营销书后案例答案1Word下载.docx
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营销书后案例答案1Word下载.docx
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SANDMADDY'
SFIRSTSERVICEENCOUNTER
QUESTIONS:
1.Developamolecularmodelforthishospital.
Ingeneral,thecorebenefitthehospitaloffersishealthcare.Thetangibleandintangiblecomponentsoftheexperiencethatspin-offfromthecentermayincludethevariousdepartments,variouspersonnel,equipmentandsupplies,etc.
2.UsingtheServuctionmodelasapointofreference,categorizethefactorsthatinfluencedthisserviceencounter.(TypicalresponsesshouldbesimilartothoseprovidedinExhibitI).
Emmy'
sandMaddy'
sfirstserviceexperiencehighlightssomeofthebasicdifferencesbetweentheproductionanddeliveryofgoodsversusthatofservices.Incontrasttogoods,servicesdeliverabundleofbenefitstotheconsumerthroughtheexperiencethatiscreatedfortheconsumer.Mostconsumersofgoodsneverseetheinsideofthefactorywheretheirgoodsareproduced.Incontrast,consumersofhealthcareservicesarephysicallypresentwithintheproductionfactory.Asaresult,patientsdointeractwithpersonnelwhoperformtheserviceandareinfluencedbythephysicalaspectsofthesurroundingenvironment.
OnesimplebutpowerfulmodelwhichillustratesfactorswhichinfluencetheserviceexperienceisTheServuctionModel.TheServuctionmodeliscomprisedoftwoparts:
thatwhichisvisibletothepatientandthatwhichisnot.ThevisiblepartoftheServuctionmodelconsistsofthreeparts:
theinanimateenvironment,thecontactpersonnel/serviceprovider,andotherpatients.Theinvisiblecomponentofthemodelconsistsoftheinvisibleorganizationandsystems.
TheInanimateEnvironment
Theinanimateenvironmentconsistsofallthenonlivingfeaturesthatarepresentduringtheserviceencounter.Sincehealthcareservicesareintangible,theycannotbeobjectivelyevaluatedlikegoods.Hence,intheabsenceofatangibleproduct,patientslookfortangiblecluesthatsurroundtheservicetobaseserviceperformanceevaluations.Thephysicalappearanceofthehospital,its'
grounds,hallways,elevators,stairwells,patientrooms,publicrestrooms,andfoodfacilitiesenterintothepatient'
sperceptionofthehospital'
soverallperformance.
ContactPersonnel/ServiceProviders
Unliketheconsumptionofgoods,theconsumptionofservicesoftentakesplacewithinthe"
servicefactory."
Theinteractionbetweenpatientsandstaffcanbetermed"
criticalincidents"
or"
momentsoftruth"
andrepresentthegreatestopportunitiesforgainsorlossesintermsofinfluencingpatientservicequalityperceptions.Duetothelackofseparationbetweenpatientsandproviders,providersmustpossessinterpersonalskillsinadditiontothetechnicalskills.Unfortunately,duetothedemandsofthejob,mostemployeesreceivethetechnicaltraining,whiletraininginpatientrelationsistreatedassecondaryoras"
fluff."
.
OtherPatients
ThevisibleportionofTheServuctionModeliscompletedwiththeintroductionof"
PatientA"
and"
PatientB."
PatientAistherecipientofthebundleofbenefitsthatiscreatedthroughtheserviceexperience.PatientBreferstootherpatientswhoarepartofPatientA'
sexperienceandwhocandramaticallyimpactPatientA'
sexperience.EmergencyRoomwaitingareasandsemi-privateroomsprovideampleevidenceofjusthowlargeanimpact,bothpositiveandnegative,patientscanhaveononeanother.
InvisibleOrganizationandSystems
ThevisiblecomponentsoftheServuctionModelaresupportedbytheinvisibleorganizationandsystems.Theinvisibleorganizationandsystemsreflecttherules,regulations,andprocessesuponwhichtheorganizationisbased,therefore,theimpactuponpatientscanbeveryprofound.Theinvisibleorganizationandsystemsdeterminefactorssuchas:
informationformsneededtobecompletedbypatients,thenumberofstaffscheduledforeachshift,andthepoliciesoftheorganizationregardinganythingfromthenumberofvisitorstodischargeprocedures.
2b(optional).AnotherveryusefulexerciseistointerpretthesignalssenttothefamilybythefactorswhichcomprisetheServuctionModel.Askparticipantstoplacethemselves"
intheshoes"
oftheparentsofEmmyandMaddy.Howwouldyouinterpreteachofthefactorswhichwereclassifiedinquestion#1.(Thefamily'
sactualreactionsaredescribedinExhibitII).
3.Howdotheconceptsofintangibility,inseparability,heterogeneity,andperishabilityapplytothiscase?
Obviously,heathcareisanintangibleproductthatisassociatedwithquiteabitoftangibleevidence.Manypatientsfeeltheylacktheexpertisetomakeobjectiveevaluationsconcerningtheirqualityofcare;
therefore,qualityofcareperceptionsareoftenbasedonthetangibleevidencesurroundingtheservice.Theeffectsofinseparabilityarealsoevident.Inordertobetherecipientofhealthcare,thepatientsandtheirfamilym
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