27. Zeithmal(1981)指出服務的無形性
與搜尋屬性、經驗屬性、信任屬性
根
管
醫
療
容易評估不易評估
27
有形無形
搜尋屬性經驗屬性信任屬性
Source: Valarie A. Zeithaml, "How Consumer Evaluation Processes Differ
between Goods and Services," in Marketing of Services, ed. James H. Donnelly
and William R. George Reprinted with permission of the American Marketing
Association, 1981.
52. PZB(1993)顧客服務期望的決定因子
公開的服務承諾
• 廣告
• 人員銷售
• 服務契約
• 其他溝通媒介
預測的服務
期望的服務
渴望的服務
容忍區域
適當的服務
隱藏性的服務承諾
• 有形物/實體表徵
• 價格
口碑
• 個人來源
• 專家(消費者報導、公
共報導、顧問)
過去經驗
持久性的服務強化因子
• 衍生的期望
• 個人的服務哲學
個人需求
暫時性的服務強化因子
• 緊急狀況
• 服務問題
認知的服務可替代方案
自我認知的服務角色
情境因素
• 天氣因素
• 大災難
• 偶發的過度需求
缺口5
(顧客缺口)
認知的服務
資料來源: Zeithaml , V, Berry , L, and Parasuraman , A 1993, “The Nature and Determinants of Customer Expectations of Service”
Journal of the Academy of Marketing Science, vol. 21, 1: pp. 1-12
52
53. 資料來源: Zeithaml , V, Berry , L,
and Parasuraman , A 1993, “The
Nature and Determinants of
Customer Expectations of Service”
Journal of the Academy of Marketing
53
Science, vol. 21, 1: pp. 1-12
55. SERVQUAL量表的演變
55
資料來源:Parasuraman, Zeithaml and Berry,
"SERVQUAL: A Multiple-Item Scale for Measuring
Customer Perceptions of Service Quality," Journal of
Retailing, Spring 1988, pp. 12-40.
PZB服務品質構面
(1985)
PZB服務品質構面(1988) 意涵
有形性(Tangibles) 有形性(Tangibles) 服務過程所見的實體表徵,包括實體
設施,人員和書面資料等外觀
A380空中巴士
可靠性(Reliability) 可靠性(Reliability) 可信任且正確的執行對顧客所承諾之
服務能力(履行服務承諾)
回應性
(responsiveness)
回應性(Responsiveness) 願意幫助顧客並提供迅速的服務回應
(樂意幫忙)
溝通性
(communication)
勝任力(competence) 保證性(Assurance) 服務人員的專業知識和禮貌以及他們
激發顧客之信任與信心的能力,及提
供安全的服務環境。馬航事件
禮貌性(courtesy)
可信性(credibility)
安全性(security)
接近性(access) 同理心(Empathy) 給予顧客個別關懷與客製化的服務
瞭解顧客「你講台語嘛也通」、因材施教
understanding
56. PZB(1988) SERVQUAL Attributes
RELIABILITY可靠性
Providing service as promised
Dependability in handling customers’
service problems
Performing services right the first time
Providing services at the promised time
Maintaining error-free records
RESPONSIVENESS回應性
Keeping customers informed as to
when services will be performed
Prompt service to customers
Willingness to help customers
Readiness to respond to customers’
requests
ASSURANCE保證性
Employees who instill confidence in
customers
Making customers feel safe in their
transactions
Employees who are consistently courteous
Employees who have the knowledge to
answer customer questions
EMPATHY同理心
Giving customers individual attention
Employees who deal with customers in a
caring fashion
Having the customer’s best interest at heart
Employees who understand the needs of
their customers
Convenient business hours
TANGIBLES有形物
Modern equipment
Visually appealing facilities
Employees who have a neat,
professional appearance
Visually appealing materials
associated with the service
56