服务营销5个gapWord下载.docx
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服务营销5个gapWord下载.docx
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TheCustomerGap
ThecustomerexpectationofD&
M
ThecustomerperceptionofD&
RecommendationstoclosetheCustomergap
TheProviderGaps
Gap1:
TheListeningGap
Gap2:
TheServiceDesignandStandardsGap
Gap3:
TheServicePerformaneeGap
Gap4:
TheCommunicationGap
Conclusion
Appendix1:
GapsModelofServiceQuality
Appendix2:
ServiceBlueprintofDreamMagic
TheDreamMagicwasfoundedin2003,whichisheadquarteredinthemostprosperousdistrictofChongqingRoadofChangchun,capitalofJilinProvince.Neatofficeenvironmentcomprehensivemanagementsystemandmanagementconsultancyprovidetheeffectivebusinesssecurityandmanagementsystem.In2006,DreamMagicsetupitsheadquartersinHongKongandnowhas28ofDirectchain,whichhave5overthousandsofsquareshop,300technicalconsultantsshop.D&
McreatedadreamsheartechnologywhichsuittheAsian,thathasitsownproductsfactory.Anditistheonlyonewithitsownoriginalhaircutandhairsalonbusinessbrand.D&
MbrandisrenownedinAsia.TheDreamMagicSalonBusinessSchoolstronglybuildthehigh-endtechnology,theireducationteamtraveledaroundthecountry,andtowardsAsia.TheDreamMagicaspiringtoleadChinamostcutting-edgehairtechnology,committingtobeleaderoflocalChinesesalon,andtowardstheworld.
THECUSTOMERGAP
Thecustomergapisthediffereneebetweencustomerexpectationsandperceptions.
ThecustomerexpectationofD&
Expectationforbarbershopstyle:
Popularleadership
Fashionistheidealstyleofyoungpeople.Nowyoungpeoplearemorefashion,andalwayspsychologicallythinkthatenteringafashionshopwillbeabletocreateastylishself.Butthepremiseistobeprofessional,professionalisabletoimpactconsumers.
Firstofall,thebarbershopshouldtohaveabeautifuldecoratedtoattractconsumers.Suchascomfortableseatsandthecleaningstore.
Second,theremusthavethemostpopulartechnologyandequipment.Haircareshampooanddazzlingbeautysalonsuppliesthathasthescientificandtechnologicalcontent.Businessphilosophyentirenewlook.Avarietyofstylesofpermmatchwithmoreguests'
demand.Thehotdyeingmachinesaremoreconsistentandbetter.
Expectationofstaffserviceattitude:
ServiceshouldbeenthusiasticServicecordialandcustomerrelationsharmony.Servicelackofplanning,managementandcontrol,sothatthecustomerisnotsatisfiedwiththebiggestdrawbackisthestylistoperationisrandom,withoutstrictlyregulateoperationandfeasibility,lackofstandardizedmanagement,andrelativelysimple.Theindustryhasnotformedasetoftheirownwidelyapplicablemanagementguidaneetheoryyet.Practitionersdressedinworkwear,turnsstationdoortogreetcustomerscommutingpunchcard,everyday,themanagerdevelopedworkflow.Shuttleetiquette,marketingskills,hairdressingtechniques,communicationskills,fullserviceprofessionalism.Requiredtoestablishasystemofspecializedserviceprocesses,needsprofessionalcareerprofessionaltraining.
Expectationofshampooing
ConsumersWiththathappyBarber.Alsohopingtoreceivethequalityservice,firstcontacttheshampooingdivision.Shampoodivisionshouldhavedecentmanners,superbshampooingmassagetechniques,goodcommunication,andgoodlook.
Expectationofhairstylist:
Attitudeiseverything
Hairdresserscanfullyunderstandthehairdressingneedsofconsumers,todesignthesuitablehaircutofcustomer.
Whenhairdressersservicecustomer,mostlyblindlydesignhair,theydon'
considertheaccuracyandcomplexityofIanguageexpression.Beforehandhardlycommunicatewithcustomers,easilyafterhaircutting,thereisdifferentfromcustomeis'
equirements,leadingtocustomerdissatisfaction.
Throughchatted,sharingthesametopicwithcustomerstofeeleachother'
shappinessandsadness,beingasincerelistenerorsharing.Theestablishmentofapro-activecommunication,thesearchforidentityisalsotheconceptofservicesessentialcontent.
Finally,inthetreatmentofmaleandfemalecustomers,theyshouldbetreatedequally,andintroducesomemoretechnologiesofmalehaircutting.Emphasisonthetheoverallshapeoftheprofessionalmaleandfemaleandthestresseffect,withtheabilityofdesignanddeploymentofavarietyofhaircosmeticsandclothing.
