新服務(wù)的發(fā)展與挑戰(zhàn)，通過服務(wù)創(chuàng)造價(jià)值【外文翻譯】

1、本科畢業(yè)論文（設(shè)計(jì)）外文翻譯原文：原文：ChallengesinNewServiceDevelopmentValueCreationthroughServiceIntroductionAimManycompaniesareatacrossroadwheretheytrytostaycompetitivebycreatingcustomervaluethroughservicedevelopment.Thiscombinationprod

2、ucestheprerequisitesthatarenecessaryffavablecustomerexperiences.Ourfocusisnotonissuesdirectlyrelatedtothenewservicedevelopmentprocessassuchwhichhasoftenbeenthecaseintheserviceliterature.Firstwefocusonchallengesinthenewbu

3、sinesslscapewhereservicecompetitionITvaluecreationthroughserviceputpressureoncompaniesmarketstodevelopserviceofferingspreferredbydemingcustomers.Secondlywefocusonservicevaluecreationthroughfavablecustomerexperiences.Oura

4、imistoidentifydiscusssuccessfactsinnewservicedevelopmentasabasisffutureresearch.Thepointofdepartureistheserviceresearchliteraturetheresultsfromourstudiesonthedevelopmentdesignofnewservices.Theempiricalillustrationsaremai

5、nlyfromIKEAacompanywehavestudiedduringthelastfouryears.Webeginthearticlewithadiscussiononservicecompetitionservicestrategy.Wecontinuewithadiscussionontheexperienceconceptexperiencebasedservicevalue.Inthethirdsectionwefoc

6、usonsuccessfactswhendevelopingnewservicesfinallywepresentsomefoodfthoughtaboutchallengescompaniescanexpectinthefuture.ServiceCompetitionStrategyCompaniesaresearchingfnewimprovedwaystodifferentiatetheirmarketofferingsinde

7、rtostaycompetitivemakeaprofit(ShawIvins2002).Wearguethatthemovetowardservicesisafundamentalreactiontotheevolutionof“Todaywewanttoestablishadialoguewiththecustomerthroughouttheentireownershipexperience.Wewanttotalktotouch

8、ourcustomersateverystepoftheway.Wewanttobeaconsumerproductsservicescompanythatjusthappenstobeintheautomotivebusiness“(Garten2001p.137).TheExperienceConceptExperienceBasedServiceValueIntheirbook“TheFutureofCompetition“Pra

9、haladRamaswamy(2004)focusoncocreatinguniquevaluewithcustomersarguethat“valueisnowcenteredintheexperiencesofconsumers“(p.137)notjustembeddedinproductsservices.Customerdelightcustomerperceivedvaluearelinkedtomemablefavable

10、customerexperiences(PineGillme1999JohnsonGustafson2000Berryetal.2002).Customersmustexperiencetheintangibleserviceindertounderstit.Unlikegoodstheintangibilityofservicesmakesitmedifficultfcustomerstoimaginedesirethusassess

11、thevalue.Customerspurchasingprofessionaltaxadvicehavenoknobstotumbuttonstopushpicturestosee.Customersperceptionsofrisktendtobehighfservicesbecauseservicescannotbetouchedsmelledtastedtriedonbefepurchase.Customerscantestdr

12、iveanewautomobilekickthetiresbuttotryanewvacationresttheymustfirstregisterasguests(ReichheldSasser1990).Traditionallytheexperienceconceptisusedtodescribeunderstexperienceintensivesituationswherepeopleintegratewhattheyper

13、ceiveencounteraccdingtoaduringafterconsumption.Customersfantasiesarestagedatleasttosomeextentcontrolledinrelationtoattractivesolutionswhereproductsservicesbecomeplatfmsfexperiencesnotjustameanstoanendinalogicalcalculativ

14、eway.Wedefineaserviceexperienceastheserviceencounterserviceprocessthatcreatesthecustomerscognitiveemotionalbehavialresponsesresultinginamentalmarkamemy(inlinewithJohnstonClark2000).Someoftheexperiencesareespeciallyfavabl