I.1.

Khi nim dch v khch hng

Dch v l nhng cng vic, quy trnh v nhng hot ng: Bn cht l mt sn phm. Lin quan nhiu hn n khch hng. Con ngi c xem nh mt b phn ca sn phm. Kh gi vng cc tiu chun v kim sot cht lng hn.

DCH V KHCH HNG

I.2. c trng ca dch v

Tnh v hnh- khng phi sn phm hu hnh c th thy, s m, ngi trc khi mua.

Tnh d hng- khng lu tr, tn kho dch v c.

Tnh khng tch bit- sn xut v tiu th dch v din ra ng thi. Tnh bin ng- khch hng c th c cc cp cht lng dch v khc nhau.

I.3. Phc hp marketing dch v 7Ps. I.3.1 Phc hp marketing truyn thng: 4Ps

Product: Qun l cc yu t ca sn phm/dch v (thng hiu, chc nng, cht lng, hnh thc, bao b, dch v km theo, ch bo hnh) v lp k hoch pht trin sn phm/dch v ra th trng. Price: Quyt nh v gi sn phm ngoi tr cc chi ph sn xut, iu hnh cn tnh ti cc yu t khc (gi hin ti ca sn phm cnh tranh, gi khuyn mi, gi cho cc i l, gi p dng cho cc hnh thc thanh ton khc) xc nh gi nim yt cho sn phm. Place: Chn la v qun l cc knh thng mi sn phm chim lnh c th trng mc tiu ng thi im v pht trin h thng hu cn (logistics) v vn chuyn sn phm . Promotion: Gii thiu v thuyt phc th trng tim nng dng sn phm ca doanh nghip thng qua cc loi hnh qung b (qung co, bn hng c nhn, quan h cng chng, bo ch hoc Internet).

I.3.2. M rng phc hp marketing dch v: 7Ps

People (con ngi) Process (quy trnh) Physical Evidence (chng c hu hnh)

Con ngi: - Nhn vin. - Khch hng. - Thng t vn ha v gi tr. - Nghin cu nhn vin. Minh chng hu hnh: - Thit k phng tin - Trang b, cc ch dn - My mc, nhit , sch - Trang phc nhn vin,danh thip, VP phm, ha n, trang web..

Quy trnh: - Lung hot ng - S bc - Mc lin quan ca khch hng.

I. 4. Cht lng ca dch v khch hng I.4.1. iu g lm nn mt dch v khch hng cht lng ?

Khng t doanh nghip lun c gng to ra mt dch v khch hng cht lng bng cch yu cu nhn vin phi tun theo nhng khun kh, nguyn tc v chm sc khch hng. Tuy nhin, nhng chng trnh o to, nhng nguyn tc cng nhc v hnh vi ng x i khi li khng mang li hiu qu bng nhng yu t bn trong nh tinh thn lm vic hay kh nng sng to. Nhng doanh nghip thc s t khch hng v tr trng tm lun bit cch em n cho khch hng mt dch v thc s ni bt, n tng vi nhiu sng kin ca nhn vin. iu quan trng nht l nhn vin phi lun a ra nhng tng mi trong phong cch phc v nhm lm hi lng khch hng, bn cnh cn c vo nhng gp chn thnh v tch cc t khch hng a ra thm nhiu ci tin em li nhng tri nghim thc s n tng, c ngha i vi khch hng.

Sau y l nhng nguyn tc cn nh khi trin khai dch v khch hng cng nh khi a ra sng kin nhm ci thin cht lng phc v

p ng nhu cu ca khch hng vt mc mong i Khch hng cn c trn trng Tri nghim khch hng ph hp

I.4.2 .Quy trnh mua dch v- M hnh GAP

Dch v mong mun
KHCH HNG Customer GAP

Dch v nhn bit c Giao hng dch v

GAP1 GAP3 GAP4

Thng t n khch hng

Tiu chun v thit k dch v hng ti khch hng

GAP2

CNG TY

Nhn bit ca cng ty v c mun ca khch hng

Khong cch khch hng: khc bit gia mong i v thc t

Khong cch nh cung ng 1: khng hiu khch hng mong i iu g Khong cch nh cung ng 2: Khng c tiu chun v thit k dch v ng Khong cch nh cung ng 3: khng trin khai cc tiu chun dch v

