Service Asia: How the Tigers Can Keep their Stripes

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9780139786020: Service Asia: How the Tigers Can Keep their Stripes

Based on extensive research, this book looks at how "service value" has contributed to the success of 11 leading companies in Asia and points the way for other companies to follow in the future in order to regain competitiveness and success in Asia. The companies discussed are: The Asian Sources Media Group, Bangkok Bank, China Light & Power Company, DHL International, Giordano, Hongkong Telecom, Jollibee Foods Corporation, Mass Transit Railway Corporation, Mount Elizabeth Hospital Ltd, Shangri-La Hotels and Resorts, Singapore Airlines. The emphasis in the book is on strategies that are critical for service organizations to create more value for their customers. Unique features in the book include: 1. A chapter which explores the foundation of service value: the company's history, corporate strategy and the role of the Chief Executive Officer (CEO). 2. A chapter which examines how firm captures the voice of customers and integrate it into the organization. 3. A chapter investigating how successful companies get employees totally involved in the service management process. It also explores the impact of Asian values on the way service is delivered. 4. A chapter showing the importance companies place in measuring their performance by monitoring the gap between their vision and today's reality. 5. A chapter that looks at how these companies organize themselves to create a continuous improvement of culture. 6. A chapter examining approaches used by outstanding organizations to communicate the value of their services to customers. 7. A chapter showing concern with how Asian companies renew their business by preparing for the future.

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About the Author:

Gerard A. Tocquer is a lecturer at the University of Hong Kong School of Business where he teaches Service Marketing and Management and Total Value Management in the MBA Program. He is co-author of two books, Tourism Marketing: A Strategic Perspective, and Service Marketing: The Transactional Challenge.

Chan Cudennec is a senior consultant in Forum Asia Limited, Hong Kong, a Boston-based global management and training consultancy which advised companies on becoming customer-centered.


"Anyone who wish to understand how Asian corporations such as DHL, Giordano, Shangri-La Hotel or Singapore Airlines 'think', 'dream' and enact service must read this book. It is clear, crammed, full of examples and written in a readable and unfussy style." -- Professor Colin A. Carnall Director of Programmes, Henley Management College, Oxfordshire, England

"Compelling and well-written. The only book I know of that examines Asian company exemplars in the context of service marketing. A must-read for those looking to Asia for business development." -- Richard Whiteley, Award-winning best-selling author of Customer Centred Growth

"Educating managers around the world on the importance of outstanding service, I am regularly confronted by legions of exercise supporting inaction in the name of cultural differences. This book directly confronts the excuses that impede service quality improvement efforts among Asian firms. The unqualified success of Asia's leading service companies as documented in this book serves as the missing link in promoting service quality in this part of the world." -- Leonard A. Schlesinger, George F. Baker, Jr., Professor of Business Administration, Harvard Business School

"Service Asia provides helpful benchmarking information for business people looking for an edge in Asia." -- Allen Chichester, Chairman Greater China, Leo Burnett

"The authors have produced a lively and practical book that shows, with copious Asian examples, how understanding the value of good service can be a key factor in the success of a modern corporation." -- Nury Vittachi, Senior Writer of Far Eastern Economic Review and author of several books including Asian Values

"The current Asian financial crisis is a wake-up call for all business executives that they cannot rest on their laurels. All businesses have to continually maintain and increase their values to their customers. With detailed case studies, the authors show how service value could be created, and perhaps offer us some insights into how to survive the current and future crisis." -- Dr. Gilbert Wong, Executive Director, Poon Kam Kai Institute of Management, The University of Hong Kong

"Timely book that demonstrates how service tigers/leaders in Asia stay ahead of competition. Useful learnings that can be applied especially in the current economic crisis faced by the region." -- Deborah O'Hara, Managing Director of Connective Management

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