GROUP XII – SERVICE MARKETING
Chapter 12 Employees’ Roles in Service Delivery Employees Are the Service and the Brand. Service employees and human resou...
Service Culture <ul><li>The behavior of employees in an organization will be heavily influenced by the culture of that org...
The Critical Role Service of service Employess
The key focus is on customer-contact service employees because:
The Service Triangle  Company Manager Customers Providers External Marketing Internal Marketing Interactive Marketing
Employee Satisfaction, Customer Satisfaction and Profits <ul><li>The Service Profit Chain </li></ul>Internal Service quali...
The critical roles of Boundary-Spanning External  Environment Internal Environment
Boundary-Spanning Roles
STRATEGIES FOR DELIVERING SERVICE QUALITY THROUGH PEOPLE
Provideneeded supportsystems Hire theright people Retain thebestpeople Developpeople todeliverservicequality Hire for serv...
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-line Employee Front-line Employee Front-line Employee Front-line Empl...
Potential benefits and cost of empowerment Back
Provide needed support systems Hire the right people Retain the best people Develop people to deliver service quality Hire...
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Chapter 12 Employees’ Roles in Service Delivery

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Chapter 12 Employees’ Roles in Service Delivery

  1. 1. GROUP XII – SERVICE MARKETING
  2. 2. Chapter 12 Employees’ Roles in Service Delivery Employees Are the Service and the Brand. Service employees and human resource practices that facilitate delivery of quality sevices.
  3. 3. Service Culture <ul><li>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. </li></ul>
  4. 4. The Critical Role Service of service Employess
  5. 5. The key focus is on customer-contact service employees because:
  6. 6. The Service Triangle Company Manager Customers Providers External Marketing Internal Marketing Interactive Marketing
  7. 7. Employee Satisfaction, Customer Satisfaction and Profits <ul><li>The Service Profit Chain </li></ul>Internal Service quality Employee retention External Service Value Customer Satisfaction Customer loyalty Profitability Revenue growth Employee Productivity Employee Satisfaction
  8. 8. The critical roles of Boundary-Spanning External Environment Internal Environment
  9. 9. Boundary-Spanning Roles
  10. 10. STRATEGIES FOR DELIVERING SERVICE QUALITY THROUGH PEOPLE
  11. 11. Provideneeded supportsystems Hire theright people Retain thebestpeople Developpeople todeliverservicequality Hire for service competencies and service inclination Compete for the best people Measure and reward strong service performers Treat employees as customers Include employees in the company’s vision Develop service-oriented internal processes Provide supportive technology and equipment Measure internal service quality Promote teamwork Empower employees Train for technical and interactive skills Be the preferred employer
  12. 12. Hire the right people Back
  13. 13. Develop people to deliver service quality Back
  14. 14. Provide needed support systems Back
  15. 15. Retain the best people Back
  16. 16. CUSTOMER FOCUS ORGANIZATIONAL CHART Supervisor Front-line Employee Front-line Employee Front-line Employee Front-line Employee Supervisor Front-line Employee Front-line Employee Front-line Employee Front-line Employee
  17. 17. Potential benefits and cost of empowerment Back
  18. 18. Provide needed support systems Hire the right people Retain the best people Develop people to deliver service quality Hire for service competencies and service inclination Compete for the best people Measure and reward strong service performers Treat employees as customers Include employees in the company’s vision Develop service-oriented internal processes Provide supportive technology and equipment Measure internal service quality Promote teamwork Empower employees Train for technical and interactive skills Be the preferred employer
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