Service Marketing學習通超星期末考試答案章節(jié)答案2024年

ServiceMarketing學習通超星期末考試章節(jié)答案2024年AllBusinessesareServiceBusinessesItisfrequentlysaidthat"everythingisaservice"and"allbusinessesareservicebusinesses."ClearlynoonewouldarguethatbrandiconslikeDisney,Marriott,andStarbucksareservicecompanies--serviceisthecoreoftheirbusinessandserviceexcellenceisakeytotheirsuccess.CompanieslikeSiemens,IBM,CardinalHealth,andGeneralElectricarealsoserviceproviders.Theycompeteeffectivelyintheirindustriesbyprovidingessentialservicesliketraining,repair,anddistributionassociatedwiththeirproducts,butalsomoresophisticatedserviceslikeconsulting,dataandtechnologyservices,andbusinessprocessoutsourcingintheirareasofexpertise.EvenconsumerproductcompanieslikeAppleandSamsungareserviceproviders.Forthesecompanies,servicesareembeddedintheproductsthemselves,withsmartphonesandtabletsprovidingessentialservicesandsolutionsthatmanyofusfindcriticaltoourdailylives-eventhoughsmartphoneshaveexistedforaveryshorttime,andweobviouslymanagedwithoutthembefore.

Finally,mostofthenewbusinessmodelsthatarepoppingupareservicemodels,manybasedintechnology.Some,likeUberandAirbnb,aredisruptingentireserviceindustries.

Theseexamplesillustratethediversityofservicecompaniesthatwewillfeatureinthetextandthekindsofbusinessesyouwilllearnabout.MarriottMarriottisalwaysaleaderinlistsof"bestservicecompanies"intheUnitedStatesandthecompanyisalsohighoverallonFortune'sMostAdmiredCompanylists.OnereasonforthesehighrankingsisMarriott'sfocusoncommitmenttoitsemployeesandcustomers.AtMarriott,peoplecomefirst,andtheirfirstcorevalueis"takegoodcareofyourpeople,theywilltakegoodcareofthecustomersandthecustomerswillcomeback."Thisvaluehastranslatedintoaworldwidewell-knownbrandnamethatistheparentto19distinctbrandsofhotels.Beingexcellentatservice-bothforcustomersandemployees-hasbeenoneofthekeystoMarriott'ssuccessfordecades.GeneralElectricManytraditionalmanufacturersandhigh-technologycompanieshaveevolvedoverseveraldecadestobecomeserviceproviders,andnowanumberofthemareevolvingfurtherintodata-drivenservicebusinesses.GeneralElectric(GE)isprimeexampleofacompanythatistransitioningitscoregrowthstrategiestofocusondigitalservicesandservicesbuiltarounddataspunofffromitsproducts.JustasJackWelch,formerCEO,transformedthecompanyintoaservicegiant,itscurrentCEOJeffImmeltisfocusedonadigitaltransformationofthecompanytomakeitatop10softwareanddigitalservicescompanyby2020.ApopularGEadcampaignfeaturingayoungmannamedOwendemonstratesthecompany'scommitmenttodigitaltransformationofindustriesanditsdesiretohirepeoplelikeOwentomoveitforward.AppleInmanyindustries,productsarebecomingavehicleforserviceprovision.Nowhereisthismoreobviousthaninconsumerelectronics.Everyappthatyouhaveonyoursmartphonepromisestoprovideyouwithinformation,entertainment,purchasingopportunities,oruniquesolutionsforyoureverydaylife-alloftheseareservices.Thephoneitselfisreallyjusta"container"fortheservicesitprovides.Apple'sstatusasaservicebusinesswasrecognizedwhenthecompanywasrankedthirdforserviceamongallcompaniesby24/7WallStreet.Applecontinuestostayontheforefrontoftechnologyandproductdesign,butitisalwaysgearedtoprovidingcustomerswiththeinnovativeservicesandsolutionstheyhavecometoexpectanddependonfromthecompany.UberTechnology,collaboration,andthesharingeconomyaregivingrisetomanynewservicestoday.

Someareshort-lived,whileothersseemtohaverealstayingpower.Uber'srapidriseasaprominent,disruptivebusinessmodelinthepersonaltransportationindustryisoneofthebestknownexamples.TechnologyhasmadeUber'sbusinessmodelpossible,andconsumerwillingnesstocollaborateunderliesitssuccess.ThroughtechnologyUberisabletolinkindividualdrivers,drivingtheirownpersonalcars,withcustomerswhoareseekingaride.Thetechnologytrackslocations,availability,payment,andevaluationsofbothdriversandriders,makingtheserviceextremelyefficientandyetcustomized.Althoughitisfacingchallengesfromregulatedtaxisandothers,Uber'srapidexpansiongloballyisatestamenttotherobustnessoftheservicemodel.Read‘AllBusinessesareServiceBusinesses’,andanswer:Q1:Whatservicesdidthese4companiesofferfortheircustomersrespectively?Q2:Accordingto4companycases,interpretthemeaningabout‘AllBusinessesareServiceBusinesses’.

答案:無serviceorientation

答案:Enterprisesandtheiremployeesputtheinterestsofcustomersonthefirstposition,meettheneedsofcustomersthroughqualityservices,anddevelopthecooperativerelationshipbetweenenterprisesandcustomers.customerexpectation

答案:Customerexpectationsarebeliefaboutservicedeliverythatserveasstandardsorreferencepointsagainstwhichperformanceisjudged.experiencequalities

答案:Customerscandiscernonlyafterpurchaseorduringconsumption,suchastaste,comfortheterogeneity

答案:Duetointeractionbetweencustomersandemployees,servicecan'tbestandardizationeasily,hardtocontrolservicequalityandlack

judgmentcriteria

ofservicefailure.Whatareservicequalitydimentions?Pleasetakeexamplestoillustraterespectively.

答案:reliability:Theabilitytoperformthepromisedservicedependablyandaccuratelyresponsiveness:Thewillingnesstohelpcustomersandprovidepromptserviceassurance:employees’knowledgeandcourtesyandtheirabilitytoinspiretrustandconfidenceempathy:caring,individualizedattentionthatthefirmprovidesitscustomers

tangibles:appearanceofphysicalfacilities,equipment,personnel,andcommunicationmaterialsexamplescanmakereferencefromtable4.2onpage92.Takehotelserviceasanexample,whatisthedifferencebetweendesiredserviceandadequateservice?Whyare

desiredserviceexpecationmorestablethan

adequateservice?

答案:1.Desiredservicereflectsthelevelofservicethecustomerhopestoreceivethe‘wishedfor’levelofperformance,

adequateserviceistheminimumlevelofservicethecustomerwillaccept.Inthecontextofhotelservice,

desiredservicemayrefertoemployeesprovidespecialtreatmentwhencustomersgetsick,and

adequateservicemayreferto

providecleaningroom.2.

Desiredserviceexpecationisaffectedbypersonalneeds,derivedserv