峰终定律在G公司服务管理中的应用

发布时间：2018-03-07 09:17

本文选题：高速公路　切入点：服务管理　出处：《华南理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：改革开放以来，我国经济持续快速增长，高速公路为民众带来高效、简便、快捷的生活方式。但传统高速公路管理中被动式、应付式服务占主导地位，服务意识较弱。公众选择通过高速公路出行，，需要的并不只是高速公路本身，而是包括安全、快捷、愉悦要素的出行服务。作为高速公路经营者有必要了解并解决客户的核心需求是什么？应为客户提供什么样的核心服务？如何向客户提供这些服务等问题。“峰终”定律(peak-endrule)由2002年诺贝尔经济学奖得主丹尼尔.卡恩曼（Danny. Kahneman）提出，他将源于心理学的综合洞察力应用于经济学，研究指出，影响人们体验是所谓的“峰”和“终”两个关键时刻。如果在一段体验的高峰和结尾，客户的体验是愉悦的，那么客户对整个体验的感受就是愉悦的,即使这次体验总的来看更多的是痛苦的感受。本文根据G省高速公路公司(以下简称G公司)的服务管理现状，尝试将“峰·终”定律应用高速公路的服务企业，通过对G公司在广东省内各个区域客户的定性与定量调查，了解区域内高速公路客户从“获知高速公司相关信息”、“寻找高速公路入口”到最后“驶离高速公路”的全过程，寻找并识别客户在享受高速公路服务全程中客户感知的各关键时刻及其核心需求；其次，针对客户在各个关键时刻的核心需求，制订服务指引并对措施可行性及重要性评估，提出改善措施；最后，利用服务蓝图技术并结合G公司服务现状，对照服务指引，具体实施了改善措施，提高了高速公路一线服务效率与效果，达到了规范高速公路服务管理、满足公众出行需求、进一步提升G公司竞争力的目的。 “峰终”定律是以客户服务体验的感知为基础，通过在G公司服务管理中的应用说明“峰·终”定律对高速公路企业服务管理有实践意义。
[Abstract]:Since the reform and opening up, the economy of our country has continued to grow rapidly, and the expressway has brought people an efficient, simple and fast way of life. However, in the traditional expressway management, passive type and coping service are dominant. The public need not only the highway itself, but also the safety and speed to choose to travel through the highway. As a freeway operator, it is necessary to understand and solve the customer's core needs. What core services should be provided to customers? Questions such as how to provide these services to customers. Peak-endrule. by Daniel Kahnemann, Nobel laureate in economics in 2002, he applied comprehensive insight from psychology to economics. The impact on people's experience is called "peak" and "end". If at the peak and end of an experience, the customer's experience is pleasant, then the customer's feeling of the whole experience is pleasant. Even though the experience is generally more painful. According to the present situation of service management of G province expressway company (hereinafter referred to as G company), this paper tries to apply the law of "peak and end" to the service enterprise of highway. Through the qualitative and quantitative investigation of the customers of G Company in various regions of Guangdong Province, we can understand the whole process of the expressway customers in the region from "getting the relevant information of the expressway company", "looking for the expressway entrance" to "leaving the highway" at the end. Look for and identify the key moments and their core needs that customers perceive in the process of enjoying highway service. Secondly, make service guidelines and assess the feasibility and importance of measures in view of the core needs of customers at each critical moment. Finally, by using the service blueprint technology and combining the service status of G Company, the improvement measures are concretely implemented, which improve the efficiency and effect of the expressway service, and achieve the standardization of the expressway service management. Meet the public travel demand, further enhance the competitiveness of G Company. The law of "peak and end" is based on the perception of customer service experience. The application in service management of G company shows that the law of "peak and end" has practical significance for expressway enterprise service management.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F542

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