英语翻译,急
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发布时间：2022-04-25 22:37
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时间：2022-06-18 06:30
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时间：2022-06-18 06:30
services marketing literature on managing
the service encounter in order to maximise
customer satisfaction and loyalty. Several
theorists have posited that the key to
maintaining positive customer opinions
of the service brand is to transform the
service proct into an experience
proct. 49 – 51 Pine and Gilmore 52 argue
that as services become commoditised,
business will be forced to rethink the
nature of their procts and shift to selling
experiences rather than procts or services
per se . They defi ne an experience as
when a customer pays to spend time
enjoying a series of memorable events that
a company stages; companies are staging
experiences anytime they engage customers,
connecting with them in a personal,
memorable way.
Arnould and Price 53 defi ne an extraordinary
experience as one in which
customers experience high levels of
emotional intensity and which exists over
time. For Pine and Gilmore 54 , successful
experiences are those which the customer
fi nds unique, memorable, would want to
repeat and sustain over time and would
enthusiastically promote via word of
mouth. They argue that the main difference
between a service and an experience
is in the emotional connection that is
created between the offering and the
customer. Once that connection is made,
they posit, the customer is more likely to
feel greater levels of post-purchase satisfaction,
and to return again and again to
the service brand.
If the service itself is a commodity and
the experience is the economic proct,
then the context in which the service
encounter occurs becomes paramount.
Indeed, the richest experiences are those
that have a ‘ sweet spot ’ which balance
elements of active and passive consumer
participation and in which customers
experience an immersive connection in
the service context. 55 This implies that a
customer must form an emotional bond
to the service context to successfully
execute a service encounter or experience.
Evidence suggests that properly
executed brand experiences will encourage
loyalty by creating emotional connections
through an engaging, compelling and
consistent context.
The context is the environment in
which the service encounter occurs; it
encompasses the physical and relational
characteristics of the setting in which the
customer consumes the service as well as
everything that the customer interacts
within that setting. This defi nition of
context indicates two primary components
of context, physical and relational.
The physical context is made up of the
‘ clues ’ generated by the sights, sounds,
textures and smells of the environment;
the relational context is composed of
those ‘ clues ’ that emanate from people and
the behaviours in which they engage.
有已显着的利益，在
服务营销的文献管理
服务中遇到的，以最大限度地
客户满意度和忠诚度。几个
理论家认为，关键
保持积极的客户意见
该服务品牌是改造
服务产品成为一个经验
产品。 49 -5 1松树和吉尔摩5 2争论
作为服务成为commoditised，
业务将*重新思考
性质，它们的产品和转向出售
经验，而非产品或服务
本身。他们defi氦氖的经验
当客户自付花时间，
享受了一系列令人难忘的事件
公司阶段;公司分期
他们的经验，随时进行客户，
连接与他们在一个个人，
难忘的方式。
arnould和价格53 defi氦氖一个不平凡的
经验之一，在其中
客户的经验，高水平的
情绪的强度和存在超过
时间。为松树和吉尔摩54 ，成功
经验是那些客户
Fi的NDS的独特的，难忘的，希望
重复和维持一段时间，并会
积极推进经字
嘴。他们争辩说，主要区别
之间的服务及经验
是在情感方面，这是
创建之间的提供和
消费者。一旦这方面是作出，
他们posit ，客户更容易
觉得更大程度的购后满意程度，
并返回一而再，再而至
服务品牌。
如果该服务本身就是一种商品，
经验是经济的产品，
当时的上下文中的服务
遇到发生，成为至高无上的。
事实上，最富有经验的，是那些
有'甜蜜点'平衡
要素的主动和被动消费
参与和在顾客
一种美妙的经验，连接在
服务的内容。 55这意味着一
客户必须形成一个情绪债券
该服务的背景下，成功地
执行服务所遇到的或经验。
有证据表明，妥善
执行品牌的经验，将鼓励
忠诚度，创造情感联系
通过从事，令人信服的和
一致的背景。
背景是在环境
该服务所遇到的发生;
包括身体和关联
的特点，设置在其中
顾客消费服务，以及
一切客户互动
在该设置。这defi nition的
背景显示，两个主要的组成部分
语境，物理和关系。
物理背景是弥补了该
'线索'所产生的目光，声音，
质地和气味的环境;
关系的背景下组成
这些'线索'源自人民和
的行为，他们在其中进行。
