服务业顾客期望层次论

Study of Hierarchy of Customer Expectations to Service

首先探讨了顾客满意的概念 ,指出顾客对服务的期望和对服务的感受是导致顾客对服务满意与否的两大对立统一的要素。在卡诺和Tenner等人对顾客期望研究的基础上 ,这里对服务业顾客期望理论的研究进行了一些发展 ,提出了“顾客期望层次论” ,对这一理论结合服务业一些实例进行了阐述 ,并讨论了这一理论对服务业管理层的启示。服务企业应对顾客期望进行有效地管理 ,主动地采取措施和行动 ,去影响、改变顾客期望 ,从而使顾客更加满意。

Customer expectation and perception to service are the unity of opposites of generating customer satisfaction. Based on Kano and Tenner's explanations of customer expectation to service,the paper develops the explanations and regards them as a basic theory,which is named as “Hierarchy of Customer Expectations'. Concerning to the theory,from the bottom to upper,three levels of customer expectations are proposed respectively as the basic expectation,the price related expectation and the exceeding satisfactory expectation. Some management suggestions the related to theory are inferred.