bundling, generating more profits for the restaurant. The combination of extracting additional consumer surplus and the increased demand due to decoy pricing makes the mixed bundling strategy a highly valuable marketing tool for restaurants. We test the theory by measuring subjects' willingness to pay for value meals while varying the prices of the meal's components that appear separately on the menu. The results strongly support our prediction that customers' willingness to pay for a value meal can be manipulated by controlling the price of the components.     

物业服务质量对顾客价值及顾客忠诚的影响:居住档次的调节作用

在竞争日益加剧的市场环境中如何提供高质量的服务,提升顾客感知价值以及顾客忠诚度是企业获取竞争优势的关键所在.本文以物业服务行业为研究背景,建构服务质量各维度对顾客价值和顾客忠诚的影响机制模型,并检验居住档次对该模型的调节效应.研究结果表明:与其他行业的服务质量维度构成不同,物业服务质量由实体环境、专业保障、服务效率和人文关怀四个维度构成;实体环境对顾客忠诚产生正向显著影响,而专业保障、服务效率、人文关怀三个服务维度虽然对顾客忠诚没有显著的直接影响,但均通过顾客价值对其产生间接影响;顾客价值是解释服务质量影响顾客忠诚的重要中介变量;居住档次部分调节了实体环境、专业保障、服务效率和人文关怀对顾客价值及顾客忠诚的影响.     

第三方物流服务对客户物流成本影响的实证研究

供应链物流服务对于提升客户企业的竞争力,提高经营绩效具有重要的影响,特别是中国的企业,如何通过第三方良好的物流服务,强化供应链物流成本管理是当今企业在发展过程中的重大课题。本文在对以往物流客户服务管理进行理论回顾和归纳的基础上,针对中国企业的背景,利用多元回归分析探索了各种第三方物流服务影响因子对委托客户企业供应链物流成本管理绩效的影响,提出物流服务内容上的增值程度和物流服务水准上的贡献程度对于委托客户企业实现良好的供应链物流成本具有较高的影响,从而揭示了当今中国第三方物流如何从效率和效能两个方面入手提供良好的客户物流服务。     

The Components of Customer Service

Abstract

This paper attempts to identity and establish a taxonomy of generalizable components of customer service. It discusses and incorporates the works of previous authors studying customer service.

While the intent is to establish a generalizable set of customer service components, it should be recognized that this will not be all-inclusive for all industries, firms, or situations. Rather, this basic set of components should be used as a starting point for establishing the specific components in a given situation.     

The Strategy of Customer Service

This article explores the role of Customer Service in an organisation's marketing effort and suggests an approach to the development of appropriate strategies. Customer service here is defined in its broadest sense of providing ‘time and place utility’ which might more simply be expressed as the provision of ‘availability’.     

Factors Contributing to Internal Customer Satisfaction and Commitment in Quick Service Restaurants

Abstract

The fast-paced, highly competitive nature of quick service restaurants (QSRs) has motivated members of the industry to develop creative ways to optimize customer satisfaction. This search for competitive advantage has fueled an increased interest in employees as “internal customers” who are primarily responsible for external customer satisfaction. The hospitality industry is unique in that employees are part of the product; they directly provide the service component. This project surveyed over 900 hourly and salaried employees at 61 QSRs. The results indicate strategies and tactics to maintain satisfied and “actively” as well as “passively” committed employees. In turn these employees may be an employer's greatest marketing tool.     

顾客价值分析研究综述

<正>一、引言20世纪90年代顾客价值概念的提出,将市场营销理念推向了一个全新的高度。市场营销学大师菲利浦·科特勒(Philip Kotler)教授,将顾客价值视为市场营销的基石。     

顾客价值理论对饭店服务流程优化的启示

顾客价值已被视为饭店企业竞争优势的新来源。本文通过对顾客价值理论的梳理 ,及其饭店顾客价值的驱动因素分析 ,探讨了饭店企业服务流程优化的目标与思路 ,并用实例分析了饭店服务流程的优化、整合的过程和方法。     

专业市场内银行服务的顾客价值构成要素分析

本文针对国内营销管理学领域关于分行业分客户群体的顾客价值构成要素缺乏实证研究的现状,提出了基于专业市场的银行服务的顾客价值构成模型,并通过调查温州专业市场内客户对银行服务的需求及其对建设银行服务感知来检验此模型的有效性和建设银行服务的不足。研究发现,专业市场内客户的银行服务顾客价值与顾客价值构成模型有所偏差,据此修正为由核心利益、服务利益、影响利益、形式利益、期望利益、延伸利益等六大因子共26个变量组成的顾客价值构成模型;专业市场内客户对建设银行的服务感知基本良好,但在员工服务态度、贷款便利、业务办理时间等方面存在诸多欠缺,需要银行服务的进一步改进和提高。     

汽车服务业服务质量、顾客满意度与顾客忠诚度的实证分析

为了探讨汽车服务行业服务质量、顾客满意度与顾客认知、情感、意向、行为等四类忠诚度之间的关系,我们对广东省7家汽车4S店进行实证调查,结果发现:服务质量对顾客的认知、情感和意向忠诚度有直接的影响;顾客满意度对顾客四类忠诚度都有直接的影响,且顾客满意度对态度忠诚的影响大于其对行为忠诚的影响;在顾客四类忠诚度中,对顾客行为忠诚有直接影响的是认知忠诚和意向忠诚,其中意向忠诚的影响程度较大。     

The Role of Perceived Product Importance in Organizational Busyer-Seller Relationships

The focus of industrial marketing is shifting toward buyer-seller partnership and greater emphasis is being placed on nurturing these relationships. Partnerships imply intensive ties and complex interaction processes between buyers and sellers. This paper focuses on the affect that perceived product importance has on the complexity of partnership interaction processes. The findings indicate the perceived product importance leads to high levels of cooperation, information exchange and social exchange, in addition to extensive interoranganizational networks involving many functional areas and hierarchical levels. On the other hand, in the industry studied, it did not lead to a mutual commitment of resources. The seller made substantial investments in the relationships with their customers, whereas, in general, the buyers were not perceived as having done so     

试析顾客价值管理的涵义及特点

顾客价值管理日益受到重视。顾客价值管理以企业价值最大化为最终目标,重视提高顾客的忠诚度,以顾客价值创造为核心,通过五个层次为顾客创造价值;采用“由外而内”的思考方法,实行价值创新战略,业务流程再造及整合企业内外的资源和能力等一套系统化的方法来实现顾客价值创造,同时,顾客价值管理是一个连续不断的过程。