服务质量：行销者的向导【外文翻译】.doc

1、标题SERVICEQUALITYGUIDELINESFORMARKETERS原文ABSTRACTINTHISSECONDPAPERINTHESERIES,THEAUTHORSFOCUSONSPECIALFACTORSRELATEDTOTHEPERCEIVEDVALUEOFSERVICEANDSERVICEQUALITYTHEARTICLEEXAMINESISSUESINTHEAPPLICATIONOFTHECONCEPTSINTRODUCEDINTHEFIRSTPAPERBANKSERVICESSCENARIOILLUSTRATESTHECONCEPTSANDGUIDELINESFORAPPL

2、ICATIONUSEFULTOTHEMARKETINGPROFESSIONALSEEKINGTOENHANCEQUALITYOFSERVICETHECONCEPTUALRELATIONSHIPSANDFRESHIDEASTOUCHONANARRAYOFTOPICSINCLUDINGFACTORSSUCHASCRITICALFACTORS,UTILITYANDPSYCHICINFLUENCESANDPERCEIVEDVALUENEEDSMATCHUNCERTAINTYANDNEEDSMATCHVARIANCEPERCEPTIONSREALITYDIVERGENCEANDPERCEPTIONSRE

3、ALITYVARIANCEANDSERVICEQUALITYVARIANCE,SERVICERISKANDQUALITYRISKTHEPAPERPROVIDESASCENARIOTOILLUSTRATETHEAPPLICATIONOFANUMBEROFTHECONCEPTSITISRICHWITHIDEASANDRELATIONSHIPSWHICHPROVIDESTIMULIANDSEEDSFORFUTURERESEARCHANAPPENDIXPROVIDESANEXCELLENTREVIEWOFCONCEPTSANDTERMSINTRODUCTIONANEARLIERPAPERPROVIDE

4、DTHECONCEPTUALUNDERPINNINGSFORTHISPAPER1HEREWEEXAMINEISSUESINAPPLICATIONANDOFFERSPECIFICGUIDELINESUSEFULTOTHEMARKETINGPROFESSIONALSEEKINGTOENHANCEQUALITYOFSERVICESUCCESSATENHANCINGTHEPERCEIVEDVALUEOFTHESERVICEANDQUALITYOFSERVICEDELIVERSADDITIONALVALUEFORCUSTOMERSENHANCINGVALUEREALIZEDBYCUSTOMERSPROV

5、IDESTHEOPPORTUNITYTOHARVESTMOREVALUEFORTHESERVICEPROVIDERTOAVOIDTESTINGTHEPATIENCEOFREADERSOFTHEFIRSTPAPER,WELIMITREVIEWANDMENTIONOFUNDERLYINGCONCEPTSTOABAREMINIMUMINSOMEINSTANCES,WEUSETERMSANDILLUSTRATERELATIONSHIPSPRESENTEDINTHEFIRSTPAPERINTHESERIESAPPENDIX5CONTAINSAGLOSSARYFORREFERENCETHOSEWHOMIS

6、SEDTHEFIRSTPAPERWILLFINDITHELPFULTOFIRSTPERUSEAPPENDIX5OR,IDEALLY,TOREADTHEFIRSTPAPERFORADDITIONALBACKGROUNDWEBEGINWITHAREVIEWOFTHEBACKGROUNDESSENTIALSNEXT,WEOFFERAPRESCRIPTIONTOENHANCEPERCEIVEDVALUEOFSERVICEANDQUALITYOFSERVICESPECIFICGUIDELINESFORANALYSIS,ACTIONS,ANDMANAGEMENTFOLLOWBACKGROUNDLITERA

7、TURETHEREFERENCESANDFURTHERREADINGINCLUDEDINTHISPAPERREPRESENTAMINUTESAMPLINGOFTHELITERATUREINAMANNERFARBETTERTHANWECOULDREPLICATE,BROWNETAL1994GIVEDILIGENTATTENTIONTOTHEEVOLUTIONOFTHESERVICESMARKETINGLITERATURETHEIREXAMINATIONANDINSIGHTSREFLECTTHEDISTILLATIONOFOVER1,000PUBLICATIONSRELATEDTOSERVICEM

