1.

2.

3.
4.

1.

(2542. 7)


(/)

()

 (2549. 7)

(
//

) (/ /
)

(2544. 6)

(2546. 4)
2


(Process)


(Benefits)

(2546. 15)

(2548. 14)


(2548. 18) Lehtinen

(2549. 18)

 (intangible goods)

(2546. 12)


45

(2539. 15)

SERVICE
7
7
S = Smiling & Sympathy

E = Early Response

R = Respectful

V = Voluntariness Manner

I = Image Enhancing

C = Courtesy
E = Enthusiasm

(2547. 14)


2
1.

2.

(2547. 18)

(Intangible Good)

(2543. 6-7)

()
()

()

(2541. 142)

Kotler (1997.p.611)



(2545. 10)

(2548. 163)
(Service)


(2548. 1)

2.

(Service Quality)

(Zeithaml.1988: 2-22)

(Perceived Service
Quality)

(Parasuremanet al.1998:12-40)

(Parasuramanet al 1994: 201-230)

(2542: 2-139)

1. Competence

2. Courtesy

3. Communication

4. Creditability (,
, )

5. Customer Understanding

6. Reliability

7. Responsiveness

8. Access

9. Security

10. Tangibles

(Service Triangle)(ST)

, 7
Mckensy, (Total
Quality Service)

(Service quality attributes)

( . 2543: 78; Heizer and

Render. 1999: 98. Production and Operation Management)

1. (Reliability)

2. (Responsiveness)

3. (Competence)

4. (Innovation features)

(Service quality)

(What)
(When) (Where)

(How)

(Dimensions of service Quality)

Gronroos, (1990), Berry; &
Parasuraman, (1990)

1.

2.

3.

4.

5.

: Gronroos,C. (1990). Service Management and

Marketing. The Nature of Service and Service Quality.

Stcokholm University, Sweden.,Berry and Parasuraman.

(1990). Delivery quality service : balancing customer

perceptions and expectation. New York: A Division of

Macmilan, Inc.

(Product

mix)

(Joseph & Blanton.2000: 32)

(Dehsirable Condition)
(Perceived Condition)

(Desirable
Condition)

GA
P

(Perceived
Condition)

Moment of Truth
Moment of Truth (
. 2542: 19,
.)
(Karl Albrecht. 1985: 27)
( )

( )
Moment of Truth 2
1. Positive MOT = ( )

(Good
Impression)

2. Negative MOT =
( )

(Bad Impression)

(Service Quality Control)

MOT

1998 ,
(Parasuraman,Zeithaml; & Berry.1998)
5
1. (Tangibles)

2.
(Reliability)

3. (Responsive)

4.
(Assurance)

5. (Empathy)

SERVQUAL

2
SERVQUAL

: Parasuraman,A. Zeithaml, V.A.; & Berry.L.L. (1990).

The customer view of

service quality, Delivering Quality Service.

SERVQUAL


(ES > PS)
(ES =

PS)

(ES < PS)

3.

( . 2543: 18; Millet.

1954: 397-400. Management in thepublic service)
(Service
Satisfaction)

1. (Equitable service)

2. (Timely service)

3. (Ample service)

4. (Continuous service)

5. (Progressive service)

(2538: 24-25)

1.

2.

3.

4.

5.

6.

7.

 (Kotler. 1997: 47)

(Products perceived performance)
(Persons expectation)

()

3

3
()
(Dissatisfaction)
( )

(Satisfaction)

(2543: 26)

1.

2.
3.
4.

4.

(Expectation)

(Parasuraman,Zeithaml & Berry. 1988: 16)

(Christopher ,
Vandermerwe & Lewis. 1996: 123 - 125)

1.

2.

Greece
Switzerland

3.

(Pre-purchase Expectation)

 (The component of customer

expectation)

(Desired service) ,
(Adequate service) , (Predicted

service) (Zone of Tolerance)

(Christopher ,
Vandermerwe & Lewis, 1996: 125 - 128)

(Desired service)

(Adequate service)

(Predicted service)

( Adequate service)

 15

10

(Zone of Tolerance)