摘要
服务承诺,是服务机构通过公开媒体向顾客预示服务质量或效果,并予以保证或赔付的营销行为,其目的是降低顾客购买风险和增加顾客满意度。但是,服务企业要有效发挥服务承诺的作用,就必须在服务承诺设计上遵守"内容适度"、"表述清晰"和"兑付容易"等原则;在实施服务承诺时,要综合考虑服务本身特点、服务企业状况、服务行业情况和顾客特征等一系列因素。
Service guarantee is a kind of marketing action that the service institutions show their service quality or effect, make corresponding promise to the customers by public medias before they buy the service, and give them compensation if the service institutions don＇t meet commitments. The purpose of implementing service guarantee is to reduce the customers＂ risk of purchase and to increase their satisfaction. However, if the service enterprises want to implement service guarantee effectively, they must follow some principles when they design the service guarantee, such as ＂appropriate content＂, ＂clear expression＂ and ＂convenient fulfillment＂. Meanwhile, they should consider comprehensively a series of factors like the features of service, the status of service enterprises, the situation of service industry, customer characteristic and etc. when the service institutions intend to carry out service guarantee.
出处
《价值工程》
2009年第6期9-12,共4页
Value Engineering
基金
国家自然科学基金资助项目(70872101)
关键词
服务承诺
有效性
实施条件
service guarantee
effectiveness
implementing conditions
