Delivering And Performing Service

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FOR SERVICES MARKETING BY SOOD

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Delivering And Performing Service

  1. 1. Chapter 11 DELIVERING AND PERFORMING SERVICE
  2. 2. CUSTOMER COMPANY Service Delivery GAP 3 Customer-Driven Service Designs and Standards Part 4 Opener
  3. 3. <ul><li>The critical importance of service employees in creating customer satisfaction and service quality </li></ul><ul><li>Demonstrating the challenges inherent in boundary-spanning roles </li></ul><ul><li>Examples of strategies for creating customer-oriented service delivery </li></ul><ul><li>How the strategies can support a service culture where providing excellent service is a way of life </li></ul>
  4. 4. Internal Marketing Interactive Marketing External Marketing Company (Management) Customers Employees enabling promises keeping promises setting promises Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler
  5. 5. <ul><li>Focus on Jack’s Bar. Who occupies each of the three points of the triangle? </li></ul><ul><li>How is each type of marketing being carried out currently? </li></ul><ul><li>Are the three sides of the triangle well aligned? </li></ul><ul><li>Are there specific challenges or barriers in any of the three areas? </li></ul>
  6. 6. <ul><li>Overall Strategic Assessment </li></ul><ul><ul><li>How is the service organization doing on all three sides of the triangle? </li></ul></ul><ul><ul><li>Where are the weaknesses? </li></ul></ul><ul><ul><li>What are the strengths? </li></ul></ul><ul><li>Specific Service Implementation </li></ul><ul><ul><li>What is being promoted and by whom? </li></ul></ul><ul><ul><li>How will it be delivered and by whom? </li></ul></ul><ul><ul><li>Are the supporting systems in place to deliver the promised service? </li></ul></ul>
  7. 7. Source: An exhibit from J. L. Heskett, T. O. Jones, W. E. Sasser, Jr., and L. A. Schlesinger, “Putting the Service-Profit Chain to Work,” Harvard Business Review , March-April 1994, p. 166.
  8. 8. <ul><li>They are the service. </li></ul><ul><li>They are the organization in the customer’s eyes. </li></ul><ul><li>They are the brand. </li></ul><ul><li>They are marketers. </li></ul><ul><li>Their importance is evident in: </li></ul><ul><ul><li>The Services Marketing Mix (People) </li></ul></ul><ul><ul><li>The Service-Profit Chain </li></ul></ul><ul><ul><li>The Services Triangle </li></ul></ul>
  9. 9. <ul><li>Who are they? </li></ul><ul><ul><li>“ boundary spanners” </li></ul></ul><ul><li>What are these jobs like? </li></ul><ul><ul><li>emotional labor </li></ul></ul><ul><ul><li>many sources of potential conflict </li></ul></ul><ul><ul><ul><li>person/role </li></ul></ul></ul><ul><ul><ul><li>organization/client </li></ul></ul></ul><ul><ul><ul><li>interclient </li></ul></ul></ul><ul><ul><ul><li>quality/productivity </li></ul></ul></ul>
  10. 10. Internal Environment External Environment
  11. 11. <ul><li>Person vs. Role </li></ul><ul><li>Organization vs. Client </li></ul><ul><li>Client vs. Client </li></ul><ul><li>Quality vs. Productivity </li></ul>
  12. 12. Customer- Oriented Service Delivery Hire the Right People Provide Needed Support Systems Retain the Best People Develop People to Deliver Service Quality Compete for the Best People Hire for Service Competencies and Service Inclination Provide Supportive Technology and Equipment Treat Employees as Customers Empower Employees Be the Preferred Employer Train for Technical and Interactive Skills Promote Teamwork Measure Internal Service Quality Develop Service- oriented Internal Processes Measure and Reward Strong Service Performers Include Employees in the Company’s Vision
  13. 13. <ul><li>Benefits: </li></ul><ul><ul><li>quicker responses </li></ul></ul><ul><ul><li>employees feel more responsible </li></ul></ul><ul><ul><li>employees tend to interact with warmth/enthusiasm </li></ul></ul><ul><ul><li>empowered employees are a great source of ideas </li></ul></ul><ul><ul><li>positive word-of-mouth from customers </li></ul></ul><ul><li>Drawbacks: </li></ul><ul><ul><li>greater investments in selection and training </li></ul></ul><ul><ul><li>higher labor costs </li></ul></ul><ul><ul><li>slower and/or inconsistent delivery </li></ul></ul><ul><ul><li>may violate customer perceptions of fair play </li></ul></ul><ul><ul><li>“ giving away the store” (making bad decisions) </li></ul></ul>
  14. 14. <ul><li>“ A culture where an appreciation for good service exists, and where giving good service to internal as well as ultimate, external customers, is considered a natural way of life and one of the most important norms by everyone in the organization.” </li></ul>

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