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