8、ARKETINGANDMARKETINGLEWIS1993A,BFOCUSESONAREVIEWOFSERVICEQUALITYANDTHERELATEDISSUESANDADDRESSESTHEDETERMINANTSOFSERVICEQUALITYRUSHTONANDCARSON1989OFFERINSIGHTSONTHETHEORY,PRACTICE,ANDFUTUREOFSERVICESMARKETINGTHEYFOCUSONTHEINTANGIBILITYOFSERVICESANDTHENEEDINMARKETINGTOIMPROVEMANAGEMENTOFINTANGIBLESCA

9、RSON1991EXAMINESCUSTOMERNEEDSANDSTRESSESTHEIMPORTANCEOFMANAGINGTOFULFILLNEEDSINTHEPROCESS,HEALSOADDRESSESTHEELEMENTSOFQUALITYBOTSCHENETAL1999OFFERINSIGHTSONTHEIMPORTANCEOFTHERELATIONSHIPBETWEENCUSTOMERSPERCEIVEDNEEDSANDTHEPRODUCT/SERVICEATTRIBUTESCHEN1998EXPLORESTHEROLESOFGOALSANDBENCHMARKINGINEFFOR

10、TSTOATTAINQUALITYIMPROVEMENTINTHESERVICEAREADEVLIN1998DISSECTSIMPORTANTISSUESRELATEDTOSERVICEATTRIBUTES,THECOMPLEXITYOFATTRIBUTESINSERVICEOFFERINGS,THERELATIVEIMPORTANCEOFATTRIBUTES,ANDADDEDVALUEMCDOUGALLETAL1998GIVEATTENTIONTORISKANDRISKREDUCTIONINSERVICES,ANDTHEPOTENTIALIMPORTANCEOFMONEYBACKGUARAN

11、TEESGILMOREANDCARSON1993EXAMINEQUALITYINSERVICEMARKETINGLEWIS1989REVIEWSLITERATURETHATDEALSWITHQUALITY,SERVICE,ANDRELATEDISSUESJEROMEANDKLEINER1995ARGUETHATTHEPEOPLEFACTORISIMPORTANTINCREATINGAPOSITIVESERVICEEXPERIENCEPRESCRIPTIONWEASSUMECOMPETITIVEMARKETSINWHICHTHECUSTOMERHASTHERIGHTTOCOMPARE,SELEC

12、T,ANDENJOYTHEVALUEOFSERVICESINSUCHANENVIRONMENT,ECONOMICEQUITYTHATADDSVALUESTEMSFROMDELIVERINGNEEDFULFILLMENTTOCUSTOMERSANDEARNINGANETECONOMICCASHRETURNTHATEXCEEDSTHECOSTOFCAPITALTHISREALIZATIONDICTATESAPRESCRIPTIONTHESERVICEPROVIDERSHOULDENHANCETHEVALUEANDPERCEIVEDQUALITYOFSERVICEFROMTHEPERSPECTIVE

13、OFTHECUSTOMERSUCCESSMEASUREDINVALUEREALIZEDBYTHECUSTOMERRELATIVETORESOURCESSACRIFICEDBYTHECUSTOMERDETERMINESWHETHERTHEPROVIDERWILLREALIZERETURNSTHATYIELDVALUEFORTHEPROVIDERANDFORTHEECONOMYTHISPRESCRIPTIONRECOGNIZESTHAT,INCOMPETITIVEENVIRONMENTS,CUSTOMERSDONOTBUYASERVICETOBENICEINSTEAD,THEYBUYBECAUSE

