CH5

4. Compare and contrast the types of research that help a company identify common failure points (see
column 2 in Exhibit 5.1). Which of the types do you think produces better information? Why?

Include complaint solicitation, critical incident studies, and trailer calls.

包括 投訴 徵集 重大 事件 研究 和 預告 電話

Because researchers raise question in the key event study, they can report specific aspect of
因為 研究人員 提出 問題 關鍵 事件 研究 他們 可以 報告 具體 方面

services they want to discuss with customer. These questions can be more comprehensive
服務 他們 想 討論 與 客戶 這些 問題 可以 更加 全面

and inclusive.
和 包容

5. In what situations does a service company need requirements research.

A service company needs requirement research when it is create a questionnaire, when it

服務 公司 需要 需求 研究 時 創建 調查問卷

is develop new services, and at any other time that it (does not understand) the needs and
開發 新 服務 和 任何 其他 時候 不瞭解 需求 和

requirement of customers.
要求 客戶

?. Customer Journey and Experience Map for Measurement of a Kitchen Remodel.

Customer Journey

Cluster 1: Searching=>Call store

集群 1： 搜索 =>呼叫 商店

Cluster 2: Visiting the store=> Ask price

 訪問 商店=> 詢問 價格

Cluster 3: Choosing=>Consider price

選擇 => 考慮 價格

Cluster 4: Installation=>Review completed installation

安裝 => 查看 已完成 安裝

Ch7
4. Discuss the types of actions that customers can take in response to a service failure. What type of
complainer are you? Why? As a manager, would you want to encourage your customers to be voicers? If so,
how? 討論客戶在服務故障時可以採取的行動類型。你是什麼類型的抱怨者？為什麼？作為一名經理，你想鼓勵你的客戶成為代言
人嗎？如果是，怎麼做？

I am passive type of complainer, because:

我 是 被動型 抱怨者

1. Less likely to take action

不太可能 採取 行動

2. unlikely to say anything to the provider

不太可能 說任何話 對供應商

3. unlikely to spread negative word

不太可能 傳播 負面 詞彙

4. doubt about the effectiveness of complain

懷疑 對 有效性 投訴

5. personal value argue against complain

個人 價值觀 反對 抱怨

Customer can be encourage to be “voicers” by letting them know the firm welcome their
客戶 可以 鼓勵 成為 代言人 讓 他們 知道 公司 歡迎 他們

complain and suggestion, and by provide easily avenue for complain.

投訴 和 建議 ,並 提供 方便 管道 投訴

2. Discuss the benefits to a company of having an effective service recovery strategy.

討論制定有效的服務恢復策略對公司的好處
The benefit service recovery strategy is:
好處 服務 恢復 策略

(1) increase customer satisfaction and loyalty;

提高 客戶 滿意 和 忠誠

(2) discover value information that (can be apply) in continuous improvement effort,
發現 價值 資訊 可用於 持續 改進 工作

ultimately reduce failure.

最終 減少 失敗

(3) better employee morale because employee don’t like to be face with repeat failure with
更好 員工 士氣 因為 員工 不喜歡 面對 重複 失敗

no way to resolve.
沒有辦法 解決

1. Why is it important for a service firm to have a strong recovery strategy?

為什麼服務公司制定強有力的恢復戰略很重要？

Because even the best company cannot avoid service failure, recovery is crucial for
因為 即使 最好 公司 無法 避免 服務 失敗 恢復 至關重要

retain customer and prevent harmful negative word-of-mouth.

留住 客戶 和 防止 有害 負面 口碑

A strong recovery strategy can positively impact customer satisfaction and loyalty, and can
強力 恢復 策略 可以 產生積極 影響 客戶 滿意 和 忠誠 ,和 可以

also improve (bottom line) performance.

提高 底線 績效
Ch12

6. Discuss the customer’s role as a productive resource for the firm. Describe a time when you played this
role. What did you do and how did you feel? Did the firm help you perform your role effectively? If so,
how?
討論客戶作為公司生產資源的角色。描述一下你扮演這個角色的時間。你做了什麼，感覺如何？公
司是否幫助你有效地履行職責？如果是，怎麼做？

They contribute time, effort, information, and other resource to facilitate provide of the
他們 貢獻 時間 精力 資訊 和 其他 資源 促進 提供

service. For a while, I took my car to the car factory so that I could use their repair service.
服務 有一段時間 我 把 我 車 帶到 汽車 工廠 這樣 我 可以 使用 他們 維修 服務

They complete this work for me, not just by conduct a simple inspection, but by
他們 完成 這項工作 為我 不僅 進行 簡單 檢查 還

comprehensively help me with repair. When I watch it, they diligent complete each part
全面 幫助 我 維修 . 當 我 看 時候 他們 勤奮 完成了 每一部

, which was quite helpful.

這 很有 幫助

2. Why might customer actions and attitudes cause the service performance gap to occur? Use your own
examples to illustrate your understanding. 为什么客户的行为和态度会导致服务绩效差距的出现？用你自己的例子
来说明你的理解。

The customer (has to have some sort) of input for a service (to be done) no matter what it has to be,
客戶 必須 有某種 輸入 服務 完成 無論 它是 什麼

for example, just like a salesperson sell clothe. When encounter a bad service attitude,
就像 售貨員 賣 衣服 當 遇到 不好 服務 態度

we cannot improve the high-quality of service without the customer's feedback. If you
我們 無法 提高 高品質 服務 如果沒有 客戶 回饋 如果 你

provide high-quality service to customer, they should not have an attitude toward the
提供 高品質 服務 客戶 他們 不應該 態度 抱有

service you provide them, they should leave with a smile.

服務 你 提供 他們 應該 離開 笑著
7.Discuss the customer’s role as a contributor to service quality and satisfaction. Describe a time when
you played this role. What did you do and how did you feel? Did the firm help you to perform your role
effectively? How?

Through their effective participation, customers can contribute to service quality and to their own

satisfaction. In many services, such participation is essential (e.g., education, health care, weight loss and
counseling). unless the customers perform their roles in these settings, they cannot receive quality
service.