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在今天的社会中,服务正变得越来越重要,无论是对国民经济的贡献,还是提供的就业机会,服务业的增长都超过了制造业。加快发展服务业,是我国“十五”期间经济发展的一项重大战略决策。但服务产品因其独有的特性,使得服务营销不同于传统的营销。对于绝大多数的服务产品来说,顾客都会不同程度地介入服务生产过程,这使得服务组织中人的因素对于服务营销来说至关重要。著名的服务营销学家克里斯蒂·格鲁诺斯提出,服务业的营销实际上由
In today's society, services are becoming more and more important. Both the contribution to the national economy and the employment opportunities provided by the service industry have surpassed manufacturing. Accelerating the development of the service industry is a major strategic decision for economic development during the period of “the 10th Five-Year Plan” in our country. However, service products because of its unique characteristics, making service marketing is different from the traditional marketing. For the vast majority of service offerings, customers have varying degrees of involvement in the service manufacturing process, making the human factor in the service organization crucial to service marketing. Kristi Gronos, a well-known service marketing scientist, suggested that the marketing of services actually consists of