Khong cch nh cung ng 4: iu hnh khng ng nh ha hn

I.4.3. 5 thc o cht lng dch v I.4.3.1. tin cy

Cung ng DV nh ha.

tin cy trong vic gii quyt cc vn ca khch hng Thc hin tt DV ngay ln u
Cung ng DV ng thi gian ha -Duy tr mc khng sai st

I.4.3.2. p ng
- DV nhanh chng cho khch hng
- Mong mun h tr khch hng - Sn sng p ng cc yu cu ca khch hng - Lun thng bo cho khch hng khi no DV c thc hin

I.4.3.3. m bo

- Nhn vin s truyn lng t tin vo khch hng - Lm cho khch hng cm thy an ton trong vic cung ng DV Nhn vin lun lch s, nh nhn - Nhn vin c kin thc tr li cc cu hi ca khch hng

I.4.3.4. thu cm
- Quan tm n khch hng mt cch c nhn - Nhn vin giao dch vi khch hng mt cch rt quan tm - To cho khch hng thch th tht s - Nhn vin thng hiu nhu cu khch hng - Gi lm vic ph hp

I.4.3.5. hu hnh

-Dng c hin i

- Phng tin bt mt

- Nhn vin c hnh thc ngn np, chuyn nghip

- Vt dng lin quan n dch v bt mt

I.5. Cc kha cnh tha mn khch hng I.5.1. 10 iu khao kht ca khch hng.

Trong dch v khch hng, mc tiu hng u lun l to dng c cc "fan" cung nhit vi sn phm/dch v ca cng ty bn. Song mc tiu ny thng rt kh thnh hin thc khi m nhiu cng ty cha hiu ht v tho mn cc mong mun ca khch hng. Theo cc nghin cu v dch v khch hng c thc hin bi nhiu hng tip th ln trn th gii, c 10 phm cht c rt ra t 10 mong mun ca cc khch hng cn th hin r nt trong kinh doanh v trong dch v ca cng ty bn c c nhng fan hm m cung nhit, nhng ngi khng ch tho mn m cn hon ton trung thnh vi bn trong chng ng di.

Th nht :Mi ngi mong mun bn th hin s quan tm ti cuc sng ca h Th hai: Mi ngi mong mun bn lun nhanh chng Th Ba: Mi ngi mong mun bn lun c mt Th t: Mi ngi mong mun mt ging ni thn thin v mt n ci nng m Th nm: Mi ngi mong mun bn ha t lm nhiu

Th su: Mi ngi mong mun c gip ... h khng mun b bn Th by: Mi ngi mong mun nghe cu ni "Vng, ti c th lm c nh vy Th tm: Mi ngi mong mun bit rng cc nhn vin dch v khch hng c o to v trau tri k nng thch hp. Th chn : Mi ngi mong mun khng c s bi lng tm vt Th mi: Mi ngi mong mun nghe hai ch k diu "Cm n"

I.5.2. M hnh k vng khch hng

Dch v l tng

Dch v mong i

ha hn Dv hin hin
-Cc

Vng chp nhn

Dch v d on

-Truyn ming -Kinh nghim trc y

Dch v y

L tng - mc ao c Mong i - mun hay hy vng nhn c

y - mc dch v ti thiu m khch hng chp Nhn

Vng chp nhn - gia dch v y v mong i

D on - tin tng s nhn c trong mi tnh hung

I.6. Hot ng dch v khch hng

Giao tip khch hng

Rt ngn khong cch v thi gian ti a

Tm hiu v xc nh nhu cu

Cht lng dch v

Thc hin hot ng

Pht trin hot ng dch v

Khch hng C nhu cu

Pht trin Dch v

Nng cao tnh chuyn nghip

DN c kh nng pht trin

a dng ha DV

I.7. Cc nguyn tc ca dch v khch hng. - Ri thm cho n mi khch hng - Dnh thi gian tm hiu v khch hng ca bn.
-

Giao dch d dng v thun tin m bo rng khch hng thc s tha mn cho d bn phi thc thi nhng cng vic khng my lin quan "Trm nghe khng bng mt thy"

ng qun nhng chi tit d l nh nht nht:

- Tin tng vo dch v khch hng t su thm tm hn ca bn

Ti liu tham kho

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