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Marketing for service(Khmer Lesson)
1.
Presenter Name: 1. Mr.
Uk Ratanak 2. Mr. It Rotha 3. Mr. Voen Reach 4. Ms. Chab Chomsrerath 5. Mr. Sim Sophea 6. Mr. Pom Navet
2.
3.
ការវិភាគល ើភាពបរាជ័យនៃគុណភាពលេវាកម្ម
អ្វីលៅជាគុណភាពនៃលេវាកម្ម
4.
I. អ្វីលៅជាគុណភាពនៃលេវាកម្ម គុណភាពលេវាកម្ម គឺថា
ការបំលពញតំរូវការបាៃជួយអ្តិថិជៃលោយមាៃ ការយ ់ដឹងពីគុណភាពលេវាកម្ម ។ បញ្ហា ឡូេុិចចំល ោះជំហ រួម្មាៃដូចាងងលរកាម្ៈ 1. ការយ ់ដឹងរបេ់អ្តិថិជៃល ើគុណភាពលេវាកម្មនៃរកុម្ហុៃម្ួយ ដដ រកុម្ហុៃល ោះ លគឥតមាៃបទ ពិលោធៃ៏ពីម្ុៃ ល ោះគឺចាដនែកលៅល ើការរំពឹងទុករបេ់អ្តិថិជៃ ។ 2. ការជួបរបទោះជាបៃដបៃទាប់របេ់រកុម្ហុៃ ំលោយអ្ែកលរបើរបាេ់ឆ្លងកាត់ដំលណើរការម្ួយ ដដ ម្ិៃបាៃ នដ ់ពត៏មាៃ ៃិងមាៃការដកតំរូវបដៃែម្លទៀតពីការយ ់ដឹងនៃគុណភាបលេវា ។
5.
3. ការពួបរបទោះបដៃែម្លទៀតរបេ់រកុម្ហុៃ ល
ោះមាៃការដកតំរូវ ឬអ្ៃុវតដៃូវការ យ ់ដឹងពីគុណភាពលេវា កម្មលោយបាៃលរចើៃលទៀត ។ 4. ការយ ់ដឹងៃូវគុណភាពលេវាកម្មដដ លគបាៃលកតំរូវ ល ោះបាៃបដូរៃូវ បំណងរបេ់អ្ែកលរបើរបាេ់ ចំល ោះរកុម្ហុៃលហើយ ។
6.
ការវ ិភាគល ើភាពបរាជ័យនៃគុណភាព លេវាកម្ម គឺោរេ័យលៅល
ើកត្ដដ ទាំង ៦ដូចាងងលរកាម្៖ ១). ចល ល ោះ ំហរវាងការំពឹងគិតរបេ់អ្តិថិជៃ ៃិងការយ ់ដឹងពីការរគប់រគង ជាៃិចចកា ការរគប់រគងម្ិៃបាៃ ដឹងលោយបាៃរតឹម្រតូវពីអ្វីដដ អ្តិថិជៃរតូវការ ល ោះ។ ២). ចល្ល ោះ ំហរវាងេញ្ហា ខ័ណណនៃការរគប់រគង ៃិងការបញ្ហា ក់លោយចាេ់ពីគុណភាពលេវាកម្មៈ ការរគប់រគង ោចដឹងបាៃយ៉ា ងរតឹងរតូវពីតំរូវការរបេ់អ្តិថិជៃ ប៉ាុដៃែម្ិៃបាៃកំៃត់ៃូវេដង់ដារេកម្មភាពលោយបាៃ ចាេ់លទ។
7.
៣). ចល្ល ោះ
ំហរវាងការបញ្ហា ក់ពីគុណភាពលេវា ៃិងការបញ្ាូៃៃូវលេវាកម្មៈ បុគគ ិកោច រតូវលគបណដុ ោះបណ្ដដ បាៃតិចតួច ឫក៏គ្មម ៃេម្តែភាព ឬគ្មម ៃឆ្ៃទៈលដើម្បីបំលពញៃូវេដង់ដារ។ ៤). ចល្ល ោះ ំហរវាងការបញ្ាូៃលេវា ៃិងទំ ក់ទំៃងាងងលររៈ របាយការណ៏លធវើលដាយតំណ្ដងរកុម្ហុៃលហើយ ការនាយ ណិជាកម្មមាៃឥទិធព ដ ់ការរំពឹងទុករបេ់អ្តិថិជៃ។ ៥). ចល្ល ោះ ំហរវាងលេវាដដ បាៃដឹង ៃិងលេវាដដ គរំពឹងគិតទុកៈ ចល្ល ោះ ំហលៃោះលកើតលឡើងលៅលព ដដ អ្តិថិជៃមាៃបាៃដឹងពីគុណភាពលេវាកម្។
8.