14、THESERVICEANDRELATEDQUALITYOFSERVICEOFFERTHEBESTPERCEIVEDVALUETORESOURCECHOICEAVAILABLETHEGUIDELINESWENOWOFFERRESTONTHISPREMISEBACKGROUNDESSENTIALSGENERALHUMANMENTALSTATE,POTENTIALBEHAVIOR,ANDBEHAVIORSTEMFROMUNCONSCIOUS,PRECONSCIOUS,ANDCONSCIOUSFACTORSOFINFLUENCEMANYTERMSREFERTOPSYCHOLOGICALFACTORSO

15、RSTATESPRECONSCIOUSIMPLIESTHATTHEPERSONEVENTUALLYBECOMESAWAREOFTHEFACTORUNCONSCIOUSIMPLIESTHEPERSONNEVERBECOMESAWAREOFTHEFACTOROFINFLUENCEEXANTEANDEXPOSTPERCEPTIONSANDEXPECTATIONSAPERSONSPERCEPTIONSOFASERVICE,HIS/HEREXPECTATIONSABOUTSERVICEDELIVERYANDTHEREALIZEDVALUEOFTHESERVICEVARYACCORDINGTOAHOSTO

16、FVARIABLES,THESETOFWHICHPOTENTIALLYCHANGESWITHTIMEANDWITHRESPECTTOPREANDPOSTSERVICEDELIVERYTHEWEIGHTINGOFTHOSEVARIABLESINTHEAGGREGATIONTOPERCEIVEDVALUETIMETHEMATCHBETWEENEXANTEANDEXPOSTPERCEPTIONSOFSERVICETHEHISTORICALEXPERIENCEANDOTHERFACTORSSERVICEVSQUALITYOFSERVICEASERVICECONTEMPLATED,EXPECTED,OR

17、RECEIVEDISDIFFERENTFROMPERCEPTIONSOFQUALITYOFSERVICECONTEMPLATED,EXPECTED,ORPERCEIVEDASRECEIVEDFURTHERMORECUSTOMERCRITERIADETERMINETHEDEFINITIONOFQUALITYANDTHEVARIABLESTHATAFFECTPERCEPTIONSOFQUALITYEXANTEANDEXPOSTPERCEPTIONSOFQUALITYEXPECTEDVERSUSQUALITYPERCEIVEDASREALIZEDMAYDIFFERINSERVICEDELIVERYA

18、NDINTHEPERCEPTIONSOFQUALITYOFSERVICE,DIVERGENCEBETWEENPERCEPTIONSANDREALITYISASOURCEOFRISKANDTHEGREATERTHEDIVERGENCE,THEGREATERTHERISKTHATEXPOSTPERCEPTIONSOFSERVICEQUALITYDIFFERFROMEXANTEEXPECTATIONSPERCEIVEDVALUEKEYVARIABLESINTHECUSTOMERSMINDINFLUENCEPERCEIVEDVALUEOFSERVICEANDTHEQUALITYOFTHESERVICE

19、THESENUMEROUSVARIABLESCOLLECTIVELYINFLUENCEPERCEIVEDCERTAINTYOFSERVICEDELIVERYEXPECTATIONSABOUTCHARACTERISTICSOFSERVICEANDEXANTEPERCEPTIONSOFNEEDORDESIREFORSERVICEMULTIVARIABLEELEMENTSOFINFLUENCENUMEROUSFACTORSAFFECTTHEPERCEPTIONS,DELIVERY,ANDPERCEIVEDREALIZATIONOFSERVICEANDTHEQUALITYOFSERVICECOMPON

20、ENTSOFSERVICEMAYBEUTILITYORPSYCHICINCHARACTERASERVICEEXPERIENCESPSYCHICCOMPONENTSINFLUENCEEMOTIONALCAPITALASERVICESUTILITYFACTORSALSOCONTRIBUTETOPERCEIVEDSERVICEDELIVERYBOTHUTILITYANDPSYCHICFACTORSINFLUENCEPERCEIVEDQUALITYOFSERVICEANDTHEPERCEIVEDVALUEOFTHESERVICE,BOTHEXANTEANDEXPOSTSPECIALCONCEPTSAP

