service marketing 服务营销英文论文Word格式.docx
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service marketing 服务营销英文论文Word格式.docx
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sincreasinglivingstandard,theroleoftheservicemarketingintheenterprisemarketingmanagementalsobecomesmoreimportant.(Zeithametal,2005)Thisarticlewillusethebasictheoryofservicemarketing,combinedwiththemypersonalcustomerexperience,toanalyzeandevaluatetheservicemarketingoffiveencounters,theMcDonald'
s,Starbucks,Esprit,IKEAandWindsorHotel,soastodemonstratemyunderstandingtowardsthelinkbetweenservicesmarketingtheoryandpractice.
2.McDonald’s
2.1Theintangibilityofserviceprocesses
Formeasacommoncustomer,mypurposeofbuyingfoodfromMcDonald’srestaurantisnotonlygettingthefood,butalsoexperiencingitshighqualityserviceandenjoyingthemodernizedenvironmentandfacility.Atthetime,mygainingincludingenjoymentandhappinessisintangible.Thiskindofgainingisachievedbythedesignoftherestaurant.Asaresult,althoughapartofMcDonald’sserviceistangible,fromthecustomer’sperspective,theaimofourconsumingbehaviorisgettingatooltosolveproblemsratherthangettingtheitems.AsfortheMcDonald’s,theysellhappinessratherthanhamburgers,liketheirsloganI'
mlovin'
it.
2.2Productionandconsumptiontakeplacesimultaneously
Formanyotherindustries,theproductionanduseofproductsaretwodifferentstagesandhappenindifferentplaces.Customerscannotdirectlygetinvolvedintheproductionsystem.Butingeneraltheserviceproductionandconsumptionaresimultaneous.(Vargo&
Lusch,2004).Forexample,eatinghamburgersatMcDonald'
sisthetimeofconsumption.Whenstopeating,theproductionandconsumptionwillstopatthesametime.OnlywhenthecustomerscometoconsumecanMcDonald’sservicesbeproduced,theirserviceprocessistheproducts.Thisfeaturemakestheserviceproductnoteasytocontrolthequality,itneedscustomerstoqueueupasabuffer.EverytimeIgotoMcDonald'
s,thewaitingisveryshort,lessthantwominutes.Besidesthestaffwillprovidemethefoodwithinoneminute.Thereforequick,friendlyandreliableservicehasbecomeasymbolofMcDonald'
s.
2.3Theservicecannotberestoredtheaboveanalysisweknowthat,itisthesimultaneityofproductionandconsumptionthatmaketheservicescannotbestoredusually.WhenMcDonald'
srestaurantsopen,theirbasiccosthasbeenfixed(rent,infrastructure,staffwagesandsoon).Eveniftherestauranthavealotofemptyseats,aslongasadaypassestheycannotbereused,sotheopportunitytogetprofitfromproductioncapacityhascompletelydisappeared.Howeverfromcyclicaldemandofcustomers,manyguestscannotfindseatsduringtherushhour,whileattheoff-peakperiod,customernumberisobviouslyinsufficient,sotherestaurantswastealotoffixedcost.McDonald'
shassomerulessuchastheshelflifeofburgersis10minutes,Frenchfriesis7minutes,iftheycannotbesoldwiththeregulatedtimetheywillbethrownintothegarbage.ButMcDonald’stakessomemeasurestoadjusttheserviceabilitysuchashiretemporaryworkersandincreasetheself-serviceways.Italsousesomestrategiestoachievestabledemandssuchasprovidingappointmentsandpricetemptation.
2.4Customersparticipateintheserviceprocess
Theconcept‘Customersareinyourfactory’isverycommonamongserviceindustries.Inmostcases,customersactivelyorpassivelygetinvolvedintheserviceprocess.InMcDonald'
sstores,inadditiontogettinggreetingsfortherestaurantstaffwhileorderingfood,customerswillnotgetotherspecificservices.Theyneedtogetfood,findseatsandlitterthegarbageallbythemselves.
