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Samenvatting Essentie van dienstenmarketingmanagement, ISBN: 9789001850975 Essentie Van Dienstenmarketing
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Samenvatting hoofdstuk 6 essentie van dienstmarketingsmanagement
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Essentie vandienstenmarketingmanagement
Hoofdstuk 6, Managen van heterogeniteit
Managen van heterogeniteit:
- Het managen van verwachtingen
- Het managen van (zintuigelijke) perceptie
- Het managen van kwaliteitperceptie (ex ante)
- Het bewaken van kwaliteit (ex post)
- Dissastisfactiemanagement
- Het managen van processen
Beheersbare factoren, managen van verwachtingen:
Communicatieactiviteiten
Tastbare zaken
Prijs
Dienstverlening in het verleden
Onbeheersbare factoren, managen van verwachtingen:
Mond-tot-mondreclame
Persoonlijke behoeften
Situationele factoren
Sociaal-culturele/sociaaldemogratische factoren
5 invalshoeken van kwaliteit volgens Garvin:
1. Waard gebaseerd
2. Productie gebaseerd
3. Gebruikers gebaseerd
4. Product gebaseerd
5. transcendent gebaseerd
Perceptie: de waarneming, wat wordt er ervaren.
Begint bij prikkels die die binnenkomsten doormiddel van zintuigen en hieruit voort komt
verzameling van kennis en gevoelens.
Verwachte kwaliteit -> expected quality
De ervaren kwaliteit -> experienced quality
Ervaren kwaliteit wordt beinvloed door:
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