A 3Ps Model in Service Marketing

摘要：

To better recognize needs of customers and measure the factors influencing their satisfaction,Gronroos built up a service quality model,which suggested that customersevaluation about service was a function of expected service and perceived service,between which the gap constructs immediately an assessment of a service.In a service progression,organizations are required to execute both instrumental performance,the final result that customers desire,and expressive performance,a process that customers enjoy,so that they would be patrons.With 7Ps service marketing,the old 4Ps marketing is antiquated,particularly in service industry.Therefore the new 3Ps marketing factors are developed into a model,within which,people acts the interaction part with customers and physical evidence as a support medium by organization while process represents a progression that can satisfy customersexpected service and perceived service with both instrumental and expressive performance.

关键词： expected service perceived service new 3Ps model

作者: YJI Hsu

作者单位: College of Management,Tianjin Normal University,Tianjin 300387,China

会议类型: 国际会议

会议名称: 2008 Summit Internayional Marketing Management Conference(2008国际营销管理首脑会议)

会议地点: 天津

会议语种:英文

页码: 8-12

在线出版日期: 2008-05-01（万方平台首次上网日期，不代表论文的发表时间）