[경영]한국 서비스 기업의 마케팅전략에 관한 연구

목차

Ⅰ. 머리말
Ⅱ. 顧客서비스에 관한 理論的 接近
Ⅲ. 銀行서비스에 관한 理論的 接近
Ⅳ. 國內銀行의 서비스 評價에 관한 實證分析
Ⅴ. 結 論

본문내용

은행고객들이 가장 중요하게 생각하는 것은 有形性과 反應性으로 나타났다. 그러므로 고객만족을 지향하는 은행으로서는 주차시설 등의 有形性에 속하는 변수와 고객욕구에의 신속한 반응 등의 反應性 변수들에 중점을 두어야 할 것이다. Y
參 考 文 獻
국은경제연구소, 제3집 금융경제연구 Ⅰ, 1995
신길수.이영환 공저, 마케팅 - 이론과 실제 -, 서울 1996
이수동.임채운, 마케팅 - 도전과 대응 -, 서울 1993
Assael, Henry, 8Consumer Behavior Marketing Action , 3rd ed., Belmont 1987
Bank Administration Institute, 8Bank Service Quality Workbook. A Guide to Improving Quality of Service , Rolling Meadows(USA) 1987
Berry, Leonard L., Service Marketing is Different, Ben M. Enis and Keith K. Cox, eds., Marketing Classics , 6th ed., 1988, pp.446~454.
Bithner, Mary Jo., Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses, Journal of Marketing , Vol. 54, April 1990, pp. 69~82.
Bolton, Ruth N. and James H. Drew, A Multistage Model of Customers' Assessments of Service Quality and Value, 8Journal of Consumer Research , Vol. 17, March 1991, pp. 375~384.
--- and ---, A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes, 8Journal of Marketing , Vol. 55, January 1991, pp. 1~9.
Boulding, William, Ajay Kalra, Richard Staelin, and Valarie A. Zeithaml, A Dynamic Process Model of Service Quality: From Expectations to Behaviorl Intentions, 8Journal of Marketing Research , Vol February 1993. pp. 7.~27.
Christopher, Martin, 8The Consumer Service Planner , Oxford/London 1992
Cornin, J. Joseph, Jr, and Steven A. Taylor,Measuring Service Quality: A Reexamjination and Extention, Journal of Marketing , Vol. 56, July 1992, pp. 55~68.
Gronroos, Christian, "An Applied Service Marketing Theory", 8European Journal of Marketing , Vol. 16, No. 7, 1982, pp.30-41
Hart, Christopher W. L., "The Power of Unconditional Service Guarantees", Svioka, J. J., Shapiro, B. B.(ed.), 8Keeping Customers , 1993, pp.151-168
Hutchison, William M. Jr., Stolle, John F., "How to Manage Customer Service", Svioka, J. J., Shapiro, B. B.(ed.), 8Keeping Customers , 1993, pp.91-114
Kotler, Philip, 8Marketing Management; Analysis, Planning, Inplementation and Control , Engeiwood Cliffs, 1994
Parasuraman, A, Zeithaml, V. A., Berry, L. L., "A Conceptual Model of Service Quality and Its Implications for Future Reseaech", 8Journal of Marketing , Vol.49, Fall 1985, pp.41-50
SERVQ 1,UAL: A Multiple-Item Scales for Measuring Consumer Perceptions of Service Quality, 8Journal of Retailing , Vol. 64, No.1 1988, pp. 12~40.
Shostack, G. Lynn, "Service Positioning Through Structural Change", 8Journal of Marketing , Apr. 1977, pp73-80
Philip Thomson, Philip, Desouza, Glenn, Gale, B. T., "The Strategic Management of Service Quality", 8Quality Progress , June 1985, pp.20-25
Zeithaml, V.A, Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing , Vol. 52, July 1988, pp. 2~22.
Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman, Communication and Control Processes in the Dilivery of Service Quality, Journal of Marketing , Vol. 52, April 1988, pp. 35~48.

키워드

경영,   서비스기업,   마케팅