客户服务管理研究--留学悉尼Essay代写范文

悉尼Essay代写范文:“客户服务管理研究”，这篇论文主要描述的是良好的客户服务对于企业而言是非常重要的，在目前激烈的商业竞争环境当中，这就是一种增值业务的存在，客户服务能够收集客户反馈的问题以及客户的需求，企业能够以此来对产品和服务进行改善，提高用户对于企业的满意度，在此同时也让企业快速的掌握市场需求发展的方向，帮助企业为客户提供更好的服务。

Introduction

Customer service is a quite important tool in adding value to business in the competitive business world. Every business manager knows that when a customer has a problem, the experience of resolving the issue has a profound impact on future purchases. According to a survey of customer service from Mid- Size companies by Harvard, participants ranked customers service as the first factor impacting vendor trust (Sichtmann2011).

Service included three parts: action, procedures and performance. Action is what the service provider dose to customers. Procedure demonstrates the order in which the tasks are completed and, performance is the way in which the tasks are completed.

This paper would talk something about customer service, including how corporate implement service management, why it is important for them to attract importance to this and what benefits they would gain from improving service. More important, an example of MCDONALD’S would be sited as an example to identify the excellent and poor service.

Service management and its role in business

Companies should firstly identify its target customers before providing appropriate service to them. Based on Gregory Stone’s customer types, customers could be classified into four types: the economizing customer, the personalizing customer, the convenience customer and the ethical customer (Vanniarajan & Elayaraja, 2013). Identifying the feature of target customers according to the products feature and company nature is the first step in service management. In this way company may be clear what type of service should be delivered. For example, for a company providing daily supplies, whose customer base belongs to economic customer, so it is wise for it to consider value of money when servicing customers. For a company providing luxury goods whose target customers are society people, it should deliver personalizing customers by caring more outside their ‘comfort zone’, such as conversation and name recognition. The self-position for a company in considering service types determine the direction for future development, and is always the first step decides the outcome in service

management.

Researching MCDONALD’Sservice quality

In the article Delivering Quality Service: Balancing Customer Perceptions and Expectations by Zeithaml, Parasuraman, five dimensions of service quality is reliability, assurance, tangibles, empathy and responsiveness. These five dimensions provide five channels for companies to reflect the quality of their customer service and search way to update service. These five dimensions are (Jasmand 2012):

Reliability: ability to perform the promised service dependably and accurately

Assurance: knowledge and courtesy of employees and their ability to inspire trust and confidence

Tangibles: physical facilities, equipment and appearance of personnel

Empathy: caring, individualized attention the firm provides its customers

Responsiveness: willingness to help customers and provide prompt service

In this part, my experience in MCDONALD’S would be sited as an example to demonstrate the perfect part and poor behavior in McDonalds’s service management, by conducting a RATER audit.

Reliability in MCDONALD’S is reflected in providing service as promised and dependability in handing customer’s service problem. In the MCDONALD’S, customer would get the food within ten minutes after placing an order. Servicers would affirm the order to make sure there is reserve to meet the order. If the food customer order is sold out, waitress would introduce another food with similar taste to the customer but recommend only once, without mandatory. If customer place order on the internet or by phone, food would be sent to customers by delivers as fast as possible, regardless of the weather and time. Deliveries would be sent without any charge within 25 kilometers. I once placed a MCDONALD’S order by phone on a stormy day, worrying about the time of delivery and even the reliability of order. However, the delivery man appeared on time as usual with the intact food.

Dependability is sure to improve the image of MCDONALD’S in the mind of customer and they would worry nothing next time when placing a MCDONALD’S order.

Beside, consistency across branches increases the dependability to its service. Customers have consistent perception to its brand wherever and do not need to build up new acknowledge or get used to the new service behavior (Rha 2012).

Assurance is also performed well in MCDONALD’S, supported by regular staff training. When having dinner in MCDONALD’S, you could ask employees anyone questions about food, transportation, accommodation and so on if they could give you advises. Employees would be trained to be equipped with general knowledge and to give as useful suggestion to customers as possible.

Physical equipment and appearance of personnel in MCDONALD’S can get a high grade as it attaches great importance at this aspect. Different from usual restaurant, MCDONALD’S has seating area for customers to eat on the premises or even do anything you like without placing an order. MCDONALD’S also designs a ‘drive-thru’ service allows customers to order and pick up food from their car, no need to waiting by the counter for a tray.

Empathy plays an important role in MCDONALD’S customer service. In business activity, empathy can be defined as carrying out activities to feel or imagine another person’s emotional experience. It means a transformation from concern for business profit to a capability for concern for the customers. MCDONALD’S would held theme party for children on their birthday, decorating scene for customers, and held other kinds of party according to customer demand.

However, some complain about MCDONALD’S that it make customer wait at a tray for a long time at peak dinner time, jostling each other in a crow. MCDONALD’S should improve its site layout and add necessary facility for those waiting customers to enjoy themselves.

As for responsiveness, in MCDONALD’S, you could see waitress walking around to offer service for customers in time. They clear table once customers finish dinner, arrange desks in a hurry; provide trays and other instructions to customers as quickly as possible.

Best service could always exceed customer expectation and bring customer loyalty to the company in return. Also take MCDONALD’S as an example. Amazon is famous for its considerate customers service especially the delivering service. It does its best to outgo customer’s expectations and here one particular example would be sited to prove this.

I onceorder a big set dinner at MCDONALD’S before Christmas as a gift tocelebrate the special day. Just quarter after placing order in Amazon, the set meal was shipped to the appointed address but fail to be sent to the hand of the customer as I am away from home at that time. The courier put the meal at property administrative and asked the guard to inform me as I could not be contracted at that time. However, the meal was taken by others mistakenly before I received it. Distraught, I contacted MCDONALD’Sand know the full thing with the patient explanation from servicer. Knowing that it was not their responsibility I decided to let it go. To his surprise, knowing that the meal was the Christmas gift for my family, MCDONALD’S shipped another big meal to me without a blink and the good arrived to me just at an incredible speed. How grateful I fell at that time! The deed that exceeds expectation could always increase customer recognition toward the brand name and show their loyalty afterward.

According the Noritaki Kano’s tree types of customer expectation, there are basic expectation, expectation and excited expectation which could satisfy customers to different level. The excited expectation could be reached by offering unexpected and considerate service just as what Amazon offer to me. Based on the literature, customers may not be dissatisfied if the excited service is not offered but, would get an extra pleasure once get the surprise. So, it is important for companies to add customer value to the customer service in management.

Conclusion

In today’s ever competitive business market, product and service contribute most to the success of a company. With the homogenization impairing profit in products, service is becoming more and more important in adding value to a corporate. The Servqual Model could be used for a company to reflect its customer service and make some improvement and also, could be used by customers to evaluate a service of a company (Jingjun2011). When researching customer service in MCDONALD’S, conducting RATER audit, we could learn that, timely delivery, prompt responsiveness, potential and considerate service, as well as individual attention to customer make its service a competitive edge compared with other fast food restaurants.

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