提高服务质量的十项建议毕业论文外文文献翻译.docx

Ten Lessons for Improving ServiceQualityLeonard Berry, A. Parasuraman, and Valarie Zeithaml, 2003 [03-104]Between 1983 and 1993，Berry, Parasuraman, and ZeithamI conducted a comprehensive, five-phase study of service quality in America under the sponsorship of the Marketing Science Institute. They have published a series of MSI monographs, journal articles, and several books based on this research. They reflected on their research journey in an MSI commentary that was published in 1993 and republished in 1994 by the Academy of Management Executive, and is now reprinted here. In the preface below they re-visit their reflections of ten years ago.PrefaceQuality sendee helps a company to maximize benefits and minimize burdens for customers一the essence of delivering value. Because it is important to most customers and defies imitation by competitors, quality service offers a key competitive advantage. Indeed, firms in every industry have demonstrated the differentiating power of excellent service. Yet, despite this, price competition seems to dominate company efforts to provide value. The meteoric growth of Wal-Mart Stores一and the tendency of many firms to lower prices as a first response to softening demand——has focused so much marketing energy on price competition that it has become difficult not to assume that customers care only about price.A singular focus on price competition means that the firm is competing only on the "burden^ component of value and ignoring the “benefit” component. Rather than investing in quality service to “decommoditize” the business, firms are emphasizing low price which serves to further "commoditize" the business. Service in America would be much improved if managers would embrace one central operating principle: the tougher the price competition in our industry, the more important quality service is to our company——because superb service gives customers non-price reasons to do business with us.In 1993, our purpose in writing a commentary was to consider our research findings and experience holistically as a foundation for offering guidelines to managers on improving service.We presented our guidance in the form of service quality "lessons/9 identifying ten that applied across service industries and were essential to service improvement. They are as follows:1 .Lesson of listening — understand what customers really want through continuous learning about the expectations and perceptions of customers and noncustomers ( e.g.^by means of a service quality information system).2. Lesson of reliability—reliability is the single most important dimension of service quality and must be a service priority.3. Lesson of basic service—service companies must deliver the basics and do what they are supposed to do-i — keep promises, use common sense, listen to customers informed, and be determined to deliver value to customers.4. Lesson of service design — develop a holistic view of the service while managing its many details.5. Lesson of recovery—to satisfy customers who encounter a service problem, service companies should encourage customers to complain ( and make it easy for them to do so), respond quickly and personality, and develop a problem resolution system.6. Lesson of surprising customers — although reliability is the most important dimension in meeting customers^ service expectations, process dimensions( e.g.. assurance responsiveness, and empathy) are most important in exceeding customer expectations, for example, by surprising them with uncommon swiftness, grace, courtesy, competence, commitment, and understanding.7. Lesson of fair play —service companies must make special efforts to be fair and to demonstrate fairness to customers and employees.8. Lesson of teamwork—teamwork is what enable large organizations to deliver service with care and attentiveness by improving employee motivation and capabilities.9. Lesson of employee research—conduct research with employees to reveal why service problems occur and what companies must do to solve problems.10. Lesson of servant leadership — quality service comes from inspired leadership throughout the organization; from the effective use of information and technology; and from a slow-to-change, invisible, all-powerful, internal force called corporate culture. In our view, these ten lessons represented the foundation for service improvement. The potential for service improvement is diminished if even one of these ten essentials is missing. In our view, these ten lessons represented the foundation for service improvement. The potential for service improvement is diminished if even one of these ten essentials is missing.After ten years, the question of course is, Are the lessons still relevant? Do they still apply to American firms? We believe they do and wish more businesses had heeded them during the past ten years. Indeed, these lessons have stood the test of time; our regret is that so many firms have ig。