Palvelujen markkinointi: luento 3 - Pekka Mattila

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Palvelujen markkinointi: luento 3 - Pekka Mattila

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Palvelujen markkinointi: luento 3 - Pekka Mattila

  1. 1. Palvelujen markkinointi<br />Luento 3: Palveluiden markkinointiviestintä, servicerecovery, henkilöstön rooli<br />Vieraileva professori Pekka Mattila<br />17.1.2011<br />
  2. 2. Marketingcommunications<br />17.1.2011<br />
  3. 3. Integrated marketing communications<br /><ul><li>Management of service promises
  4. 4. Management of customer expectations
  5. 5. Customer education
  6. 6. Internal marketing communications</li></ul>17.1.2011<br />3<br />Mattila & Laukkanen<br />
  7. 7. EmployeesinServiceDelivery<br />17.1.2011<br />
  8. 8. Employees in delivery<br /><ul><li>Service culture
  9. 9. Emotional labor
  10. 10. Search and selection – and retainment
  11. 11. Coach and train
  12. 12. Measure
  13. 13. Track and reward
  14. 14. Provide support systems</li></ul>17.1.2011<br />5<br />Mattila & Laukkanen<br />
  15. 15. Service triangle<br />Mattila & Laukkanen<br />17.1.2011<br />6<br />
  16. 16. An examplefrom B2B<br />Mattila & Laukkanen<br />17.1.2011<br />7<br />
  17. 17. ServiceRecovery<br />17.1.2011<br />
  18. 18. Service failure<br /><ul><li>Service performance falls below a customer’s expectation in such a way that leads to customer dissatisfaction</li></ul>Repurchase intentions<br />Exit vs. voice (Hirschman 1970)<br />17.1.2011<br />9<br />Mattila & Laukkanen<br />
  19. 19. Service failure and recovery<br />17.1.2011<br />10<br />Mattila & Laukkanen<br />
  20. 20. Service recovery<br /><ul><li>Actions taken by an organization in response to a service failure
  21. 21. Recovery strategies
  22. 22. Completely satisfied: immediately (51%) vs. within 24 hours (55%)
  23. 23. Learning from feedback
  24. 24. Learning from lost customers</li></ul>17.1.2011<br />11<br />Mattila & Laukkanen<br />
  25. 25. Types of complainers<br /><ul><li>Passives
  26. 26. Voicers
  27. 27. Irates
  28. 28. Activists</li></ul>17.1.2011<br />12<br />Mattila & Laukkanen<br />
  29. 29. Case Lehtovaara<br />2. Ravintola Lehtovaara - Menut<br />2. marraskuu 2010 ...Ravintola Lehtovaara, Helsinki, Gourmet-ravintolat ...<br />3. Ravintola Lehtovaara vaatii 80 000 euron korvauksia ...<br />27. kesäkuu 2005 ... 27.6.2005 klo 12:31 - Helsinkiläisen Lehtovaaran omistaja vaatii Effi ry:n perustajajäseneltä Herkko Hietaselta noin 80 000 euron korvauksia ...www.digitoday.fi/viihde/2005/.../ravintola-lehtovaara.../66 - Välimuistissa<br />5. Ravintola Lehtovaara - DVD PlazaForums<br />20 viestiä - 16 tekijät - Viimeisin viesti: 30. kesäkuu 2005<br />Ravintola Lehtovaara, Helsinki OliskohanLEhtovaaran kannattanut pahoitellla ja tarjoata vaikkapa hyvityksesi jotain. ...www.dvdplaza.fi › ... › Muuta › Ruoka & Juoma - Välimuistissa - Samankaltaisia<br />7. Visa Kopu » Ravintola Lehtovaara vaatii reklamaation lähettäjältä ...<br />26. kesäkuu 2005 ...Theyaredemanding me to takedown my letterthat is criticizingRavintola Lehtovaara. I guess the factthat my letter is second in a Google ...www.visakopu.net/.../ravintola-lehtovaara-vaatii-reklamaation-lahettajalta- korvauksia/ - Välimuistissa - Samankaltaisia<br />17.1.2011<br />13<br />Mattila & Laukkanen<br />
  30. 30. Perceptions of fairness<br /><ul><li>Outcome fairness
  31. 31. Procedural fairness
  32. 32. Interactional fairness</li></ul>17.1.2011<br />14<br />Mattila & Laukkanen<br />
  33. 33. Service recovery<br /><ul><li>1-5% complain to management or company headquarters
  34. 34. 45% complain to a frontline employee
  35. 35. 50% encounter the problem but do not complain</li></ul>17.1.2011<br />15<br />Mattila & Laukkanen<br />
  36. 36. Service recovery paradox<br /><ul><li>The service recovery paradox states that with a highly effective service recovery, a service or product failure offers a chance to achieve higher satisfaction ratings from customers than if the failure had never happened</li></ul>17.1.2011<br />16<br />Mattila & Laukkanen<br />
  37. 37. Service recovery paradox (Wikipedia 1/2011)<br />17.1.2011<br />17<br />Mattila & Laukkanen<br />
  38. 38. Service recovery<br /><ul><li>First-time right
  39. 39. Service guarantees</li></ul>17.1.2011<br />18<br />Mattila & Laukkanen<br />
  40. 40. MultipleMasters<br />17.1.2011<br />
  41. 41. Multiple masters (Chung & Schneider 2002)<br /><ul><li>No tangible product involved – the employee delivering seen as a tangible facet
  42. 42. Fewer quality control mechanisms compared to manufacturing
  43. 43. Demands both from customers and management
  44. 44. Service climate created when human resource practices are consistent in emphasizing service quality initiatives</li></ul>17.1.2011<br />20<br />Mattila & Laukkanen<br />
  45. 45. Multiple masters (Chung & Schneider 2002)<br /><ul><li>Role conflict
  46. 46. Discrepancies between perceived demands from customers and perceptions of what management rewards
  47. 47. Customers have great deal of immediate influence over employees while management influence is legitimate but remote (Rafaeli 1989)</li></ul>17.1.2011<br />21<br />Mattila & Laukkanen<br />
  48. 48. Multiple masters (Chung & Schneider 2002)<br /><ul><li>Role conflict</li></ul>Physical proximity<br />Amount of time together<br />Amount of feedback from customers<br />Amount of information from customers<br />Awareness of the crucial role of the customers<br />Employees more enthusiastic gratifying customer needs than management (Parkington & Schneider 1979)<br />17.1.2011<br />22<br />Mattila & Laukkanen<br />
  49. 49. Multiple masters (Chung & Schneider 2002)<br /><ul><li>Effects of role conflict
  50. 50. Lower job satisfaction
  51. 51. Attrition
  52. 52. Absenteeism</li></ul>17.1.2011<br />23<br />Mattila & Laukkanen<br />
  53. 53. Multiple masters (Chung & Schneider 2002)<br /><ul><li>Implications
  54. 54. Identify behaviors employees believe customers want them to perform
  55. 55. Set up ways to reward employees for engaging in those behaviors
  56. 56. Research suggests that what employees say about customers is valid (Schneider & Alii 2000)</li></ul>17.1.2011<br />24<br />Mattila & Laukkanen<br />
  57. 57. Jatkuu…<br />Luento 3: Palveluiden markkinointiviestintä, servicerecovery, henkilöstön rooli<br />Vieraileva professori Pekka Mattila<br />17.1.2011<br />

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