服务运作管理

出版时间：2010-2  出版社：中国财政经济出版社一  作者：（比）巴特・范・路易　等编著  页数：529  字数：600000  
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前言

You are looking at the first pages of Services Management: An Integrated Approach. Thisbook originated out of continuous discussions and research efforts that took place atthe Service Management Centre of the Vlerick Leuven Ghent Management School.The first point of discussion is the notion of services and service management. Alltoo often one is tempted to take well-established insights and know-how comingfrom manufacturing environments and apply them to services. However, services dohave some characteristics that pose specific challenges and/or require spedal atten- tion, for example: intangibility poses specific challenges to the communication and marketing effort; simultaneity-i.e. the presence of the customer during the service delivery process - implies a direct link between employees' feelings and behaviour and customers' perceptions of service quality; the perishable nature of service has serious implications for managing the service delivery system and the available capacity. Second, services are processes. They require an integrated and concerted approach; the operational service delivery system, employees and customers all need to be attuned to deliver value in a seamless way.This awareness of the specific nature of services and, hence, service management inspired several companies, together with the Vlerick Leuven Ghent Management School, to establish a forum that allowed for exploration and in-depth discussion of the specific nature of service management. The centre followed a multidisciplinary approach from the start; people with an engineering, marketing or organizational behaviour background have been involved, and both academics and practitioners have collaborated in the discussions. Over the past years, workshops have been organized covering themes such as customer satisfaction, information technology, empowerment, the service profit chain, innovation, performance management, capacity management and waiting lines, to name just a few. In-depth case studies and survey research have also been part of these exploration efforts.During these years of working together it became clear that services need to be approached in an integrated way: the operational service delivery system, employ-eescompetencies, behaviour and feelings, and customer needs and preferences all need to be balanced, resulting in a configuration that eventually will lead to value creation and benefits for all stakeholders involved. In the light of this approach we have established the structure of this book as follows.

内容概要

巴特·范·路易和保罗·格默尔等编著的《服务运作管理》根据Ghenl大学De
Vlerick管理学院服务管理研究中心的一系列研究报告编写而成。该中心的研究采取了一种涵盖多学科的方法，研究人员包括具有工程技术、营销或组织行为学背景的人，既有学者，也有实践者。在过去的几年中，研究中心对顾客满意度、信息技术、授权、服务利润链、创新、绩效管理、能力管理和等候队列等大量主题进行了研究。本书引用的大量案例和调查研究即是这些研究成果的一部分。

