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Strategies for improving consumer satisfaction.
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Seung Hak Jeong
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Strategies for improving consumer satisfaction.
1.
最高の満足を生む企業戦略
2.
不満足した事例 ① 携帯電話の購入
3.
プ ラ ン 多 す ぎ ・ ・ ・
4.
+2000円が、 オプションサービス料として請求される。
5.
非常に不満足。
6.
不満足した事例 ② セーターの購入
7.
冬になり、10000円のセーターを購入。
8.
しかし、一回目の洗濯で、
9.
“使用済みのため、受け付けられません”
10.
非常に不満足。
11.
満足した事例 ① スターバックス
12.
もともとのギフトカード
13.
新オンライン・ギフトカード 2014年1月から開始
14.
背景画面、送り方、決済方法などを、 オンライン上で選択可能。
15.
Social Network Services
16.
低価格だが、 非常に満足度が高い。
17.
満足した事例2 ディズニーランド
18.
19.
「非日常の世界」で、更なる「サプライズ」 非常に満足。
20.
不満足事例①の失敗要因 プラン情報の過多 店員の対応の悪さ
高い商品のため期待が高い
21.
店員の情報力不足、 ウィークポイントを言わない対応 アフターケア不足
高い商品のため期待が高い 不満足事例②の失敗要因
22.
満足事例①の成功要因 利便性の高さ 細部までこだわることができる
安い商品のため期待が そこまで高くない
23.
満足事例①の成功要因 徹底したサービス サプライズ性
24.
価格 (=期待値) 満足への前提条件 事例①~③により サービスの 質 情報の対 称性
25.
事例④により サプライズ性 +α
26.
失敗事例①に対する通信会社の戦略
27.
失敗事例②に対するファッション会社の戦略
28.
投資額に込められた期待を上回ることが顧客 の満足度を満たす大前提であるが、 さらに「意外性」や「サプライズ性」を盛り 込むことで顧客の満足度を伸ばすことが可能。
29.
ありがとうございました。
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