my elective service marketing thesis, patched together

"Good attitude attracts repeat customers"

-Service attitude determines service quality

Abstract: The attitude of personnel is very important for consumers to get good products and services. "It costs more to get a new customer than to keep an existing customer." One of the secrets of attracting repeat customers is the attitude of consumers. Smiling service and attentive service are the two key secrets of a good attitude.

Keywords: attitude, smile and intention

"the good nner attractions the repeating customer"

——————————— Service attitude decision grade of service

Paper abstract: the consumer wis. h obtains the good product service, sales personnels' nner is very important. “obtains a new customer to detain an existing customer to spend is bigger.”But attracts the repeat customer jor part secrets are consumer's nner. But the smiling service and serves is the good nner two big essential secrets attentively.

Key word: Manner s Mile intention

From the concept of service marketing, consumers' purchase of products only means the beginning of work, not the end. Enterprises are concerned not only with the successful sale of products, but also with consumers' feelings in the whole process of enjoying the services provided by enterprises through products. This can also be understood from Maslow's hierarchy of needs theory: people's highest needs are respect needs and self-realization needs, and service marketing provides this demand for consumers (or people), while traditional marketing methods only provide simple satisfaction for consumers' physiological or safety needs. With the progress of society and the improvement of income, consumers need not only a product, but also a specific or personalized service brought by this product, so that they have a feeling of being respected and realizing their self-worth, and this feeling brings customer loyalty.

As consumers, people are the first to face in most cases, and they are often the "face project" of an enterprise. Milu once said: "Attitude decides everything". The attitude of personnel is very important for consumers to get good products and services. "It costs more to get a new customer than to keep an existing customer." One of the secrets of attracting repeat customers is the attitude of consumers.

1. Smile service

When expanding the market and market share, enterprises often put more energy into developing new customers, but it will cost more to develop new customers than to keep existing customers. In addition, according to foreign survey data, the expectation of new customers is generally higher than that of old customers. This greatly affects the success rate of developing new customers. Undeniably, new customers represent new markets, which can't be ignored, but we must find a balance point, and this fulcrum needs every enterprise to constantly explore.

On hearing the word "smile", someone will think: Everyone has a face, and every face will smile. What is there to tell you? I believe that everyone has experienced a frown and a cold face. At that moment, didn't your heart yearn for a sunny smile?

actually, a smile is the most beautiful flower in the world, and it is the eternal spring between people. Its power is so great that when you face it, you can't be angry, yell, blame or refuse.

Smile service is one of CCB's service concepts, and it is also a basic requirement for employees' quality. Many industries all over the country are advocating smile service, so many people take pains to practice in front of the mirror, trying to practice a Mona Lisa-like smile. However, they didn't realize that a smile can not be practiced like counting money or abacus until their cheeks swelled. Smiling is not a professional smiling face, but an emotion, which can also be said to be an expression of temperament.

At present, consumers' self-protection of rights and interests, the need to be respected, and the increasing competition in the industry, people pay more and more attention to the "smile service" which embodies good, standardized and humanized service. Therefore, "smile service" is a kind of service standard with high added value and is considered to have a certain level. Smile is a world language without translation. It conveys a kind, friendly and pleasant message. It is not hard to smile, but it can produce infinite charm. The beneficiary becomes rich, but the giver does not become poor. It is fleeting, but it often leaves permanent memories. The importance of smiling service lies in:

(1). Smiling service can bring good first-cause effect

First-cause effect, also called first impression, refers to the initial impression formed during the first communication. It has the characteristics of preconceived ideas and has a great influence on the future exchanges between the two sides. In the process of service reception, the first impression is reflected in the feeling registration formed by the observation of the appearance, speech and behavior of the service personnel. Although the first impression is short-term or even instantaneous, it not only affects the psychological activities of guests, but also affects the service communication, and sometimes even affects whether the service work can be carried out smoothly. Once a guest has a bad first impression on the service staff, it is very difficult to change it, and it often takes dozens of times more energy than before. Therefore, it is quite necessary to greet guests with a smile when making initial contact with guests. It can quickly harmonize the relationship with guests and get twice the result with half the effort.

