1. 自我介紹 陳威呈 高雄人 高雄大學應用經濟學系 棒球、賽車 交通大學運輸科技與管理學系 碩士班 陳威呈 1

2. 2 Service Marketing Rothit Verma 報告學生 : 陳威呈 指導教授 : 任維廉 教授 報告日期 : 2009.10.15 交通大學運輸科技與管理學系 碩士班 陳威呈

3. 3 Agend a Introduction Service environment Understanding service delivery systems Major themes in services marketing Concluding remarks 交通大學運輸科技與管理學系 碩士班 陳威呈

4. Introduction It is now well known that services constitute the biggest section of the economy in many developed nations (Fitzsimmons 2000). Transportation services play the role of a key enabler. 4 交通大學運輸科技與管理學系 碩士班 陳威呈

5. Introduction 5 交通大學運輸科技與管理學系 碩士班 陳威呈

6. Service environment Technological innovations Global competition, regulatory changes, and increased privatization Franchising and service supply chains Changing social trends 6 交通大學運輸科技與管理學系 碩士班 陳威呈

7. Understanding service delivery systems Customer contact 7 交通大學運輸科技與管理學系 碩士班 陳威呈

8. Understanding service delivery systems Tangibility Customization Recipients of service process Nature of the relationship with customers Nature of demand and supply Mode of service delivery Type of service process 8 交通大學運輸科技與管理學系 碩士班 陳威呈

9. Major themes in services marketing Service profit chain model 9 交通大學運輸科技與管理學系 碩士班 陳威呈

10. Major themes in services marketing 10 交通大學運輸科技與管理學系 碩士班 陳威呈 Return On Quality

11. Major themes in services marketing American Customer Satisfaction Index 11 交通大學運輸科技與管理學系 碩士班 陳威呈

12. Major themes in services marketing The most commonly used to recognize the importance of customer satisfaction Transaction surveys Mystery shopping New, declining, and lost customer surveys Focus group interviews One-on-one interviews Customer advisory panels Service reviews Total market surveys Employee field reporting Service operating data capture Customer complaints Critical incident technique 交通大學運輸科技與管理學系 碩士班 陳威呈 12

13. Major themes in services marketing Service quality Reliability Responsiveness Assurance Empathy Tangibles 交通大學運輸科技與管理學系 碩士班 陳威呈 13

14. Major themes in services marketing SERVQUAL 14 交通大學運輸科技與管理學系 碩士班 陳威呈

15. Major themes in services marketing New service design and development Defining service design attributes Specifying performance standards Generating and evaluating design concepts Developing design details Implementing the design Measuring performance Assessing customer satisfaction Improving performance 15 交通大學運輸科技與管理學系 碩士班 陳威呈

16. Major themes in services marketing 16 交通大學運輸科技與管理學系 碩士班 陳威呈 Operational and human issues in services marketing Operation strategy Demand and capacity management Management of waiting lines Service encounter Service recovery and error proofing

17. Q & A Thanks for your attention. 17 交通大學運輸科技與管理學系 碩士班 陳威呈