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??? M994011023

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Chapter 7 M994011023 M994011022 M994011019 M994011024 M994011016 – PowerPoint PPT presentation

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Title: ??? M994011023


1
Chapter 7
??????????
  • ???
  • ??? M994011023
  • ??? M994011022
  • ??? M994011019
  • ??? M994011024
  • ??? M994011016
  • ??? M994012004

2
???????
  • ?????????
  • ???????(idiosyncratic)
  • ???????????
  • ???????????????
  • ????????????????
  • ?????????????????????
  • ???????????????,?????????????????

3
????????
??? ????
?? ???????????????????? ?????????????
?? ?????????? ????????MIS???
???? ????????? ??????????,?????????????
???? ?????? (?????) ?????? (????) ????????
4
?????????
????
????
  • ?????????????????????

??
??
5
????????
????
  • ??????????????,??????????????????
  • ??????????,??????????

????
??
??
6
??????
  • ??????????????????,???????????????????
  • ?????? (high degree of customer contact)
  • ???????????,?????????????????????????
  • ?????? (low degree of customer contact)
  • ?????????????????

7
??????
  • ????
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  • ??
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  • ??/????
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  • ??????????????
  • ???????????
  • ???????????,????
  • ?????,??????
  • ??????,?????????

8
??????
  • ????
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  • ?????,?????????
  • ?????,????????

9
???????
???????????
??? ???
?????? ??????????????
????????? ????????????
10
??????????????
  • ????????
  • ?????????????
  • ??????????
  • ????????????
  • ????????????

11
??????
  • ???
  • ??????(????????)
  • Target
  • ????(???????????????)
  • ???? ???
  • ????(??????????????????)
  • ??????? ?? -- ????
  • ??????(????????????????)
  • ???????

12
??Starbucks
  • ????
  • ?????????????????????????
  • ????
  • ??????????
  • ??????????????
  • ????
  • ????????????,??????
  • ??????????????
  • ???????????????
  • ??????????,????????
  • ??????????????
  • ??????????,?????????????
  • ??????
  • ??????????
  • ????????????
  • ?????????????
  • ?? ????,?????????

13
Starbucks Process
????????
??????
????
???? ?????
?? ???
??????????
?? ???
???????
?????? ???????
???????
14
??????
  • 1. ?????? (????)
  • ????????????? (??)
  • ??????????? (??/??)
  • ????? (??)
  • ?????? (One Stop Shopping)
  • ???????????????????? (??)
  • ???????????? (????)

15
???????-??????
????
?? ??/?? ?? ??? ?? ????/????
???? ? ?
??? ? ? ?
eBay ? ? ? ?
?????? ? ?
16
???????????????
???????? ??? ???
4.02 ???????
3.91 ??

3.87 ????
3.82 ?????
3.79 ??????????
3.79 ????
3.72 ??
3.68 ????????
3.68 ????
3.66 ????????
3.66
17
???????-???????
??????????????
??
????
????
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????
??
?? ??
?? ??
???
??
????
????
?? ????
????
??
?? ???
????? ????
????/???????
18
????????
??/???????
???? ????? ?????
(????) (????) (????)
?
?
??? ?????
???????
??? ????
???? (????????????????)
????
??? ????
????
?????
????
?
?
19
??/??????vs.??????????
??/???????
?
?
???? ???
????
???? ??
???? ??
????
????
????
????
????
????
????
????
????
????
????
????
?? ???
??? ??
?? / ????
??? ???
??? ??
20
???????
  • ????
  • ??????????,??????????,??????,?????????,??????????
    ???????????????
  • ???????????
  • ????????
  • ??????????

21
???????
  • ?????
  • ?????????????,????????,????????,????????,???????
    ?????????????(???????????)?
  • ???????????
  • ????????
  • ????????

22
???????
  • ????
  • ?????????????,????????????,??????????,??????????
  • ???????????
  • ????????
  • ?????????

