Warianty tytułu
Reform of Services as a Significant Element in Retaining Clients
Języki publikacji
Abstrakty
Celem artykułu jest wskazanie istotnych elementów wchodzących w skład systemu naprawy usług w przedsiębiorstwie. Funkcjonowanie tego systemu w firmie ma służyć przede wszystkim eliminacji negatywnych reakcji nabywców na błędy, dlatego też artykuł rozpoczyna krótkie omówienie różnorodnych ich form oraz wynikających z nich konsekwencji. Zasadniczą część artykułu stanowi prezentacja podstawowych obszarów działań niezbędnych do budowy skutecznego systemu naprawy usług. Opracowanie kończy przedstawienie procedur sanacji usług i wymaganych sposobów reakcji przedsiębiorstwa na różne stopnie niezadowolenia klientów. W podsumowaniu wspomniano także o finansowych konsekwencjach wdrażania aktywnego systemu naprawy usług. (fragment tekstu)
Every firm endeavours to provide services as well as possible and to ensure that the quality of those services is perceived as highly as possible by clients. This involves, above all, the careful planning of service processes, training of employees, and taking care to observe rules and standards. To many managers of enterprises, high quality services mean a lack of mistakes and failures. These, however, can occur in every company, and they can have various causes. Irrespective of the reason for their occurrence, they cause a decrease in the quality of services - as perceived by clients - and an increase in risk of losing clients. However, it does not always have to be like that. The correct reaction of a company to the occurrence of mistakes - taking the initiative and responsibility for solving the problem, endeavouring to satisfy the client by repairing the service - may rebuild the firm’s relationship with the client or even strengthen it. In this article, the author presents the active process of repairing services as an alternative to traditional complaints procedures. She discusses three issues: the methods by which clients perceive mistakes in services and their reactions to them, the principles for building an effective system of repairing services in a service enterprise, and effective procedures for repairing services. The article ends with a discussion of the reasons for not applying an active approach to errors in services in many enterprises - in spite of its undoubted superiority over traditional complaints procedures. (original abstract)
Rocznik
Numer
Strony
127-139
Opis fizyczny
Twórcy
autor
- Uniwersytet Ekonomiczny w Krakowie
Bibliografia
- Barlow J., Moller C., Reklamacja, czyli prezent. Strategia korzystania z informacji od klienta, PWN, Warszawa 2001.
- Berry L.L., Parasuraman A., Marketing Services: Competing through Quality, Free Press, New York 1991.
- Bolton R.N., A Dynamic Model of the Duration oh the Customer's Relationship with the Continuous Service Provider: The Role of Satisfaction, "Marketing Science" 1998, nr 17.
- Grönroos Ch., Service Management and Marketing, John Wiley & Sons, Chichester 2000.
- Hart Ch.W., Heskett J.L., Sasser W.L., The Profitable Art of Service Recovery, "Harvard Business Review" 1990, July-August.
- Johnston R., Service Failure and Recovery (materiały z seminarium Service Link), Toruń 1997.
- Johnston R., Service Failure and Recovery: Impact, Attributes and Process [w:] Advances in Services Marketing and Management: Research and Practice, Warwick Business School, Warwick 1995.
- Johnston R., Fern A., Service Recovery: Annoyed versus Victimised Customers, Working Paper, Warwick Business School, Warwick 1996.
- Lovelock C.H., Product Plus, McGraw Hill, New York 1994.
- Parasuraman A., Berry L.L., Zeithaml V.A., A Conceptual Model of Service Quality and Its Implications for Future Research, "Journal of Marketing" 1985, nr 61.
- Tax S.S., Brown S.W., Service Recovery: Research Insights and Practices [w:] Handbook in Services Marketing and Management, red. T. Swartz, D. Iacobucci, Sage Publishing, London 2000.
- Zarządzanie relacjami w usługach, red. K. Rogoziński, Difin, Warszawa 2006.
- Zemke R., Bell C., Service Wisdom: Creating and Maintaining the Customer Service Edge, Lakewood Books, Minneapolis 1989.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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