Chapter 01 고객

제1절 고객이란 누구인가?··········································12
1. 고객의 정의····························································12
2. 고객의 범주····························································13

제2절　고객의 특성과 이해··········································16
1. 고객의 특성····························································16
2. 고객에 대한 이해···················································19
3. 고객 성격유형에 대한 이해···································21

제3절　어떻게 고객을 대해야 하는가?··························· 25
1. 고객은 이렇게 대하라············································26
2. 고객에 대한 접근방법············································28
3. 고객의 관점이 중요하다········································33
4. 고객충성도와 고객관계관리··································38
5. 고객이 없으면 사업도 없다···································40


Chapter 02 서비스

제1절　서비스산업의 배경과 특성································· 46
1. 서비스경제 시대의 도래····················· 46
2. 서비스산업의 분류·························· 46

제2절　서비스의 정의와 특징······································ 54
1. 서비스의 어원························································54
2. 서비스의 정의························································55
3. 서비스에 대해 잘못 알고 있는 몇 가지·················58
4. 서비스의 3단계······················································59
5. 서비스의 특징························································60


Chapter 03 서비스전략과 기법

제1절　서비스 전략··················································· 70
1. 공산품도 서비스의 집합········································70
2. 공산품 서비스 활동의 기본형태····························72
3. 서비스차별화 전략·················································76
4. 서비스 경쟁력 제고················································78

제2절　서비스의 기법················································ 85
1. 서비스 청사진························································85
2. MOT 사이클 차트··················································89
3. 서비스 모니터링·····················································91
4. 레스토랑 서비스기법·············································93


Chapter 04 서비스차별화

제1절　서비스차별화··············································· 104
1. 서비스 특화시대, 틈새시장을 노린다·················· 104
2. 서비스 패러독스··················································· 107
3. 서비스의 기본자세··············································· 108
4. 서비스의 실제 ― 느낌, 동작 그리고 음성··········· 109
5. 서비스 포인트······················································112
6. 고객응대 서비스 ― 세 개의 눈···························· 113
7. 사후서비스가 더 중요하다··································· 114

제2절　서비스차별화 사례········································· 116
1. 리츠칼튼 호텔의 고객인지 프로그램··················· 116
2. 싱가포르항공의 SERVE 모델······························ 124
3. 사우스웨스트 항공의 서비스 수익체인··············· 126
4. 세계 일류기업의 특화된 서비스품질··················· 128
5. 고객위주의 제품차별화 하이트맥주···················· 129
6. 서울대학교 병원 환자지향 맞춤서비스··············· 130
7. 멀티플렉스 시대에 부합하는 극장의 차별화 서비스··· 131
8. 스위스 ‘시각장애인 체험식당’····························· 133


Chapter 05 서비스품질

제1절　서비스품질이란·············································136
1. 서비스품질의 개념··············································· 136
2. 서비스품질의 결정요인과 측정방법···················· 140
3. 서비스품질 향상방안···········································146
4. 세계 초일류 브랜드의 10가지 품질특성············· 158

제2절　서비스품질과 내부고객··································· 167
1. 서비스품질과 종사원의 서비스기술 및 훈련······ 167
2. 서비스 종사원의 역할모호성과 서비스품질과의 관계 ····· 170
3. 서비스품질의 원천은 종사원 제일주의―페덱스···· 179


Chapter06 대고객관계 향상을 위한 커뮤니케이션

제1절　커뮤니케이션이란?········································· 192
1. 커뮤니케이션의 정의 및 중요성·························· 192
2. 커뮤니케이션의 과정···········································195

제2절　커뮤니케이션 방법·········································199
1. 언어를 통한 의사전달··········································199
2. 비언어를 통한 의사전달······································ 201

제3절　커뮤니케이션의 장애요인······························· 207
1. 심리적인 요인······················································207
2. 상황적인 요인······················································210


Chapter 07 서비스 고객만족 경영

제1절　고객만족이란················································216
1. 가치창조와 고객만족···········································216
2. 고객지향적 사고와 고객만족·······························220

제2절　고객만족의 기초··········································· 226
1. 고객만족의 개념과 정의······································ 226
2. 고객만족의 가치··················································· 230
3. 총체적 고객만족··················································· 231
4. 고객만족과 결정적 순간······································ 233
5. 고객만족은 내부고객만족으로부터····················· 235