(2). Smiling service can bring convenience to service work and improve work efficiency

Smiling has an active role in inducing guests' emotions, which are often influenced by the attitude of service personnel. In service communication, because of smiling expression, service personnel naturally use gentle tone and polite tone, which can not only arouse guests' heartfelt goodwill, but also stabilize guests' anxiety and impatience. Voice is not language, but the change of language, intonation and speaking speed can imply the attitude of service personnel. Smiling can modify these voice hints inadvertently, making guests feel relaxed and happy in the whole interaction. Smiling service is a kind of heart-to-heart exchange, which is beneficial to the smooth progress of service work. At the same time, in service communication, smiling is also easy to bring good emotional atmosphere such as enthusiasm, initiative and self-confidence to the service personnel themselves, and the service personnel in this atmosphere will also improve their work efficiency. Smile not only brings convenience to service work, but also brings a sense of accomplishment to service workers themselves, which is beneficial to their physical and mental health.

(3). Smiling service enables service personnel to capture the entry point of service work as early as possible

The difficulty of service work lies not in how to meet the needs of guests, but in not knowing what the guests really need. What a guest really needs can only be revealed when he meets problems and difficulties. Only at this time can the skills of good service personnel be fully demonstrated. In other words, the quality of service can be seen better at this time. The smiling service of front-line service personnel can close the distance with the guests emotionally. When the guests encounter problems and difficulties, they will naturally and timely raise them, which will help the service work to be carried out with a clear aim. At the same time, some seemingly small problems and difficulties can not be found and solved, which directly affects the service quality. For example, in the process of eating, guests eat all meals that are not to their taste, and they really want to tell the catering waiter to order a separate meal, but the indifferent expression of the catering waiter may dispel the idea of the guests. This guest who doesn't eat well will not only feel upset in his stomach, but also have a bad mood. His bad mood will easily "spread" to more people and have a bad influence on the enterprise. Therefore, in order to make the work meticulous and thoughtful and win the recognition of the guests, we should find the problems as early as possible, and smiling service can be said to be a shortcut.

(4). Smiling service can bring good economic benefits to the business center

Service personnel both act as personal roles and represent the enterprise. These two roles depend on each other, that is to say, the image of the enterprise is reflected by each specific service personnel. If every employee can serve with a smile, guests will not only feel that the service staff is doing a good job, but also sublimate this specific feeling to the recognition of the corporate image. On the other hand, if the individual service staff is indifferent, not active and enthusiastic enough, the guests will think that the waiter has a bad attitude, which will also affect the corporate image. With the development of society, people's ideas have changed greatly, and guests' awareness of enjoying service is getting stronger and stronger. If enterprises want to survive and develop in the competition, they must strive to win the favor of more guests with smiling service and characteristic service. Therefore, the service of smiling is very important.

There is a poem, which is said to be seen in shops, restaurants, airports and many other places in Paris, France, to the effect that smiling is effortless/but it can bring endless charm/the beneficiaries become rich/the giver does not become poor/it is fleeting but often leaves permanent memories/the rich are rich but no one is willing to abandon/the poor are poor but no one can give/it brings families. It is also a wonderful expression of friendship. It can relieve fatigue for the tired and give courage to the desperate. If you meet someone who doesn't give you the smile you deserve, give him your smile generously, because no one needs it more than the one who never gives others a smile. If we don't use a smile in our life, it's like putting a huge deposit in the bank without a passbook to withdraw this wealth.

an Indian proverb says: sow an idea and reap an action; Sow an act and reap a habit; Sow a habit and reap a character; Sow a character and reap a destiny. Therefore, the trustworthy service quality, admirable service efficiency and satisfactory service attitude we advocate are by no means superficial things, but should be the behavior we reap from the thoughts we sow, and become the habit and character that every CCB member has. This kind of thinking is the collective sense of honor, the sense of responsibility and positive life, and the excellent consciousness of optimism and helping others, which is not only our "doing my best, but also our shame".

