服务提供者沟通技巧作为顾客满意的主要决定因素:以医生服务为例

Dr. Indrani Majumder
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引用次数: 0

摘要

沟通方式对顾客的购买概率、信任、满意度、感知服务质量、品牌情感感知、能力感知和依恋感知有显著影响。社会互动模型告诉我们,当消费者参与服务互动时,他们很大程度上依赖于服务人员的沟通方式来发展他们的评估,而他们对服务问题知之甚少。前线服务人员代表着组织的形象。顾客对组织的看法受到他们在第一线的经历的影响。客户的不良服务交付体验会影响组织的形象,因为客户可能会与其他人分享他/她的不良经历。因此,重要的是组织要确保一线服务的质量,以确保组织的积极形象。研究表明,雇主有必要为员工提供培训,以提高他们的沟通技巧,培养良好的态度。
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Communication Skill of Service Provider as the Principal Determinant of Customer Satisfaction: A Case of Doctors’ Service
Communication style is intensely influential on customers' purchase probability, trust, satisfaction, perceived service quality, and perceptions of brand affection, competence, and attachment. Social interaction models tell us that when consumers engage in service interactions, they rely largely on the communication style of the service personnel to develop their evaluations in which they have little knowledge of service issues. The frontline service personnel represent the image of the organization. The perception of customers towards the organization is influenced by their experiences at the frontline. A poor service delivery experience by a customer influences the image of the organization as the customer may share his/her bad encounters with other people. So, it is important that the organization ensure the quality of frontline services to secure a positive image of the organization. The study suggests the need for employers to provide training to the staff to improve their communication skills and develop favourable attitudes.
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