제3절　서비스 고객만족경영······································237
1. 고객만족경영 도입배경 및 추진방법··················· 237
2. 고객만족과 재구매 의도······································ 245

제4절　서비스 고객만족경영의 실천····························· 251
1. 고객만족경영의 10가지 기본규칙·······················251
2. 전사적 고객만족활동 추진··································· 260
3. 고객만족도 조사··················································· 261


Chapter 08 고객만족 경영사례

제1절　국내 고객만족경영사례··································· 266
1. 유통할인점의 고객가치서비스·····························266
2. 21C 생존전략 의료서비스···································· 267
3. 서비스품질 혁신 호텔서비스·······························269
4. 식료 판매점의 불만해결 서비스·························· 286

제2절　국외 고객만족경영사례·································· 288
1. 싱가포르 버스회사의 고객만족서비스················ 288
2. 미국 항공사의 고객만족서비스··························· 290
3. 미국 병원의 고객만족 의료서비스······················ 293
4. 일본 테마파크의 고객만족서비스························ 297


Chapter09 서비스 관계마케팅

제1절　서비스 관계마케팅이란··································· 308
1. 관계마케팅의 개념 ·············································· 308
2. 관계마케팅의 전략··············································· 309

제2절　 서비스 고객관계관리······································ 311
1. 고객관계관리의 개념 ··········································311
2. 고객관계관리의 전략···········································313
3. 고객관계관리의 바람직한 추진방법···················· 315

제3절　 서비스 고객경험관리······································ 317
1. 고객경험의 정의··················································· 317
2. 서비스 고객경험관리의 실천·······························321

제4절　 서비스 고객경험관리의 관련 연구······················325
1. 고객경험관리와 고객만족경영의 비교················ 325
2. 고객경험관리와 고객관계관리의 비교················ 328


Chapter 10 서비스실패와 회복

제1절　서비스실패와 사례········································ 334
1. 서비스실패의 정의··············································· 334
2. 서비스실패의 사례··············································· 337

제2절　서비스회복················································· 344
1. 서비스회복의 중요성···········································344
2. 서비스회복이론····················································347

제3절　서비스회복전략·············································353
1. 서비스 전달과정에 따른 서비스회복전략··········· 353
2. 서비스회복의 구성요인········································ 356


Chapter11 고객 감동 경영

제1절　고객 감동이란·············································· 370
1. 고객만족에서 고객감동경영으로························· 370
2. 고객감동 6단계····················································375
3. 고객감동에서 고객충성으로································ 376
4. 고객감동과 고객테러와의 차이··························· 378

제2절　고객 감동 사례············································· 380
1. 도요토미 히데요시와 차······································ 380
2. 일본 어느 작은 식당·············································381
3. 차 정비공장의 기름장갑······································ 381
4. 경품보다 더 큰 선물·············································382
5. 일본 택시회사의 국제소포··································· 382
6. 일본 세일매장에서 1년 만에 찾은 그릇··············· 383
7. 공원 주차장의 안내간판······································ 384
8. 지구상에서 가장 큰 선택, 아마존························ 385


Chapter 12 고객창출기법과 소비자 주권

제1절　고정고객 창출기법········································ 392
1. 고객개척·······························································392
2. 고정고객 만들기 10가지 방법····························· 394
3. 사후서비스만 잘 해도 고정고객을 만들 수 있다····· 395
4. 고정고객 우대 마케팅··········································398

제2절　소비자 주권시대···········································400
1. 소비자 주권시대의 이해······································ 400
2. 기업의 과제인 제조물책임법·······························402
3. PL법의 개념과 기존 소비자 보호제도와의 차이······· 403


Chapter 13 불만고객 응대기법과 고객불만 사례

제1절　불만고객 응대기법········································ 408
1. 잠재불만고객을 잡아라········································ 408
2. 불만고객을 고정고객으로 만드는 기법··············· 409
3. 고객응대 서비스 ― 고객 반대 극복 단계············ 416

제2절　고객불만사례와 분석······································418
1. 고객불만사례와 분석···········································418
2. 고객불만사례와 분석···········································418


참고문헌······························································· 432
찾아보기······························································· 443