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Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios; Objetivos
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
La calidad en el servicio
Objective 4
Percepción del servicio
Expectativa del servicio
CLIENTE
COMPAÑÍA
BRECHADEL CLIENTE
BRECHA 1
BRECHA 2
Modelo de las brechas (Gaps)sobre Modelo de las brechas (Gaps)sobre la calidad en el serviciola calidad en el servicio
BRECHA 3
Comunicación externa con los
clientes
BRECHA 4
Entrega del servicio
Diseños y estándares de servicio orientados al
cliente
Percepciones de la compañía sobre las
expectativas del clienteObjective 4
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
El modelo de las brechas (Gaps)
Objective 4
La brecha del servicio o brecha del clienteLa brecha del servicio o brecha del cliente
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Objective 4
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
El modelo de las brechas (Gaps)
Objective 4
Percepción del servicio
Expectativa del servicio
CLIENTE
COMPAÑÍA
BRECHADEL CLIENTE
BRECHA 1
BRECHA 2
Modelo de las brechas (Gaps)sobre Modelo de las brechas (Gaps)sobre la calidad en el serviciola calidad en el servicio
BRECHA 3
Comunicación externa con los
clientes
BRECHA 4
Entrega del servicio
Diseños y estándares de servicio orientados al
cliente
Percepciones de la compañía sobre las
expectativas del clienteObjective 4
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
El modelo de las brechas (Gaps)
Objective 4
La brecha del conocimiento-brecha del
proveedor
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Objective 4
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
El modelo de las brechas (Gaps)
Objective 4
El modelo de las brechas (Gaps)
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Objective 4
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
El modelo de las brechas (Gaps)
Objective 4
El modelo de las brechas (Gaps)
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Objective 4
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
El modelo de las brechas (Gaps)
Objective 4
El modelo de las brechas (Gaps)
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Objective 4
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Retención de los clientes
Objective 5
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Retención de los clientes
Objective 5
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Retención de los clientes
Objective 5
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Tácticas de retención de clientes
Objective 5
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Tácticas de retención de clientes
Objective 5
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Tácticas de retención de clientes
Objective 5
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Tácticas de retención de clientes
Objective 5