Research On The Management Measures Of Service Encounter Based On Customer Value

With the rapid industrialization in China, the contribution of the service sector to the economy will increase year by year and more attention will be paid to service management. Service encounter, an important aspect in service management, is the key to improve customer perceived value and service quality so to achieve customer satisfaction. Research on service encounter will throw highlight on service management.Firstly, the newest theories related are introduced and the research hypotheses are put forward. The author, based on the hypotheses, systematically discusses the metrical method of customer value and the internal relationship between service encounter and customer value. So it is concluded that service encounter is the logic start point, customer value the logic medium and competitive advantage the logic end.What's more, the author thoroughly analyzes the three service encounter factors of social interaction, physical surroundings and self-service and identifies and explains their sub-factors. Afterward, the integrated management framework of service encounter is reached. By tentatively applying the Motivation-Hygiene theory, the service encounter factors are divided into the hygiene-value and the motivation-value factors.The thesis, based on the hygiene-value and motivation-value factors, makes out the three management models of service encounter, including the hygiene-value, the motivation-value and the integrated, and illustrates their management characteristics and emphases. Responding to the three brand positioning strategies of the function, the image and the experience, adaptive service encounter management measures should be taken. The author also probe into the dynamic management in service encounter.The aim of the research lies in uncovering the different power to the customer value-adding from the different service encounter factors so to simplify and improve management. The creativities are as follows:1. establish the hypotheses for the service encounter research and put forward the point of view that the service encounter management should be value-added to customer value.2. identify and analyze the three service encounter management models, based on customer value and the Motivation-Hygiene theory.3. offer the overall and dynamic management measures by combining service encounter and brand positioning and simplify the service encounter management practically.In addition, the service encounter management in McDonalds and Disney is respectively analyzed with the conclusion of the thesis. Some findings are gotten about the service encounter management in China.