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nina ratih..
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GROUP XII – SERVICE MARKETING
Chapter 12Employees’ Roles in Service Delivery
Employees Are the Service and the Brand.Service employees and human resource practices that facilitate delivery of quality sevices.
Service Culture• The behavior of employees in an organization will be heavily influenced
by the culture of that organization. Corporate culture has been defined as ‘the pattern of shared value and beliefs that give the members of an organization meaning, and provide them with the rules for behavior in the organization.
The Critical Role Service of service
Employess
The key focus is on customer-contact service employees because:
The Service Triangle
CompanyManager
CustomersProviders
External MarketingInternal Marketing
Interactive Marketing
Employee Satisfaction, Customer Satisfaction and Profits
• The Service Profit Chain
InternalServicequality
Employeeretention
ExternalServiceValue
CustomerSatisfactio
n
Customer
loyalty
Profitability
Revenuegrowth
EmployeeProductivity
EmployeeSatisfactio
n
The critical roles of Boundary-Spanning
External Environm
ent
InternalEnvironme
nt
Boundary-Spanning Roles
STRATEGIES FOR DELIVERING
SERVICE QUALITY
THROUGH PEOPLE
Provideneeded supportsystems
Hire theright
people
Retain thebest
people
Developpeople to
deliverservicequality
Hire for service
competencies and
serviceinclination
Compete for
the bestpeople
Measure andreward strongservice
performers
Treatemployees
ascustomers
Includeemployees in
the company’svision
Developservice-orientedinternal
processes
Providesupportivetechnology
andequipment
Measureinternal servicequality
Promoteteamwork
Empower employees
Train fortechnical
andinteractive
skills
Be the preferredemployer
Hire the right people
Back
Develop people to deliver service quality
Back
Provide needed support systems
Back
Retain the best people
Back
CUSTOMER FOCUS ORGANIZATIONAL CHART
Supervisor
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee
Supervisor
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee
Potential benefits and cost of empowerment
Back
Provideneeded supportsystems
Hire theright
people
Retain thebest
people
Developpeople to
deliverservicequality
Hire for service
competencies and
serviceinclination
Compete for
the bestpeople
Measure andreward strongservice
performers
Treatemployees
ascustomers
Includeemployees in
the company’svision
Developservice-orientedinternal
processes
Providesupportivetechnology
andequipment
Measureinternal servicequality
Promoteteamwork
Empower employees
Train fortechnical
andinteractive
skills
Be the preferredemployer
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