21、PENDICES14PROVIDESUMMARYINFORMATIONOFTERMSANDCONCEPTSGROUPEDACCORDINGTORELATIONSHIPSANDINTERRELATIONSHIPSFORQUICKREFERENCE,THEGLOSSARYCONTAINSANALPHABETICALLISTINGOFTERMSHEREWESKETCHSELECTEDCONCEPTSPERHAPSUNFAMILIARTOSOMEREADERSEXPECTATIONSREALIZATIONDIVERGENCEERDERDREPRESENTS,FORASINGLEEXPERIENCE,T

22、HEDIFFERENCEBETWEENEXANTEEXPECTATIONSOFTHESERVICE/SERVICEQUALITYANDTHEPERCEIVEDEXPOSTREALIZATIONOFSERVICEANDSERVICEQUALITYERDISPOSITIVENEGATIVEIFTHECUSTOMERFEELSREALIZATIONEXCEEDEDFELLSHORTOFEXPECTATIONSEXPECTATIONSDELIVERYVARIANCEEDVTHISRESULTSFROMMULTIPLECUSTOMERSERVICEEXPERIENCESEDVISCAUSEDBYTHEC

23、UMULATIVEEFFECTSOFDIFFERENCESBETWEENACUSTOMERSEXANTEEXPECTATIONSANDEXPOSTASSESSMENTOFTHEPERCEIVEDQUALITYOFSERVICEAVALUEOFZEROFOREDVIMPLIESONLYTHATTHECUSTOMERSEXPECTATIONSWITHRESPECTTOQUALITYWEREEXACTLYMETITDOESNOTMEANTHATWEHAVEATTAINEDTHEHIGHESTPERCEIVEDQUALITYOFSERVICEACUSTOMERTHATEXPECTSMARGINALSE

24、RVICEANDPERCEIVESTHATHEORSHERECEIVEDEXACTLYWHATTHEYEXPECTEDYIELDSANEDVOFZEROTHEGREATERTHEMAGNITUDEOFEDV,THEGREATERTHECUSTOMERSPERCEPTIONSOFINCONSISTENCYINSERVICEQUALITYEDVEXISTSINTERMSOFBOTHASINGLECUSTOMERWITHREPEATSERVICEEXPERIENCESOVERTIMEANDWITHRESPECTTOMULTIPLECUSTOMERSTHATPURCHASETHESAMESERVICE

25、EXAMPLESCLARIFYTHEDIFFERENCESINGLECUSTOMERTHEFOLLOWINGSTATEMENTISCONSISTENTWITHLOWORZEROEDVIHAVEUSEDSERVICEXFORMORETHANTENYEARSANDHAVEALWAYSBEENFULLYSATISFIEDHIGHEDVEVOKESDIFFERENTCUSTOMERRESPONSEIREALLYENJOYEDFLYINGWITHAIRLINEXINTHEPAST,BUTEVERYTHINGWASBADONTHELASTTWOFLIGHTSIWISHWEHADANOTHERAIRLINE

26、SERVINGOURCOMMUNITYMULTIPLECUSTOMERSLOWORZEROEDVINDIVIDUALLY,THECUSTOMERSONTHEFLIGHTALLFELTSATISFIEDWITHTHEEXPERIENCEHIGHEDVEACHORMANYOFCUSTOMERSONAPARTICULARFLIGHTEXPERIENCEDDIFFERENCESBETWEENEXPECTATIONSANDPERCEIVEDQUALITYOFSERVICEDELIVERYFOREXAMPLE,EACHCUSTOMERHASEXPECTATIONSABOUTTHESERVICEEVENTF