Allinall,asaleaderofthefastfoodindustry,McDonald’sembodiesallkindsofcharacteristicsoftheservicemarketing.Inordertoavoidthenegativeimpactoftheservicemarketing,ittakesallkindsofmeasuretocontrolrisksandexpandbusiness.(Grö
nroos,2001)
3.Starbucks
3.1ThetangibilityofStarbucks’services
Starbuckshasstrictrequirementstotheemployees.Theyarerequiredtounderstandthebasicknowledgeofcoffeeandevenmoredelicateones,andtheyshouldenthusiasticallysharecustomerswiththecoffee-relatedinformation,suchashowtodeterminewhenisthebesttimingtotastethecoffee.Ofcourse,thereissmileontheirfacesallthetime.Inaddition,theinteriordesignoftheStarbuckshasverystrictstandardsaswell.Althoughinthesamecity,differentStarbucksstoresaredecoratedwithdifferentstyles,buttheyallneedtomeetthedemandofachievingtheharmonyofnatureandcustomers.(Edgett&
Parkinson,1993)
3.2ThestandardizationofStarbucks’services
Exceptforthecoffee,Starbucksalsoselleverythingrelevanttocoffeeinthestores.Suchasvariousflavorsofcoffeebeans,coffeemachines,creativecoffeecupsandfreshroastedcakes.Accordingtothestorestaff,Starbuckspaysmuchattentiontothequalityoftheproducts,whethertheprocurementandtransportationoftherawbeans,theprocessofbaking,mixingwithingredientsandwaterfilter,orfinallyprovidethecoffeetothecustomers,everythingmomentmustmeetthemoststringentrequirements.Atthesametime,anycoffeemakingequipmentsStarbuckssellsshouldbetestedandevaluated,anynewequipmentsneedstopassthestrictinspectionbeforeenteringintothepublic.Inaseriesofservicework,Starbucksmakeseachstepstandardized.Duringtheprocess,italsointegratewithcarefulmarketingservices.(Schultz&
Jones,1997)
3.3ThecustomerrelationshipofStarbucks
ItissaidthatStarbucksonly$1milliononadvertisingspendingeveryyearonaverage,comparedwiththesimilarindustrythatquiteveryfew.However,asforitspromotion,itusesthemedia,coffeelecturesandallkindsofmarketingactivitiestointroducethecoffeeculturetothecustomers,lettingcustomersknowandunderstandtheStarbuckscoffee,andbythemeansofcommunicationwithcustomerstomakecustomersfeeltheirsincerity.Starbuckskeepssincerelycaringabouttheemployeesandcustomersandapplytherelationshipmarketingverywell.AtthesametimeitalsoreflectsthehumanistserviceofStarbucks.(Smith,1996)
3.4ThehumanityofStarbucks’services
Starbuckshasbeeninpursuitofperfectionallthetime.Asforthestoredecorationandstaffbehavior,theymakethecustomersreallyexperienceeverycarefultinydetailandservice.Intermsoftheemployees,theycreatestheworkatmosphereofmutualrespectandtrust.Asforthepartners,theycarefullyselectandsetupgoodrelationsofcooperation.(Schultz&
Jones,1997)Allinall,theuniqueandsuccessfulrelationshipmarketingmakeStarbuckssuccessful.
4.ESPRIT
4.1Brandimageandshopdecoration
ESPRITisoneofmybestclothingbrands.Thedesignconcept"
caretheattituderatherthantheage"
ofESPRIThasspreadaroundtheworld.ESPRITrepresentsfashionlifebrandwithenergy,promotingcooperation,pursuingtheideal,positiveandoptimisticlifestyle.NotonlydoesESPRITshapeforthecustomerwiththeclothing,butalsoawayoflife,theattitudetolifeandasenseofself,whichisoutstanding,activeandcreative.IntermsoftheshopdecorationofESPRIT,therearealwayslargebillboardsandbrightwindows,coincidedwithfashionablemusicandproducts,alongwiththeyoungandenergeticclerksofthestore.Allofthesecanbringthecustomersnicemoodeasily.TheimageitselfofESPRITissendingoutthewarmthandhappiness.(Boytetal,2001).
4.2Thethethreestagesofmarketingservices
Marketingservicecontentinclothingstorescanberoughlydividedintothreestages,servicebeforesales,insalesandaftersales.Ifallthethreestagesofservicecanmeettheconsumerdemandsinanallroundway,thestorebusinesswillcertainlythrive.Thepre-saleservicereferstothepreparingworkbeforeopeningtheshops,includingthestorecleaningjob,displayingmeasurement,replenishmentthepriceofgoods,merchandisedisplay,aswellasguidethestaffabouttheproductknowledgeandmethodsofreceiptingcustomers.In-sellservicereferstotheserviceperiodwhenacustomergoesintoastoreuntilleaving.After-salesservicepointstotheadditionalservicesprovidedbytheshopsforthecustomersaftertheproductaresold.Suchservicesincludemethods,deliveryprocessingrange,sendinggreetingcardsandsoon.(Lovelocketal,2009)Accordingtomypersonalcustomerexperience,IthinkESPRIThasdonethestagesverywell.
4.3PersonalexperienceinESPRITstore
Thesalespersonsalwaystrytounderstandcustomers’consumingmotivationwhentheygointotheshopandmeettheneedsofcustomersasmuchaspossible.Ihavebeentoldthatthefront-lineemployeesallunderwentstrictselectionprocess,andthanreceivedprofessionaltraining.Asaresult,theyhavehighmarketingservicequality.Thebrandsalsosetsthegoalandthelevelsoftheservicequalitywithastrictrewardsandpunishmentsystem.Theyalsopayattentiononcustomerdatainputting,management,analysisanduse.Asaloyalcustomer,IreceivenewslettersfromESPRITeverymonth.Ialsoreceivewarmgreetingsandwishesfromthemonsomespecialocc
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