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笔者将文中的一句话“超越顾客的期望”提出来,作为文章的标题和开篇,主要基于两点考虑:第一,同质化的竞争让药店之间相互模仿,模仿的目的不是为了超越顾客的期望,更多的是为了制约竞争对手。这样的逻辑就是:我不一定做得最好,但起码做得比你好,我就会生存得很好;第二,顾客的期望有时真的并不高:买到想要的商品,享受想要的服务,获得想要的疗效,仅此而已。至于其他延伸服务,顾客也确实没有过多期望。因为抱得期望越高,失望也往往越大。
The author of the article, “beyond the expectations of customers,” came out as the title and opening article, mainly based on two considerations: First, the homogenization of competition for pharmacies to imitate each other, the purpose of imitation is not for Exceed the expectations of customers, more to restrict competitors. The logic is: I do not necessarily do the best, but at least do better than you, I will survive well; Second, the customer’s expectations are sometimes not really high: buy the goods you want to enjoy The service you want to get the desired effect, nothing more. As for other extension services, customers do not really expect too much. Because embrace the higher expectations, disappointments tend to be larger.