employees’ roles in service delivery
DESCRIPTION
service marketing unit 2ndTRANSCRIPT
Presentation on role of Employee, Customer and Delivery services in services marketing
Presented by: Neeraj Amravat
Critical Importance of Service Employees
Boundary Spanning Roles
Human Resource Strategies for Closing Gap 3
Service Culture
Employee role in services marketing
The Critical Importance of Service Employees
They are the service
They are the organization in the customer’s eyes
They are the brand
They are marketer
The Services Marketing Triangle
Internal Marketing
Interactive Marketing
External Marketing“Enabling the promise”
“Delivering the promise”
“Making the promise”
COMPANY
EMPLOYEES CUSTOMER
Employee satisfaction, customer satisfaction, and profit
Satisfied employees make for satisfied customers(and satisfied customers can, in turn, reinforce, employees sense of satisfaction in their jobs.)
The effect of employee behaviors on service quality dimension
Boundary Spanners Interact with Both Internal and External Constituents
Internal Environment
External Environment
Source of conflict
Person versus role
Organization versus client
Client versus client
Strategies for Delivering Service Quality through People
Hire the Right People Compete for the Best People Hire for Service Competencies and Service Inclination Be the Preferred Employer
Develop People to Deliver Service Quality Train for Technical and Interactive Skills Empower Employees Promote Teamwork
Provide Needed support systems Measure Internal Service Quality Provide Supportive Technology and Equipment Develop Service-Oriented Internal Processes
Retain the best People Include Employees in the Company’s Vision Treat Employees as Customers Measure and Reward Strong Service Performers
Human Resource Strategies for Delivering Service Quality through People
Provideneeded supportsystems
Hire theright people
Retain thebestpeople
Developpeople todeliverservicequality
Hire for servicecompetencies andserviceinclinationCompete for
the bestpeople
Measure andreward strongserviceperformers
Treatemployees ascustomers
Includeemployees inthe company’svision
Developservice-orientedinternalprocesses
Providesupportivetechnology andequipment
Measureinternal servicequality
Promoteteamwork
Empower employees
Train fortechnical andinteractiveskills
Be the preferredemployer
Customer-OrientedServiceDelivery
Customers’ Roles in Service Delivery
Importance of Customers in Service Delivery
Customers’ Roles
Strategies for Enhancing Customer Participation
Importance of Customer in service delivery
Customer participation at some level is inevitable in service delivery and co creation. Services are action or performance, typically produced and consumed simultaneously.
Levels of customer participation across different service
Customer Roles in Service Delivery
Productive Resource
Contributors to service quality & satisfaction
Competitors
Strategies for Enhancing Customer Participation
Effective CustomerParticipation
Delivering Service Through Intermediaries and Electronic Channels
Service Distribution
Electronic Channels
Service Provider Participants
Direct Delivery of Service creates the service concept
(like a manufacturer)
Delivery Through Intermediaries entity that interacts with the customer in the execution
of the service(like a distributor/wholesaler)
Services Intermediaries
Franchisees service outlets licensed by a principal to deliver a unique service concept it has
created e.g. INOX, McDonald’s
Agents and Brokers representatives who distribute and sell the services of one or more service
suppliers e.g., travel agents, independent insurance agents
Electronic Channels all forms of service provision through electronic means
e.g., ATMs
Benefits and Challenges in Electronic Distribution of Services
Benefits: Consistent delivery for standardized services Low cost Customer convenience Wide distribution Quick customer feedback
Challenges: Price competition Inability to customize with highly standardized services Lack of consistency due to customer involvement Changes in consumer behavior Security concerns Competition from widening geographies