23
???????
  • ???????
  • ????????????,???????????????????
  • ?????????????
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  • ?????????

24
???????
  • ???????
  • ?????????,?????????????,????????????????
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  • ????????
  • ?????????

25
???????
  • ????????
  • ????????????????????,????????????????????????????
    ?,?????
  • ?????????????
  • ????????
  • ??????/????

26
????????
?????? ??????
???? ??????? ???? ???? ????????????? ?????????????? ???????????????? ??????????????(??????trade-off)
27
???????
  • ????(service blueprint)
  • ???????
  • ??????????????????(?????)???????
  • ??(poka-yokes)
  • ????????????????????
  • ????????????????????
  • ?????????????????3T?
  • (task-??????treatment-??????????tangible-??????
    ????)

28
???????????
???????
???????
?????????
??????
??????
??????
???????????
???????
????
???
?
?
????????
??????
????? ????
????????? ?????????,??????????
29
???????????-?
???????
????????
?????????
????
????
???????????
????
????
?????????
??????
????
?? ????? ????????? ???????
??
????
30
7-6 ??????????
?? ?? ??
???? 1.???????????,????? 2.??????????,???????? 3.?????????, 4.???????? 5.?????? ????????????? ???
31
7-6 ??????????
?? ?? ??
????? 1.??????????,????? 2.???????,???????? 3.????????????????? 4.???????????,???????? ?????? ??????
32
7-6 ??????????
?? ?? ??
???? 1.???????????????????(????????????) 2.??????(????)?????????(????????????) Nordstrom?? Ritz-Carlton??
33
?????????????
  • 1.????????????????
  • 2.????
  • 3.???
  • 4.????,???????????????
  • 5.??????????,?????????
  • 6.????????????????????
  • 7.??????

34
???????????
  • ????????
  • -???????
  • -?????????
  • Chase?Dasu??????????????
  • -??????(?????)?
  • -????(???????)?
  • -???????(???????)

35
??????????
  • ???????
  • -??????????????
  • -????,????
  • -???????
  • -???????
  • -??????????
  • -????????????

36
???????
?7? ???????? ?7???
????????? (The New Service Development Process
Cycle )
37
?????????????
?7? ???????? ?7???
?????????????????????????
TARGET CUSTOMERS
SURVICE PROVIDER
SURVICE PRECESS DESIGNERS
PROMISES
SUPPORT
SERVICE GUARANTEE POSITIVELY ! ABSOLUTELY
! OVERNIGHT !
DESIGN BASED ON CUSTOMER SATISFICATION
38
?????????????
?7? ???????? ?7???
?? YAHOO ?????????24??????????????
39
?????????????
?7? ???????? ?7???
?????(Waiting Line Analysis)???????????????????

40
?????????????
?7? ???????? ?7???
??????????? ?????(????)? ???????(??????????)? ???
?????(????????)? ?????????
??????????? ?????????????????????????
??????????????????? ????????????????????, ??????
???????????,??????? ?????????????????
41
??
?7? ???????? ?7???
????????????????????,?????????,??,????????????????
???? ????????????????,??,????????????????????????
?????????????????????
42
???????? ?????
TQM??
43
TQM??
TQM Total Quality Management
????????? ?????????????
???( Management )??
???( Quality )??
???????
??????????
??????? ??????????? ?????????
????
???????
?????
??
?????????
????? (120)
44
????????
45
TQM??
TQM Total Quality Management
????????? ?????????????
???( Management )??
???( Quality )??
???????
??????????
??????? ??????????? ?????????
????
???????
?????
??
?????????
????? (120)
46
?????(???????)
?? ???????????
? ???????
? ???????
? ?????
?????? ??????? ??????????? ?????????
???????? ??????????? ??????????
????????? ?????
??????????????
??????????????????
???????
CSI

?????
???
??? ????
??? ????
??? ???
??? ????
?????
???????
CSI ??????? (Customer Satisfaction Index)
47
??HONDA ??????????
??????
?????? ??????
10
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