Expectationoftime:
fastservice
Barbershopcanreasonablyarrangethetimeforconsumersandhairdressers,sothatconsumerswillnotwaitforalongtimeandemergedissatisfiedemotional,therebygeneratingemotionsofdissatisfaction.ThroughtheTVormagazinestokilltime,studentsgenerallyprefertoplaythemobilephoneandreadmagazines,whichisalsoinlinewithcurrentcollegestudentspsychological.Studentshavehigheracceptationdegreeofmagazines.Andthephoneistheindispensabledailynecessitiesinordinarytimes.Thereisalsoverynecessarythatbarbershopcantakemorepreparedtomagazines.AndconditionallybarbershopalsocanbepreparedTV.ChanceofwatchingTVinthecampusisnothigh,soitisakeypointtoattractstudents'
consumption.
Expectationofprice
Thevastmajorityofpeoplethinkthatthemostreasonablepricesisrangefrom10to15yuan.Therearefewpeoplewhothinkitisrangefrom15to25.Obviously,mostpeoplestillpreferthethelowprices.
Astothepriceofdyemarcel,accordingtothemarketingresearch,therearemorethan95.8%customersprefertherangefrom50to200,andlessthan4.2%peoplecanacceptthepricemorethan200.
Expectationofmanagementandservice
Thesalonshouldestablishtheappropriatemembershipmanagementsystem.
Productqualityissafeandhealthy,complywiththerequirementsofthequalitymanagementdepartment.Inordertoreducecosts,somestoreschoosethelowpriceorfakehairsupplies,itisashort-sightedbehavior,alsoisthereasonswhycustomersarefewerandfewer.Themostwell-knownandreputableshopchoosehigh-gradeauthenticqualityhaircareproducts,justlikeL'
Oreal,VidalSassoonandWella.
Haveaconvenientlocationwhereclosetotheconsumergroupsandconvenient
transportation.
ThecustomerperceptionofD&
PerceptionofD&
Msstyle
Consumerscannotunderstandthemostfashionablehairstyle,andoftenworryaboutfortheirselvescannotkeepupwithfashion.D&
Mgoodatdoingfemalehaircut,butthetechnologyofmalehaircuttingisgeneral.ItheardthatahairstylisthairdamageamanshaircuttinginGuiLnRoad.
Perceptionofstaffserviceattitude
ThefriendlyserviceisthekeyfactorofDreamMagicsuccess.Customersntothestoreuntilouting,thestaffofthedifferentdepartmentshavedoneawarmandthoughtfulservice.
InDreamMagic,allhairdressersarestronglyconcerned,thepsychologicalpreparationofcustomerreception,3SService,thatistosaytheSMILE(smile),SPEED(quickly),SINCERITY(honest),whicharerelatedtoservicescultivation.
'
specific
Perceptionofhairstylist
Barberhaircutproactivelychatwithcustomers,includingaskthecustomers
needsandviews,directionofimprovementoftheirhairsalon,anddiscussingoncustomers'
favoritetopic.
Perceptionoftime
ButDreamMagicdoingtheworstthingisamatteroftime.Theycannotreasonablyarrangethetimeforconsumersandhairdressers,sothatconsumerswaitforalongtimeandemergedissatisfiedemotional,therebygeneratingemotionsofdissatisfaction.Sometimesevenmakeanappointmentcanyouhavehaircutting.
Perceptionofprice
Ingeneral,theD&
Mpriceisslightlyexpensive.Butaslongastheyapplyforamembershipcard,thepriceismorecost-effectivethanothers.ThereforemanyD&
Mcustomersappliedforamembershipcard,D&
Mreservesanumberofloyal
customers.
RecommendationstoclosetheCustomergap
Firstofall,theemployeesofD&
Mshouldtakeprofessionaltraining,greatlyimprovetheirvocationalskills,workinaccordaneewiththeprocess,andconstantlyupdateandensurethequalityoftheirservices.
Secondly,theyshouldenhancethepopularizationofknowledgeandeducationofstaff.LetthempublicizeandexpandthevisibilityandinflueneeofD&
Msaloninapositiveandeffectivemanner.
Finally,theyshouldtakein-depthexchangeswithcustomerstofullyunderstandtheneedsandexpectationsofconsumers.Inordertoprovidethemwiththerelativepersonalizedservice,theyshouldachievetherequirementsofthecustomer.
THEPROIVERGAPS
Toclosetheall-importantcustomergap,thegapsmodelsuggeststhatfourothergaps—theprovidergaps—needtobeclosed.Thesegapsinclude:
TheListeningGap,TheServiceDesignandStandardsGap,TheServicePerformaneeGap,TheCommunicationGap.
TheListeningGap
Thelisteninggapisthediffereneebetweencustomerexpectationsofserviceandcompanyunderstandingofthoseexpectations.
Analysisofcustomerexpectationsandcompanyunderstandingofexpectations
ThegapbetweencustomerexpectationsandserviceorganizationsbeforeweassessthequalityofserviceoftheDreamMagic,wefirstanalyzeDreamMagicunderstandingoftheexpectationsofthecustomerservice.First,weanalyzeunderwhichthegapbetweenthetwo.
Ingeneral,manypeoplereceivedthesurveyaboutDreamMagic.Butgenerallysucha
case,thecustomeracceptshairdressingservice,DreamMagicstaffwilldistributecustomerquestio
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