摘要
在市场经济条件下,企业只有赢得顾客,才能最终赢得市场。由于服务产品的特性,服务企业应善于了解顾客对服务质量的期望,并通过一定的营销手段对顾客的期望进行有效的引导和管理,要主动采取措施和行动,去设定、满足,然后超越顾客期望,从而赢得顾客满意,在市场竞争中胜出。
In market economy, if the firm wants to gain the market share, it must make the customer satisfy first. Base on the character of the service goods, the firm should have a good understanding in the customer＇ s expectation on the quality of the service goods, moreover it should be good at directingand managing the customer＇s expectation effectively by means of using some marketing approaches. At the same time, by taking measures and actions, the firm should set, satisfy and exceed the customer＇s expectation, and by doing that, the firm can gain the satisfaction of the customer and succeed in the market competition.
出处
《现代财经（天津财经大学学报）》
CSSCI
北大核心
2006年第4期73-77,共5页
Modern Finance and Economics：Journal of Tianjin University of Finance and Economics
关键词
服务营销
顾客期望
管理
Service marketing
Customer
Expectation
Management
作者简介
李雪松（1962-），男，天津财经大学商学院市场营销系副教授。
