Employees’ roles in service delivery


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service marketing unit 2nd

Published in: Education, Business

Employees’ roles in service delivery

  1. 1. Presentation on role ofEmployee, Customer andDelivery services in servicesmarketing Presented by: Neeraj Amravat
  2. 2. Employee role in services marketing Critical Importance of Service Employees Boundary Spanning Roles Human Resource Strategies for Closing Gap 3 Service Culture
  3. 3. The Critical Importance of ServiceEmployees They are the service They are the organization in the customer’s eyes They are the brand They are marketer
  4. 4. The Services Marketing Triangle COMPANY Internal Marketing External Marketing “Enabling the promise” “Making the promise”EMPLOYEES Interactive Marketing CUSTOMER “Delivering the promise”
  5. 5. 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
  6. 6. Boundary Spanners Interact with Both Internal and External Constituents External Environment Internal Environment
  7. 7. Source of conflict Person versus role Organization versus client Client versus client
  8. 8. 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
  9. 9. Human Resource Strategies for DeliveringService Quality through People Hire for service competencies and service Compete for inclination Be the the best preferred people employer Measure and Train for reward strong technical and Hire the service interactive performers right people skills Develop Treat Customer- Retain the people to employees as best Oriented Empower deliver customers Service employees people service Delivery quality Include Provide employees in needed support Promote the company’s systems teamwork vision Develop Measure service-oriented Provide internal service internal supportive quality processes technology and equipment
  10. 10. Customers’ Roles in Service Delivery Importance of Customers in Service Delivery Customers’ Roles Strategies for Enhancing Customer Participation
  11. 11. Importance of Customer in servicedeliveryCustomer participation at some level is inevitable inservice delivery and co creation. Services are actionor performance, typically produced and consumedsimultaneously.
  12. 12. Levels of customer participationacross different service
  13. 13. Customer Roles in Service DeliveryProductive ResourceContributors to service quality & satisfactionCompetitors
  14. 14. Strategies for Enhancing CustomerParticipation Effective Customer Participation
  15. 15. Delivering Service Through Intermediariesand Electronic Channels Service Distribution Electronic Channels
  16. 16. 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)
  17. 17. 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
  18. 18. Benefits and Challenges in ElectronicDistribution 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