Research On The Innovation And Implementation Of The Service Profit Chain Theory Based On The Customer-Orientation

As a result of development of service economy, the social life, customers' consumption habits, and standard of social valuation have changed a lot. However it is common to find that the service quality of service enterprises is rather low even unsuccessful, and they comprehend competitive advantage from an industrial economy point of view. Combining the current study of service management theories, especially the Service Profit Chain Theory (SPC), this thesis recognizes that it can adapt current complicated and changeable economy environment only with clarifying the relationships of key links to service profit and remolding of enterprise service system, which can better satisfy customers' economic and social needs during the consumption process, and can gain the core competitiveness through better value with invisible service.Then, according to the scholars' research on the key position of customers in service value links, such as identification, production, delivering and consumption appraisement, on the basis of systemic overview of the previous study about service profit chain theory, customer-oriented in service management field, and service system design, this thesis points out that service profit chain theory should be innovated with customer-oriented research, and enterprise service system should be designed in a new way.Subsequently, aiming at the problems emerging in the service profit chain theory, such as outside research on the relationship between customer satisfaction and loyalty, developing research on "clients", knowledge of "service production system" needing developing and lack of clarity of service system design deciding the profits etc., and according to the research results on customer-orientation in the field of service management, the paper researches on the elements of service profit chain and their relations: Firstly, it is the loyalty of target customers that not only achieves high profits but help enterprise agglomerate excellent resources to supply core values of customer satisfaction; Secondly, high-quality and long-term customer satisfaction are crucial to customer loyalty; Thirdly, the service enterprise must consider customer perceived value as the only yardstick for service value, and the relationship between customer perceived value and customer satisfaction must also more take account of customer expectations, customer perception, customer characteristics and other individual factors; Fourthly, a good interaction in the process of service is necessary for service value creation to go smoothly, and service system design must include effective management of customers and customers' time; Fifthly, the highly efficient service system design are the ultimate source which affects profits of services sector, because it can enhance the internal quality of service in order to achieve the external service quality and reduce the system cost effectively.Based on these studies, the paper originates the former service profit chain model in the value selection, value creation, value delivery and value achievement. Meanwhile, combining with the conclusion that profit of the services sector comes from system design and based on scholars' study on service system designing, this paper applies the core idea of service profit chain theory and comes up with solutions for service system design: Firstly, clarify understanding of the key factors influencing profits to prepare for the new service system design; Secondly, clarify the logic ideas of business design and set up the system design model which designs recognition of service, service production delivery, service recovery and service improving system; Thirdly, design model based on system and reconstruct value delivery system in terms of service profit chain concept; Fourthly, cultivate a good organizational culture to make sure that the organization can maintain an sustainable improvement.Finally, through the analysis on the continued profitability within Southwest Airlines of the United States, the paper confirms the possibility referred in the customer-oriented service profit chain theory that the service enterprise can finally realize the excess profits if focusing target customer service core values, emphasizing service system design, continuously improving service quality and enhancing internal efficiency to satisfy enterprises, employees and customers can be agreed.The innovation of this paper lies on the following five points: Firstly, consider customers as a key factor of production while introducing customers into the aspect of value creation in service profit chain, and highlight the importance of effective interaction between customers and staff and the information exchange in the production; Secondly, specify the status of customer perceived value as standards for determining service value so as to introduce customer perceived value into the aspect of value identification in service profit chain; Thirdly, pointing out that transformation from the customer satisfaction to customer loyalty has to go through a process from the transaction to the relationship, we must focus on the dynamic long-term analysis. Indicating that high-quality long-term customer satisfaction is a necessary condition for customer loyalty, this paper also introduces such relationship into the aspect of value achievement in service profit chain; Fourthly, accomplish a comprehensive customer-oriented reformation on three core aspects: value production, value identification and value achievement, put forward the customer-oriented service profit chain model, and finally find the critical role of service system design influencing profit; Fifthly, propose service system design model and make series of system design work on basis of it.