27、OLLOWINGTHESERVICE,EACHCUSTOMERHASAPERCEPTIONOFTHESERVICEIFTHEDIFFERENCEBETWEENINDIVIDUALEXPECTATIONSANDPERCEIVEDSERVICEREALIZATIONARELOW,ONEGETSLOWEDVNONHOMOGENEOUSNEEDSNONHOMOGENEOUSPERCEIVEDSERVICENEEDSMOSTLIKELYWILLYIELDHIGHEDVSINCEPEOPLEHAVEDIFFERENTNEEDSITISHARDTOPLEASEEVERYONENONHOMOGENEOUSSE

28、RVICENEEDSPROMPTANUMBEROFINTERESTINGCHALLENGESATOPICDEFERREDTOANOTHEROCCASIONTHUS,ONECANEXAMINEEDVWITHRESPECTTOASINGLESERVICEEXPERIENCEDBYMANYCUSTOMERSALTERNATIVELY,THEEXAMINATIONOFEDVCOULDBEFORTHESAMECUSTOMEROVERTIME,OVERMULTIPLEREPEATSERVICEEVENTSEMOTIONALCAPITALTHENOTIONOFEMOTIONALCAPITALISIMPORT

29、ANTINSEVERALCONTEXTSINMARKETING,INCLUDINGSERVICESANDSERVICEQUALITY2EMOTIONALCAPITALREPRESENTSTHEPSYCHOLOGICALSTATECONSCIOUS,PRECONSCIOUSORUNCONSCIOUSTHATRESULTSFROMTHEAGGREGATEINFLUENCEOFEXPERIENCESTHATSTIMULATEANDINFLUENCEFEELINGSTHATGIVERISETOEMOTIONSEMOTIONALCAPITALREPRESENTSTHECUMULATIVEEFFECTSO

30、FEMOTIONALRESPONSEEFFECTSEMOTIONALRESPONSEEFFECTEREERESRESULTFROMEXPERIENCESTHATAFFECTEMOTIONSANDINFLUENCECREATEORUSEEMOTIONALCAPITALEXPERIENCESCHARACTERIZEDASPSYCHICINNATUREPOTENTIALLYAFFECTTHEACCUMULATEDLEVELOFEMOTIONALCAPITALINDIFFERENCEORUNAWARENESSCONSCIOUS,PRECONSCIOUS,ORUNCONSCIOUSDOESNOTAFFE

31、CTEMOTIONALCAPITALRESIDUALEFFECTSRESIDUALEFFECTSAREELEMENTSOFSERVICEEXPERIENCESTHATINFLUENCEFUTUREPERCEPTIONSOFTHESERVICEARESIDUALTRANSFEREFFECTRTEOCCURSIFACUSTOMERTRANSFERSINFLUENCEEFFECTSOFASERVICEEXPERIENCETOANOTHERPOTENTIALOREXISTINGCUSTOMER,ORTOADIFFERENTSERVICEORSERVICEEXPERIENCEFOREXAMPLE,AGO

32、ODBADSERVICEEXPERIENCEAFFECTSTHEPERCEPTIONSOFFUTURESERVICEEXPERIENCESANENJOYABLEFLIGHTWITHANAIRLINEWILLINFLUENCETHEATTITUDE,EXPECTATIONS,ANDPERCEIVEDREALIZATIONOFSERVICEONAFUTUREFLIGHTWEHYPOTHESIZETHATTHEIMPACTOFRESIDUALEFFECTSFORGOODSERVICEEVENTSISDIFFERENTFROMTHEIMPACTOFRESIDUALEFFECTSFORBADSERVIC

33、EEVENTSINOTHERWORDS,WEARGUEFORTHEEXISTENCEOFASYMMETRICRESIDUALEFFECTSARESMOREPRECISELY,WEASSERTTHATRESIDUALEFFECTSFORBADSERVICEEVENTSAREMOREEXTREMETHANRESIDUALEFFECTSFORGOODEVENTS3ADISAPPOINTINGSERVICEEXPERIENCESHORTFALLWILLAFFECTPERCEPTIONSOFFUTURESERVICEMORENEGATIVELYTHANSURPRISINGGOODSERVICEBONUS