Because a smile has the power to penetrate the soul, it can eliminate all suspicions and misunderstandings, and all sorrows and sorrows. Let's receive every good or fierce customer with a smile and greet every sunny or rainy day with a smile.

2. Serve with your heart

In the old city or in the prosperous commercial areas, you will often find many self-contained clothes and department stores. Although these shops are small, they have a lot of people, and they can be operated for a long time to accompany the neighbors to live together. The reporter found that the owners or clerks of these shops are usually some aunts. These aunts, with their affinity, attract many white-collar workers and teachers to "help", so that the store has a fixed customer base and brings good economic benefits. Aunt Huang is one of the "aunt-level" bosses and shop assistants.

As we all know, the attitude and skills of shop assistants greatly affect customers' desire to buy after entering the store. Aunt Huang's shop mainly sells underwear, pajamas and home clothes, with an average monthly net profit of more than RMB. According to the reporter's observation, most of the customers entering the store are women, including white-collar workers at work, at home, and retirees. They either concentrate on their pajamas or chat with Aunt Huang. Every time a customer comes in, Aunt Huang will warmly say hello: "Long time no see you. How's it going? We've got a good new product. Let me show it to you. "

just a few simple warm greetings can keep attracting customers? Of course not. Aunt Huang, who has experience, summed up several skills.

(1) I like a relaxed shopping environment. "Maybe it's our aunts who feel kind and relaxed. Customers just come in to see or cut prices, and I won't be disappointed or unhappy. " Aunt Huang said with a smile. Therefore, many customers just entered the store to chat with Aunt Huang at first. However, in the process of this chat, the purchase was promoted.

(2) customers don't want shop assistants to follow them step by step. "I open a shop in the old city and do neighborhood business. Therefore, it is usually' let go' and let customers find their own. Unlike clothing stores, shop assistants are all one-on-one, and follow the customers step by step after entering the store, which makes many customers feel uncomfortable. "

(3) Pay attention to every customer, especially the old customers. Aunt Huang said that whenever an old customer comes back to the store, she will express her gratitude. "Old customers are the best customers. For the store, it means an increasing return rate. " Studies have shown that for every 5% increase in customer loyalty, the profits of enterprises can increase by 25%.

(4) seize the opportunity to "expose the shortcomings". Under normal circumstances, most shop assistants will be "huangpo melons, boasting themselves" and will not expose their shortcomings. In response to the reporter's question, Aunt Huang replied that today's customers have been accustomed to the "good" goods introduced by shop assistants, and they are also accustomed to "not at all" when they go home to use them. However, if the merchants still blindly adopt Wang Po melon-style sales promotion, they will not pay attention to it. However, "self-exposure of shortcomings" makes customers feel fresh and credible, adding a friend-like approach and being more willing to accept this product and shop. The so-called "self-exposure shortcomings" means that the clerk reminds customers that a certain type of clothes is easy to fade; Clothes wrinkle easily; Buttons fall off easily. Of course, Aunt Huang said that it takes courage and self-confidence to "expose your shortcomings". Courage is to dare to deny yourself; Self-confidence means believing that your products can mature step by step.

In fact, these experiences and skills are also applicable to shop assistants of other types. Aunt Huang said that under the premise that the goods have a certain quality assurance, the clerk and the boss treat the customers with care, which is the most critical point for the store to operate.

an employee who is good at grasping the psychology of users' needs can get twice the result with half the effort in product promotion. It can be said that a mature employee, coupled with a good and mature management system of the enterprise, can create the profit target that the enterprise craves. That is to say, mature professionals plus good management = success, both of which are indispensable, and the two sides always complement each other. So-called, is a kind of guidance, it is based on this kind of guidance, it is necessary for businessmen to understand and grasp the psychology of consumers, and through their psychology to their surface needs.