Lessons in Customer Service

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1、SLOANSELECTCOLLECTIONWINTER2011ASPECIALCOLLECTIONOFMARKETINGANDMANAGEMENTINSIGHTSFROMMITSLOANMANAGEMENTREVIEWLessonsinCustomerServiceweibo.com/pdfmagsCONTENTSSLOANSELECTCOLLECTIONWINTER2011LessonsinCustomerService1UnderstandingCustomerDelightandOutrageFall199912IsYourCompanyAsCustomer-Fo

2、cusedAsYouThink?Spring201018CreatingaSuperiorCustomer-RelatingCapabilitySpring2003REPRINTNUMBERCS0111LESSONSINCUSTOMERSERVICE•MITSLOANMANAGEMENTREVIEWiweibo.com/pdfmagsUnderstandingCustomerDelightandOutrage35BenjaminSchneiderDavidE.BowenServicebusinessescanretaincustomersandachieveprofi

3、t-abilitybybuildingreciprocalrelation-shipsfoundedonsafeguardingandaffirmingcustomersecurity,fairness,andself-esteem.BenjaminSchneiderisDeliveringqualitytocustomersinacom-nottranslatelinearlyintooutcomessuchprofessorofpsychologyandpetitivemarketplacedictatestheneedtoasloyaltyintermsofpur

4、chases.ThisalsoheadoftheIndustrialandcontinuallyenhanceacustomer’sexperi-suggeststhatbusinessesmuststriveforOrganizationalPsychologyenceandsatisfaction.However,evidence100percent,ortotal,customersatisfactionProgramattheUniversityofindicatesthatsatisfyingcustomersisnotandevendelighttoachi

5、evethekindofenoughtoretainthembecauseevensatis-loyaltytheydesire.1Maryland.DavidE.Bowenisprofessorofmanagement,fiedcustomersdefectatahighrateinWorldBusinessDepartment,manyindustries.Forexample,XeroxfoundCurrentstudiesattributeahigherdegreeThunderbird.thatits“totallysatisfied”customerswer

6、eofemotionalitytotheoppositeendofthesixtimesmorelikelytorepurchaseXeroxsatisfactioncontinuum—thatis,todissat-productsduringthefollowingeighteenisfaction—thanwastrueinthepast.Formonthsthanits“merelysatisfied”customersexample,BellandZemkesuggestthatwere.“Totallysatisfied”ranksonlytwocustom

7、erswhohaveexperiencedservicescalepointshigherthan“merelysatisfied,”failuresfallintotwocategories—annoyedalthoughitearnssixtimesmoreloyalty.andvictimized.Theydefine“annoyance”Apparently,thescalesthatresearchersasminorirritationassociatedwithacommonlyusetomeasuresatisfactio