34、WILLPOSITIVELYAFFECTPERCEPTIONSOFFUTURESERVICECONTAMINATIONACUSTOMERSUNFAVORABLEASSESSMENTOFASERVICEEVENTMAYADVERSELYAFFECTTHEPERCEPTIONOFSERVICE/QUALITYFOROTHERSERVICESUNFORTUNATELY,ANADVERSECUSTOMERPERCEPTIONWITHREGARDTOASERVICERENDEREDBYONEPROVIDERMAYINFLUENCETHEPERCEPTIONSOFTHESERVICE/QUALITYPRO

35、VIDEDBYANUNRELATEDPROVIDERYIELDINGACONTAMINATIONEFFECTTHEEFFECTSOFTHEUNFAVORABLESERVICEEXPERIENCEINFLUENCETHECUSTOMERSPERCEPTIONSOFOTHERSERVICEEVENTS,INCLUDINGUNRELATEDSERVICESABADEXPERIENCEONONEAIRLINEMIGHTADVERSELYAFFECTPERCEPTIONSOFSERVICE/QUALITYONANOTHERAIRLINE,OREVENTHEPERCEPTIONSOFASERVICEEXP

36、ERIENCEATHOTELSIMILARLY,ONEPASSENGERCOMPLAININGDURINGTHESHUTTLERIDETOTHEHOTELMAYRELATETHEUNFAVORABLEEXPERIENCEONTHEFLIGHTANDALTERTHEMENTALATTITUDESOFOTHERSSHARINGTHERIDEWITHSUBSEQUENTADVERSEAFFECTSONTHERIDERSPERCEPTIONSOFTHESUBSEQUENTHOTELEXPERIENCEPOLLINATIONEFFECTSPOLLINATIONEFFECTSSTEMFROMTHEFAVO

37、RABLEINFLUENCEOFASERVICEEXPERIENCEONFUTURESERVICEEVENTSSIMILARTOCONTAMINATIONEFFECTS,POLLINATIONEFFECTSMAYINFLUENCESERVICESPROVIDEDINTHEFUTUREBYDIFFERENTPROVIDERSOREVENDIFFERENTSERVICESFOREXAMPLE,APASSENGERHASANENJOYABLERIDEINACLEANTAXICABTHISEXPERIENCEMAYFAVORABLYALTERTHEPERCEPTIONSABOUTTHESERVICER

38、ENDEREDDURINGCHECKIN,THEFLIGHT,ANDBAGGAGECLAIMEXANTEANDEXPOSTEXPECTATIONSVERSUSEXPOSTPERCEPTIONSOFSERVICEANDQUALITYEXANTEEXPECTATIONSREFERTOTHECUSTOMERSEXPECTATIONOFSERVICEQUALITYBEFORERECEIVINGTHESERVICEEXPOSTEXPECTATIONSREFERTOTHECUSTOMERSEXPECTATIONOFSERVICEQUALITYAFTERRECEIVINGTHESERVICEONCE,BUT

39、BEFORERECEIVINGTHESERVICESUBSEQUENTLYEXPOSTPERCEPTIONSREFERTOHOWTHECUSTOMERPERCEIVEDSERVICEQUALITYAFTERFIRSTRECEIVINGTHESERVICEACUSTOMERMAYNOTRECOGNIZETHEELEMENTSANDVALUEOFTHESERVICE/QUALITYOFSERVICEACTUALLYDELIVEREDADIFFERENCEBETWEENEXPECTATIONS,PERCEPTIONS,ANDREALITYAFFECTSPERCEPTIONSOFQUALITYOFSE