作者简介

作者:(比)巴特·范·路易、保罗·格默尔、罗兰·范·迪耶多克

书籍目录

List of figures
List of tables
List of exhibits
About the autho
Preface
Acknowledgements
Part One  THE NATURE OF SERVICES
  1 The nature of services
    Steven Desmet， Bert Van Looy， Roland
    Van Dierdonck
    Introduction
    Objectives
    The growing importance of services
    Services： what makes them special？
    A closer look at services
    The role of service classificatio
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  2 Defining the service concept
    Paul Gemmel， Bert Van Looy， Gino Van Ossel
    Introduction
    Objectives
    Why do we need a service concept？
    How to define the service concept
    Implementing the service concept
    The service concept as a guiding framework： an overview of its
main ingredients
    Why not all service concepts are alike
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  3 Servitization： or why services
    management is relevant for
    manufacturing environments
    Steven Desmet， Roland Van Dierdonck，
    Bert Van Looy
    Introduction
    Objectives
    From goods to services
    Why servitization？
    Making the traition
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
Part Two  CUSTOMER LOGIC
  4 Relatiohip marketing
    Kristof De Wulf
    Introduction
    Objectives
    Relatiohip marketing： new words to an old tune？
    Linking customer satisfaction， customer loyalty and
profitability
    Lifetime value： the link with profitability
    How to increase customer satisfaction and customer loyalty
    Setting objectives in service marketing
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  5 Promoting services
    Patrick De Peismacker， Joeri Van Den Bergh
    Introduction
    Objectives
    What is so different about promoting services？
    The basic building blocks of promotior
    Designing a marketing communicatior strategy for services
    Drawing up a promotion plan
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  6 Pricing services
    Marion Debruyne， Stefan Stremech
    Introduction
    Objectives
    Developing a framework for pricing decisio
    Pricing objectives
    Pricing strategies
    Pricing structure
    Pricing levels and tactics
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  7 Customer satisfaction and complaint management
    Gino Van Ossel， Stefan Stremech，Paul Gernmel
    Introduction
    Objectives
    Service quality and customer
    satisfaction
    A service satisfaction framework
    Measuring customer satisfaction
    Complaint management
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  8 Service guarantees and service-level agreements
    Gino Van Ossel， Paul Gemmel
    Introduction
    Objectives
    Service guarantees
    Service-level agreements
    Internal service guarantees and service-level agreements
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
Part Three  HUMAN RESOURCES IN SERVICE ORGANIZATIONS
  9 The role of human resource practice in service organizatio
    Bart Van /ooy， Koen Dewettinck， Dirk Buye，Tine Vandenbossche
    Introduction
    Objectives
    The nature of services
    Human resource management for services
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  10 Competencies and service organizatio
    Walter Steve， Dries Foetus， Bart Van Looy，
    Tine Vandenbossche， Dirk Buye
    Introduction
    Objectives
    Designing competency-based HR practices
    Competencies for service organizatio
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  11 Collaboration： integrating work and learning
    Bart Van Looy
    Introduction
    Objectives
    The benefits of collaboration in the workplace
    The broader relevance of collaboration to services
    The role of collaboration in learning
    Collaboration as the central theme
    Establishing collaborative relatiohips
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  12 The role of empowerment in service organizatio
    Bart Van Looy， Kristl Krols， Dirk Buye，
    Tine Vandenbossche
    Introduction
    Objectives
    The relevance of empowerment for service environments
    Empowerment： the employee and the supervisor
    Empowerment： the organization
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  13 Role stress among front-line employees
    Koen Dewettinck， Dirk Buye
    Introduction
    Objectives
    Relevance of role stress for the service encounter
    Role stress defined
    Handling role stress for front-line employees
    Conclusion
    Review and discussion questio
    Notes and references
    Suggeted futher reading
Part Four  OPERATIONS MANAGEMENT It SERVICE ORGANIZATIONS
  14 Service process design and management
    Paul Gemmel
    Introduction
    Objectives
    Process choice
    Process design
    Process monitoring
    Process evaluation
    Process re-engineering
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  15 Capacity management
    Roland Van Dierdonck
    Introduction
    Objectives
    Capacity and capacity management
    Capacity planning
    Scheduling capacity
    Managing the demand side
    The psychology and managerial coequences of waiting
    Conclusion
    Review and discussion questio
    Technical note
    Notes and references
    Suggested further reading
  16 Facilities management
    Roland Van Dierdonck， Paul Gemmel，Steven Desmet
    Introduction
    Objectives
    The nature of facilities management in services
    Back office veus front office
    Location
    Designing the servicescape
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  17 IT developments and their impact on services
    Tim Duharnel， Bart Van Looy， Wilfried Grommen，
    Wirn Griele， Niels Schillewaert，
    Pedro Matthe
    Introduction
    Objectives
    The network era - Where do we stand？
    The impact of IT developments on service encounte
    Action strategies for the new media
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
Part Five  AN INTEGRATED APPROACH
  18 Performance measurement systems in service firms
    Paul Gemmel， Kurt Verweire， Gino Van Ossel，Werner Bruggeman，
Roland Van Dierdonck，Bart Van Looy
    Introduction
    Objectives
    Designing performance measurement systems for services
    Implementing an integrated performance measurement system
    Conclusion
    Review and discussion questio
    Technical note
    Notes and references
    Suggested further reading
  19 Managing innovation in a service environment
    Koenraad Debackere， Bart Van Looy
    Introduction
    Objectives
    Innovatio as spiral processes： the value-cotellation approach
    Innovation portfolio management
    Organizing the innovation portfolio： the make-or-buy decision
    The operational management of innovation
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  20 Managing services across national boundaries
    Roland Van Dierdonck
    Introduction
    Objectives
    Why internationalize？
    Drive towards internationalization
    Culture and cultural differences
    Internationalization strategies
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
  21 Defining a service strategy
    Airne Heene， Bart Van Looy，Roland Van Dierdonck
    Introduction
    Objectives
    The nature of strategic management
    The challenges of strategic management for services
    Conclusion
    Review and discussion questio
    Notes and references
    Suggested further reading
TECHNICAL NOTES
  1 How to collect customer satisfaction data Gino Van Ossel
  2 Analysing queuing systems in service environments
    Paul Gemmel
  3 Simulation as a tool in designing services
    Paul Gemmel
  4 Data envelopment analysis Paul Gemmel
  5 Iights stemming from emerging
    resource and competence-based strategic management theories
    Aime Heene
APPENDICES
    1 Importance of informational elements in ads - comparing goods
and services
    2 The state probability （P（n））
Index

章节摘录

插图：A first level relies on pricing incentives to secure customer loyalty and is oftenreferred to as 'level one relationship marketing'. Level one relationship marketingimplies providing customers with rewards that rely primarily on pricing incentivesand money savings to secure their loyalty. Examples of tangible rewards customersget as a means of appreciating their patronage are frequent flyer miles, customerloyalty bonuses, free gifts, or personalized money-off coupons. Also trying to earnpoints - on such things as hotel stays, cinema tickets, and car washes - would helpcustomers to remain loyal, regardless of service enhancement or price promotionsof competitors offering discounts, rebates or goods. However, it is considered to bethe weakest level of relationship marketing because competitors can easily imitateprice. Reward programmes are frequently regarded as being cheap promotionaltools, short-term fads which give something for nothing. Initiatives such as Mobil'sPremier Points may help boost sales - 25 per cent in the case of Mobil - but do littleto lock in the highly promiscuous consumer. American Express raised its sales by20 per cent or more in certain markets with its Membership Miles scheme. Rewardsystems can and do affect customer behavi/gur （retention）, but they cannot changeattitudes （loyalty）. Real loyalty comes from real differentiation. The danger existsthat consumers are enticed by the promotions, rather than being attracted to theproducts or the service. From this point of view, loyalty cannot be bought; it mustbe earned,zz An old American joke clearly points out the danger of using rewards inorder to stimulate loyalty. An old man was being insulted every day by a group often-year-olds, who wouid tell' him how stupid, ugly and old he was. Instead ofshouting at them, he called them together and told them that any of them whoshouted a him the next day would get a dollar. Excited and amazed, they all cameround, hurled abuse and collected their dollars. 'Do the same tomorrow,' he said,'and I'll give you a quarter for your trouble.' The children thought this was stillpretty good, and turned out again to insult him and earn their reward.

用户评论 (总计2条)

•   内容完美，表达清晰！服务运作的一本好书！
•   因为赶着用 买了这个教材但是由于库房货物不足 一直没有发货 等的很着急后来联系了客服 客服人超好说会帮着跟进没想到过了几天后就到了还打电话来确实 服务很不错哟 会一直支持亚马逊的