marketing de servicios ii
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Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios; Objetivos
Marketing de servicios; Objetivos
• 3. Identificar los componentes de la satisfacción del cliente y señalar las ventaja y las desventajas de la administración de las relaciones con los clientes
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Comprensión de la experiencia del servicio
Objective 2
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Comprensión de la experiencia del servicio
Objective 2
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Entorno físico de los servicios
Objective 2
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Entorno físico de los servicios
Objective 2
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Entorno físico de los servicios
Objective 2
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Entorno físico de los servicios
Objective 2
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Entorno físico de los servicios
Objective 2
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Entorno físico de los servicios
Objective 2
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Entorno físico de los servicios
Objective 2
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Los proveedores de servicios
Objective 2
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Otros clientes
Objective 2
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Organización y sistemas
Objective 2
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Creación de experiencias atrayentes
Objective 2
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El afán por lograr la satisfacción del cliente
Objective 3
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¿Qué es la satisfacción del cliente?
Objective 3
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La importancia de la satisfacción del cliente
Objective 3
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Los beneficios de la satisfacción del cliente
Objective 3
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Los beneficios de la satisfacción del cliente
Objective 3
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Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
La satisfacción en la administración de las relaciones con el cliente (CRM o ARC)
Objective 3
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
La satisfacción en la administración de las relaciones con el cliente (CRM o ARC)
Objective 3
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Resultados de la ARC o CRM
Objective 3
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Resultados de la ARC o CRM
Objective 3
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Resultados de la ARC o CRM
Objective 3
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Resultados de la ARC o CRM
Objective 3
Resultados de la ARC o CRM
• ParticipaciónParticipación – La información de los clientes es compartida con
otras áreas de la organización y también es vendida a otras empresas. Si bien el cliente puede ser nuevo para la organización, su historial y potencial de compra son materia bien conocida por los involucrados
Objective 3
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Limitaciones de las prácticas del CRM
Objective 3
Limitaciones de las prácticas del CRM
• El CRM es limitado porque se concentra en los patrones de compras pasadas. En realidad lo que los clientes gastan hoy no siempre pronostica con certeza el comportamiento futuro
• La discriminación en los servicios también lleva a algunas interrogantes éticas y legales interesantes ¿Se trata de una forma de alfombra roja?
Objective 3
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