• ការវាេ់ដវងថលឹងដថលងៃូវគុណភាពលេវាកម្ម គឺបាៃលដដ
តលៅល ើកម្មវិធីរោវរជាវម្ួយដដ មាៃេងកខណៈជារបព័ៃធ ដដ បាៃលធវើលឡើង លដាយ Parasuraman, Berry, ៃិង Zeithamal ។ លដាយពួកគ្មត់បាៃចាប់លនដើម្ពីជំហរអ្តិថិជៃបាៃរកល ើញៃូវការគំៃ ត់គុណភាពលេវាកម្មរបាំដូចៗគ្មែ ។
9.
ដូចជា៖ 1) ភាពគួលោយទុកចិតដបាៃៈ 2) ភាពទទួ
ខុេរតូវៈ 3) ការធា រា៉ា ប់រងៈ 4) ការយ ់ចិតដៈ 5) កខណៈរូបិយៈ
10.
១- ទេសៃៈទាៃជាយុទធោរេដ៖ លគបាៃបលងកើតយុទធោរេដខុេៗគ្មែ េំរាប់
បំលពញ ៃូវ តំរូវការរបេ់អ្តិថិជៃរបេ់ពួកលគ ។ ២- ការេៃយនដ ់ៃូវការលរៀបចំចាត់ដចងលោយបាៃដ ់កំពូ គឺជាការេៃាៃឹងលធវើអ្វីម្ួយលោយបាៃេំរាច់ ៃិងបំលពញ ត្ដម្តំរូវការរបេ់អ្តិថិជៃលោយបាៃត្ដម្បំណងរបេ់ អ្តិថិជៃ ។
11.
ឧទាហរណ៏ៈ រកុម្ហុៃ ដូចជា៖
MeDonald បាៃលធវើការេៃាយ៉ា ងម្៉ាត់ចត់ចំល ោះគុណភាពលេវាកម្មលៃោះ។ “ខ្ុំេូម្េបថជាឧឡារិក ៃិងម្ញ្ហា ក់យ៉ា ងចាេ់ថា រគប់អ្តិថិជៃ ដដ ម្ករកខ្ុំបាៃដប់លជើងល ោះ ខ្ុំ ៃឹងញញឹម្ក ដាក់េំ ឹងលម្ើ លគ ៃិង ោវ គម្ៃ៏”។
12.
៣- កំៃត់េដង់ដាលោយបាៃខពេ់ៈ អ្ែកនដ ់លេវាដដ
អ គឺលចោះបលងកើតៃូវេដង់ដារលេវាលោយមាៃគុណភាពខពេ់ ៃឹងលធវើយ៉ា ងណ្ដលោយអ្តិថិជៃមាៃការ លពញចិតដៃឹងទំៃិញរបេ់ខលួៃ។ ឧទាហរណ៏ៈ ធៃធាៃខលោះដូចជា ធ គ្ម ណិជាកម្មមាៃបំណង់លឆ្លើយតម្លៅៃឹងការលៅទូរេពទ័កែុងរយៈលព ១០ ទី ៃិងលឆ្លើយតប លៅៃឹងការលន្ើ េំបុរតរបេ់អ្តិថិជៃដតកែុងរយៈលព ២នថៃ
13.
៤-របពៃ័ធរតូតពិៃិតយៈ គឺជាការរតួតពិៃិតយលៅល ើ ទឹកចិតដ
របេ់អ្តិថិជៃ ៃិងតំរូវការរបេ់អ្តិថិជៃលៅល ើ ទំៃិញរបេ់រកុម្ហុៃ។ ឧទារហរណ៏ៈ ដូចជាការលដើរទិញដដ មាៃការ លរបៀបលធៀប Ghost shopping ការអ្លងកតល ើអ្តិថិជៃ េំលណើរ ៃិង ទំរង តអូញដតអរ រកុម្លធវើេវៃកម្មល ើលេវាកម្ម ៃិងការេរលេរេំបុរតលៅរបធាៃ ។
14.