40、RVICEEVENIFTHECUSTOMERUNKNOWINGLYBENEFITEDFROMBONUSFULFILLMENTDIFFERENCESBETWEENEXPECTATIONSANDPERCEIVEDQUALITYOFSERVICETHATRESULTINAPERCEIVEDSHORTFALLINSERVICEQUALITYPROBABLYHAVEASYMMETRICEFFECTSWEHYPOTHESIZETHATRESIDUALEFFECTSOFEXPECTATIONSDELIVERYVARIANCEAREASYMMETRICBADSERVICEEXPERIENCESHAVEAGRE

41、ATERANDLONGERLASTINGADVERSEEFFECTONCUSTOMEREMOTIONALCAPITALTHANDORESIDUALEFFECTSFROMGOODSERVICEEXPERIENCESREADERPATIENCEPROMPTSUSTODEFERSCRUTINYOFTHISHYPOTHESISANDTHEUNDERLYINGTHEORYTOANOTHEROCCASION出处JOHNCGROTHANDRICHARDTDYESERVICEQUALITYGUIDELINESFORMARKETERSJMANAGINGSERVICEQUALITY,VOLUME9,NUMBER5

42、,1999,PP337351标题服务质量行销者的向导译文摘要在本系列的第二篇文章中，作者将重点放在有关的服务和服务质量感知价值的特殊因素之上。文章审视了在第一篇文章中介绍的概念应用程序问题。银行服务情况说明的概念和应用价值有益于市场营销专业人员提高服务质量水平。涉及一系列主题概念上的关系和新的想法的因素，包括如下因素关键因素，效用和心理影响和认知价值；需求匹配的不确定和需求匹配的差异；现实观念的分歧和现实观念的差异；服务质量差异，服务的风险和质量风险。本文运用大量的概念，提供了一个方案来阐述这一应用。它富有想法和关系，为进一步研究提供了刺激和基础。附录提供了一个极好的有关概念和术语的解释。简介

43、较早的一篇文章为这篇文章提供了概念基础1。在这里我们研究应用方面的问题，并提供有益于市场营销专业人员提高服务质量水平的特殊指导方针。成功加强服务和服务质量的感知价值，为客户提供了附加价值。提高顾客已感知的价值，为服务提供商提供了获取更多价值的机会。为了不使第一篇文章的读者感到厌烦，我们最低限度审查和提及其（第一篇文章）基础概念。在某些情况下，我们运用术语和说明关系的方式来阐述，这些术语和关系都是在该系列的第一篇文章中所提出的。附录五词汇以供参考。那些错过了第一篇文章的人，首先去仔细阅读附录五或者理想上（粗略）地去阅读第一篇文章，将有助于了解更多的背景。我们首先回顾背景要领。紧接着，我们提供了一

44、个用于提高服务和服务质量感知价值的药方。随后则是为分析、操作和管理制定的特殊的指导方针。背景文献本文的参考文献和扩展阅读文献描绘了本文一部分的研究样本。在某种意义上，给予服务营销文献的演变于勤勉的关注，这样远远好于我们只能去复制布朗等人的观点（1994）。他们的审查和见解汇聚了服务营销和市场营销1000多本相关出版物的精华。刘易斯（1993A，B）重点综述了服务质量以及其相关问题，并阐述了服务质量的决定因素。拉斯顿和卡森对服务营销的原理、实践以及未来发展提供了深刻的见解。他们着眼于服务无形性和市场需求的研究，用以提高对无形资产的管理。卡森（1991）研究了顾客的需求。BOTSCHEN等人（19

45、99）对顾客的感知需求与产品/服务的属性之间关系的重要性做了深刻的讲解。CHEN（1998）探索了服务领域中目标和基准的作用，用以努力去实现质量的改善。DEVLIN（1998）仔细分析了与服务属性、服务产品属性的复杂性、属性相对重要性和附加价值有关的重要问题。MCDOUGALL等人（1998）则专注于研究服务中风险和风险降低以及潜在退款保证的重要性。GILMORE和CARSON（1993）研究了服务营销质量。LEWIS（1989）综述了涉及质量、服务以及相关问题的文献。JEROME和KLEINER（1995）则认为人的因素在创造一个积极的服务经历方面是非常重要的。对策我们假设是完全竞争的市场，

