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11.140(JohnMckitterick1957)(Hirschman1983)(EvansandBerman198712~14)(Berry)(Hampton2andLane1982)(JohnC.Crauford1983450)(Cahill1992b1992c)(Cahill1992a)(Cahill,ThachandWarshawsky1994)(CahillandWarshawsky1993()13()1.2)(LeonardL.BerryandA.Parasuraman)(MarketingServices:CompetingThroughQuality,1991:151)RafiqandAhmed,1993)Bak199438410(JohnsonandSeymour,1985226)Johnson,SeymourandGaida1986140)George1990(Gronroos,1981a1981b)15(60)617RandallandMcCullough199181.3Compton198710()()()()()DavidowRathnam,MahahanandWhinston1994)(GroveandFisk19891992)19104()111()()12113()61.41.4.1143()()Balombin1987198211115(1980)400200()16(80)()()117(Compton,1987)318119()86()19825201/41/31.4.2-(BrianandGraham-Moore1990a)(KevinPaulsen1989)()121(JosephScanlon)(Graham-Moore1990b)()1.2.3.(1991)22()41.2.3.4.5.6.7.8.9.12310.9011.12.13.14.15.16.17.()18.19.2420.(imothyRoss1990)23(1990)201.2.3.4.5.6.1257.(Beck1992)(MasternakandRoss1992)(Ost1990)(DoheryNordandMcAdams,1989)()(GoodmanandDean,1990)1.262.3.4.5.6.(BerryandParasuramaan1991171)1.1272.3.4.5.6.7.728()()(artin1994)6Cahill1996)12960Aez(5)30131(Kohn199415~16)(90)MBA(Hertzberg)1974(ERISA)()7032133704()342362.1(SaksFifthAvenue)Cleveland60Morriott86)1.2.FordHonda2371130381Denver23940241TotalQualityMarketing2.2Vision421990480WilsonBrown)2.3(1991)24344245σSixSigmaQuality(TheodoreLevitt1974)(TheIndustrializationofServices)3Cahill,1990,1993;CahillandWarshawsky,1993,1995;Cahill,WarshawskyandThach,1994)462472.4(1)DavidowandUttal,19892)48ElizabethHirschman1980SearsH&RH&RBlock(1)(2)(3)2.5(ChristopherHart1988)(BugsBurgerBugKillers,BBBKPrism)BBBK2491.2.BBBK123.BBBK4.BBBK5000BBBKBBBK101986330012FUD50(InternalRevenueService)FUD(Hart,1988)3095%251HarvardBusinessReview(BruceHenderson)Henderson,1988:172:BBBK123300BBBKPiedmontDonaldShanks198552:1.2.2500003.4.5.6.7.54%45%HawkinsBestandConey,1986)253540130725%19%3%5%35%58%(Hankins,BestandConey,1986:693)(JohnGuaspari1988)3R1.2.542551.5002.()3.563.(LevyandSurprenant,1982)51.2.2573.90%LeveyandSurprenant1982)Levey(Surprenant)4.ClosetotheCustomer19875.BBBKIRS58BBBK3300122.6532IRAs259198260(Russ),(Russ)(Bob)26162(MedusaCement)MBA7()Cleveland263,6461989:T4TT265T203500010110662673369MillerLiteMillerhighlifeRiesandTrout,19863.1ABABSubmarketPeppersRogers1993470XYZ20(Arcadian)196670MBAFoxall1994437130Demby,1989VALS,72373ValuesandLifeStylesVALSVALSVALSLynnKahle(Kahle,1983)ListofValuesLOVBVALSLOVWasson,1987Wells1975)20RafiqandAhmed1993)7490Schultz,1994(WilliamHolliday)ShakerHeightsPlymouth375RobertsonandWind1980)WasmerandBruner1991)2(1991)763771013.2Schein1985)Kilmanm,SabxtonandSerpn,1986)Smircich1983)OuchiandWilkins1985)DeshpandeandWebster,1989SlaterandNarver,1993Kessing,1981:58SiehlandMartin1990:269)78379(1992)GummessonIngersollandAdamsTheTacitOrganization,1992(Symbol-manipulating)(1992)74(metamyth)50PetersandWaterman,1982)3.3VALSDECOY50DECOY(weboffsetcoldtype)60DECOYHomesIllustrated80DECOY2020DECOY801977DECOY80DECOY1986DECOY302381198925DECOYDECOYDECOY1989DECOY500DECOYDECOYDECOYDECOYBerton,198982383302DECOYPearson1988)51.2.3.4.5.Staw1976)StawandRossj,1987a;1987b)DECOY,DECOYDECOY84DECOY(Miller1987)80SRI70VALSDECOYAtlanticmagazineVALSVALSVALS198711VALSDECOYDECOYVALSVALSVALS385VALSDECOYSRIDECOYDECOYVALSJamesTiltonRayEllisonBuildersVALSRayEillison(Tilton,1988VALSDECOYSRI19882VALSVALSVALSDECOYVALSDECOYVALSDECOYVALS86387DECOY2020VanSweringenHaberman,1979DECOYVanSweringenesqueDECOYDECOYDECOY50%DECOYDiTomaso1987)88DECOYDECOYVALSDECOYVALSDECOYDECOYVALSVALSDECOY389DECOYVALSVALSDECOYVALSVALSVALSalgorithmsVALSVALSVALSNewsAd2Achievers1989NewsAd2DECOYVALS19899019891SRIVALS2VALSRiche,1989:30VALS2VALSDECOYDECOYVALSChevronDECOYVALSVALS2Winters,1989)198911DECOYNewsAdVALSDECOYVALS2DECOYVALSDECOYVALSDECOYVALSVALSVALSDECOY391VALS2DECOYVALSDECOYVALSVALSSRIVALSVALSVALSDECOYDECOYVALSDECOYVALSVALS92DECOYVALSDECOYGallupReseareh,Inc.DECOYDECOYDECOYDECOY100%VALSDECOYVALS39394VALSDyer1988)/DECOY39544974.13,Schneider,1987)3()200()98(ShaniandChalasani,1992:34):4PGronroos4-1Rosenfield19941.4991002.3.4.5.6.7.8.9.Rosenfield4101102()2010004103(PeppersandRogers,1993)90104(Bob)()4105106()(4107)4.23()MBTIMBTIMyersBriggsTypeIndicatorMBTI(CarlJung)Freudian(MyersandMcCaulley,1985)MBTI,MBTI(126)(SN)TF)(EI)(JPJungianMBTI16(4-2)INTJ()1084109(I)(P)(P)(J)(E)(J)110()MBTI1616Myers1980MBTI4-1(16)Yeakley198241111124-11.1.2.2.3.3.4.4.5.5.66.1.1.2.2.3.3.4.4.5.5.6.6.1.1.2.2.3.3.4.4.5.5.1.1.2.2.3.3.4.4.5.5.6.6.7.7.DECOY(NationalMarketMeasures)3VALS4MBTI1982:22~23)44113114McBrideandCline19894115??????116MBTI5()MBTILawrenie,19824-241174-21.()12345678910111213()2.()123456789101112118133.()123456789101112134()12345678910111213145.()1234567891011121314156.()1234567411912089101112131415167.()123456789101112131415168.()12345678910111213141516174-14-2McDaid,McCaulleyandKainz,198619711984232557ESTP(3.08%)4121ENFP(10.52%)59784(427)ESTJ20.14%,ENTJ(12.41%)(494)ESTJ26.72%ENTJ19.23%(83)ENTJ15.66%ENTP13.25%ESTPENFPESTJ9%(1750)ESTJ12.69%ENFP11.03%ESFJ10.06%BrockandDemarest,1989Twining1990(1980)SRZVALSMBTI(Warrick,1984)VALS()VALS()82%1224123MBJI12