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people mix in services marketing


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Helps to understand importance of human resource asset in an organisation- how to keep them motivated?

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people mix in services marketing

  1. 1. People in services
  2. 2. <ul><li>“controlling men is like handling a piece of string. If u push it, it will go anywhere. If you lead it, you can make it go anywhere you want.” </li></ul>
  4. 5. <ul><li>Influence customer perceptions. </li></ul><ul><li>appropriate interpersonal skills, aptititude, and service knowledge </li></ul>
  5. 6. <ul><li>Attracting </li></ul><ul><li>Retaining </li></ul><ul><li>Intensive training </li></ul>
  6. 7. Types of service personal <ul><li>Low contact Vs. high contact </li></ul><ul><li>Consumer service Vs. professional service </li></ul>
  7. 8. Problems faced by service personnel: <ul><li>Stress and burnout </li></ul><ul><li>No well defined job roles and responsibilities. </li></ul><ul><li>No defined working hours, breaks for relaxation. </li></ul>
  8. 9. STRESS <ul><li>Deep breathing </li></ul><ul><li>Progressive muscle relaxation </li></ul><ul><li>The Relaxation Response </li></ul><ul><ul><ul><li>Dr Herbert Benson of Harvard University in 1968 </li></ul></ul></ul>
  9. 10. <ul><li>Sit quietly and comfortably. </li></ul><ul><li>Close your eyes. </li></ul><ul><li>Start by relaxing the muscles of your feet and work up your body relaxing muscles. </li></ul><ul><li>Focus your attention on your breathing. </li></ul><ul><li>Breathe in deeply and then let your breath out. Count your breaths, and say the number of the breath as you let it out (this gives you something to do with your mind, helping you to avoid distraction). </li></ul><ul><li>Do this for ten or twenty minutes. </li></ul><ul><li>  </li></ul><ul><li>An even more potent alternative approach is to follow these steps, but to use relaxation imagery instead of counting breaths in step 5. Again, you can prove to yourself that this works using the biofeedback equipment.  </li></ul>
  10. 11. Types of conflict in service organizations: <ul><li>Individual - role conflict </li></ul><ul><li>Customer - employee conflict </li></ul><ul><li>Inter - employee conflict </li></ul><ul><li>Client - organization conflict </li></ul><ul><li>Inter - client conflict </li></ul>
  11. 12. People strategies: <ul><li>Attracting the best talent </li></ul><ul><li>Motivating </li></ul><ul><li>Training </li></ul><ul><li>Retaining. </li></ul>