គឹជាការលធវើលោយអ្តិថិជៃមាៃការលពញចិតដលៅៃឹងលេវាកម្មរបេ់លយើង។ ការេិកាអ្ំពីភាពម្ិៃលពញចិតែរបេ់អ្តិថិជៃ ប្ា ញថា
អ្តិថិជណ រតូវបាៃលគបំលពញលដាយការទិញ ដដ ំលោយ ទំៃិញរបេ់លយើងមាៃការរីកចំលរីៃ ។
15.
ឧទាហរណ៏ៈ ជាម្ធយម្
អ្តិថិជៃដដ បាៃបំលពញៃូវតំរូវការ លហើយបាៃរបាប់ដ ់ម្ៃុេសបី ក់អ្ំពីន ិតន ដ៏ អម្ួយលដ លគបាៃជួប ប៉ាុដៃែ ជាម្ធយម្ អ្តិថិជៃដដ បាៃបំលពញលហើយលៃោះដបរជារអ្ួដ ់ម្ៃុេស ១១ ក់លៅវិញ។
16.
• ទធន នៃការបំលពញតរម្ូវការរបេ់អ្តិថិជៃ 0 2 4 6 8 10 12 14 16 AxisTitle កំលៃើៃអ្តិថិជៃ Series
1
17.
៦-ការបំលពញទាំងៃិលយជិក ៃិង អ្តិថិជៃៈ •
គឺជាការល ើកទឹកចិតដ ៃឹង ជំរុញទឹកចិតដរបេ់ៃិលយជិក លោយមាៃការពាយម្លៅកែុងការ្រ។ អ្ែករគប់រគងបាៃ អលជឿថា ភាព ក់ព ៃធ័របេ់ៃិលយជិតៃឹងមាៃឥទិធព លៅល ើ ទំ ក់ទំៃង របេ់អ្តិថិជៃ ៃឹង ជួយលោយពួកលគន កលដាោះរោយលៅៃឹងជីវិត ាងងលររ ការិយ ័យរបេ់ពួកលគ ។
18.
ឧទាហរណ៏ លៅលព ដដ
ៃិលយជិត ដាក់លោយមាៃរបាក់ធា លោយបាៃខពេ់ល ើ ជីវិតរគួោរ ល ោះរកុម្ហុៃ កំពុងដតនដ ់ កម្មវិធីការ្រជាលរចើៃ ដដ លធវើលោយទំ ក់ទំៃងម្ួយរវាងការបំលពញតំរូវការៃិលយជិក ៃិងការបំលពញតំរូវការអ្តិថិជៃ ។
19.
ការបលងកើតៃិងដករ ំអ្ៃូវេដង់ដារលេវាកម្ម លដើម្បីលោយមាៃការដករ ំអ្ៃូវេដង់ការលេវាកម្មលោយមាៃរបេិទធភាពខពេ់គឺរតូវបាៃលគបលងកើតជាលម្លរៀៃាងងលរកាម្ដូចជា៖ •
លម្លរៀៃទីម្ួយៈ ការោដ ប់ • លម្លរៀៃទីពីរៈ ការដដ ោចលជឿទុកចិតដបាៃ • លម្លរៀៃទីបីៈ លេវាកម្មដដ ចាំបាច់ • លម្លរៀៃទីបួៃៈ លរគ្មងលរៀបចំលេវាកម្ម • លម្លរៀៃទីរបាំៈ របកគំលហើញ • លម្លរៀៃទីរបាំម្ួយៈ ការភា្ ក់លនអើ របេ់អ្តិថិជៃ • លម្លរៀៃទីរបាំពីរៈ ល ងលោយបាៃ អ • លម្លរៀៃទីរបាំបីៈ ការរួម្នដគ្មែ • លម្លរៀៃទីរបាំបួៃៈ ការរោវរជាវៃិលយជិត។
20.
ProjectsWorkedOn
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