In 1982,SwedenFamous serviceMarketingExpert Ke Gronos put forward the "Customer Perceived Service Quality Model" and believed that the process of customer evaluation of service quality is actually to acceptService processThe result of the comparison between the actual feeling in and his psychological expectation before receiving the service: if the actual feeling is satisfiedCustomer expectations, thenCustomer perceived qualityIt is superior. If the customer's expectations are not realized, even if the actual quality is good by objective standards, the customer's perceived quality is still not good.
The core of Grunos' "Customer Perceived Service Quality Model" is that "quality is evaluated by customers", which actually requires service providers to evaluate and manage service quality from the perspective of customers, conforming to the "customer-centric"Modern Marketingtrend.Especially inmarket competition Increasingly fierce servicemarketing managementIt has particularly important guiding significance.
Technical quality is related to the output of services, and it is in the serviceProduction processNeutralizingContact processThe objective conclusion obtained by the customer after the end.Functional quality is related to the process of service. It refers to what customers experience and feel through the contact between buyers and sellers in the process of service production.The technical quality of service indicates what customers get (wHAT), which is convenient for customers to evaluate objectively;The functional quality shows how customers get these service results (HOW), which is quite subjective and difficult to evaluate objectively.
2. Expected quality and experience quality
The expected quality is the level of service quality that customers imagine or expect in their minds.It is the result of a series of factors, including: ① marketing publicity, such as advertising, mailing, public relations, marketing, etc;
③ The better the corporate image of the service provider, the better the customerexpected valueThe higher;
④ The evaluation made by other customers after receiving similar services will also affect the service evaluation of a customer;
⑤ The more urgent the customer's demand for service, the lower the expectation of service quality.
Customer experience quality refers to the impression obtained by customers through their experience and evaluation of technical quality and functional quality of services in the process of receiving services.
Definition of quality
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Grouse put forward the concept of customer perceived service quality for the first time.Think that customer perception of service quality is the customer'sService Expectations(expectation) and actual service performance.If the actual service performance is greater than the service expectation, the customer perception of service quality is good, and vice versa.Customer satisfactionThe perceived service quality of at least experience quality is consistent with the expected quality, or slightly higher than the expected quality.It is uneconomical to pursue too high service quality, while too low perceived quality will lead to customer dissatisfaction.Therefore,Service quality managementThe main goal of is to pursue the best customer perceived quality (that is, the highest performance/price ratio).
Dimension division
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Research shows that customersPerceived service qualityIt is not a one-dimensional concept, that is, the customer's evaluation of perceived service quality includes multiple elements.Through the summary of theory and practice, these service departments includeMechanical repair, bank, long-distance call service, securities broker and credit card service, etc.They established five basic aspects to evaluate customer perceived service quality: reliabilityResponsivenessSecurity, empathy and tangibility.
（1） Reliability - involves consistency between performance and reliability
Among the five dimensions of customer perceived service quality, reliability refers to the accurate and reliable implementation of promised services.In a broader sense, reliability means that the company acts in accordance with its commitments, and the first service of the company should be timely, accurate, and completed within the specified time.
（2） Responsiveness - actively helping customers
Responsiveness refers to the desire to help customers and provide services quickly.This dimension emphasizes the focus and speed in dealing with customer requirements, inquiries and complaints;Making customers wait, especially for no reason, will have an unnecessary negative impact on customer perception.The demand for speed has become the code for evaluating the perceived service quality of good customers, and quick response is also an essential element of dealing with customers.
Employees' behavior can enhance customers' confidence in the enterprise and make customers feel safe at the same time.This means that employees should have sincerity and the knowledge and skills necessary to solve customer problems.It includes credible names, good reputation and well-trained employees.
Put yourself in the customer's shoes, pay special attention to the customer, and take full account of the actual situation of the customer during the business hours.The essence of empathy is to make every customer feel unique and special through personalized or customized services.Empathy has the following characteristics:Approaching customersAbilitysusceptibilityAnd effectively understandCustomer needs。
（5） Tangibility - physical characteristics of services
The tangibility of services refers to that service agencies strategically provide tangible clues of services to help customers identify and understand services.The tangible clue of service is the service processIntermediate energyDirectly perceived and prompted by customersService informationTangibles of.Industries with strategic emphasis on materiality include industries where customers go to the location of the enterprise to receive services, such as restaurants, restaurants, supermarkets and entertainment companies.