46、人们对服务具有比较、选择、享受其价值的权利。在这样的情况下，经济的平衡源于对客户需求的满足和赚钱经济（现金）回报超过其资金成本，这种经济平衡增加了价值。这种实现形成了一种对策服务提供者应该提高价值和从顾客角度去感知服务质量。价值衡量的成功由顾客来实现，关系到顾客对资源的消耗，这种成功决定了提供商是否能实现为其以及为经济增益价值的回报。此对策指出，在完全竞争的环境中，顾客不购买的服务其实也是好的，只是他们购买是因为服务及相关的服务质量在有效的资源选择下提供了最好的感知价值。我们现在提供的指导方针依赖于这个前提。背景要领概述人的心理状态，潜在的行为和行为的影响源于无意识，前意识和意识的因素。许多术

47、语是指心理因素或者国家。前意识意味着将成为人的最终意识因素；昏迷意味着人永远不会成为的意识影响因素。事前事后的看法和期望一个人对服务的看法，他/她对服务传递和服务价值实现的期望取决于一组变量，这些变量可能随着时间和服务交付前后的变化而变化。对感知价值而言，这些变量在整个变量中所占的比重时间事前事后对服务的认知历史经验其他因素服务和服务质量服务（设想，预期，或接收）不同与服务质量（设想，预期，或视为收到）的认知。此外客户标准决定质量的定义和影响质量感知的变量事前事后质量预期的认知与质量现实感知的不同服务交付和服务质量认知中，认知和现实的分歧是一种风险来源歧越大，事后服务质量认知不同与事前预期的风

48、险越大感知价值在顾客的心目中关键的变量影响服务感知价值和服务的质量。大量的变量共同作用感知服务的确定性服务特色的期望事前对服务的需求或者渴望的认知多变量因素影响众多因素影响服务和服务质量的认知、交付、和现实感知。服务的组件有可能是实用的也可能是精神层面的。服务经验就是精神组件，它影响的是情绪资本。服务的效用因素也有助于感知服务的传递。实用性因素和精神性因素都影响服务感知质量和服务感知价值，无论是事前还是事后。特殊概念附录14提供了术语和概念的简要信息，他们按照关系和相互关系进行分组。为了能够快速参考，词汇按照字母顺序列出。这里我们所选择概念和草图某些读者可能并不熟悉。期望实现差异ERD一个简单

49、的经历，期望实现差异是指事前服务/服务质量的期望值和事后服务和服务质量的现实值之间的差异。期望实现差异是积极的（消极的）如果顾客感觉现实值超过（低于）期望值。服务传递差异EDV这个结论来自于多个客户服务的经验。服务传递差异是由于客户之间的事前期望和感知的服务质量差异的事后评估的效应积累。只有顾客的期望与服务质量正好吻合时，服务传递差异的值就为零。这并不意味着我们已经达到了最高的感知服务价值。顾客所期望的边际服务和他/她实际感知正好与他们所期望的相同，则产生了零期望传递差异。期望传递差异越大，顾客的服务质量差异认知就越大。期望传递差异存在于随时间推移的单一客户的重复服务经验和涉及购买同种服务的的多重顾客。举例说明期中的差异单一顾客。下面的语句表示低或者零低期望传递价值“我一直服务X有十余年了，一直是完全满意”。高的期望传递差异唤起不同的客户响应“过去我一直非常享受着航空公司X的航班，但是最后两次飞行一切都变得很糟糕。我希望我们有另一家航空公司来服务我们这个社群。”多重顾客。低或零期望传递差异单个的，顾客在飞行对这种体验都感到满意。高期望传递差异每个或者多个顾客在独有的飞行经历中，期望和感知服务传递质量的差异。例如，每个顾客对服务事件都有预期；服务过后，每个顾客都有一个服务感知。如果个人期望与感知服务实现之间的差别是低的，则他得到