This document outlines various human resource management (HRM) concepts relevant to the service sector. It discusses features of services, classifications of services, environmental factors driving service sector growth, objectives of service layouts, developing a service culture, service marketing models, the role of service employees, the nature of service encounters, the importance of human elements, issues faced by frontline employees, managing emotional labor, recruitment and selection procedures, challenges in recruitment, developing employees, motivating employees, empowering employees, dimensions of service quality, reasons to reduce quality gaps, strategies to reduce gaps, delivering services through agents/brokers, and issues/challenges in various service industries.

1. HRM IN SERVICE SECTOR MANAGEMENT
UNIT 1
1. Features of Services:-
1. Intangibility.
2. Perishability.
3. Inseparability.
4. Variability.
5. Ownership.
6. Simultaneity.
7. Quality measurement.
8. Pricing of services.
9. Nature of demand.
2. Classification of services:-
1. End users.
a. Individual consumer.
b. Business to business.
c. Industrial ends users.
2. Degree of tangibility.
a. Highly tangible.
b. Services linked to tangible goods.
c. Highly intangible.
3. People based services.
a. People based services.
b. Equipment based services.

2. 4. Expertise required.
a. Highly professional services.
b. Non-professional.
5. Profit orientation.
a. Non-profit.
b. Commercial.
3. Environmental factors responsible for growth of service
sector:-
1. Consumer affluence.
2. Working women.
3. Double income no kids.
4. Leisure time.
5. Greater life expectancy.
6. Product innovations.
7. Product complexity.
8. Complexity of life.
9. New generation youth.
10. Resource scarcity and ecology.
11. Corporate crowd.
4. Objectives or advantages of an ideal layout:-
1. Economies in handling.
2. Effective use of available area.
3. Minimization of production delays.
4. Improved quality control.

3. 5. Minimum equipment investment.
6. Avoidance of bottlenecks.
7. Better production control.
8. Better supervision.
9. Improved utilization of labour.
10. Improved employee morale.
11. Avoidance of unnecessary and costly changes.
5. Ways in developing service culture in organisation:-
1. Seek feedback.
2. Communicate and establish consistency.
3. Reward and recognize.
4. Set policies and train.
6. Six market model:-
1. Customer market.
2. Influence market.
3. Referral market.
4. Supplier market.
5. Employee market.
6. Internal market.

4. 7. Role of service employee:-
1. Product designer.
2. Performer.
3. Technician.
4. Associate.
5. Friend.
6. Empathiser.
7. Assurer.
8. Salesman.
9. Marketing intelligence.
8. Nature of service encounter or model of truth:-
1. Goal oriented.
2. Limited scope.
3. Service providers are not selfless.
4. Prior acquaintances not essential.
5. Information exchange.
6. Well defined roles.
7. Temporary status.
9. Elements of service encounter:-
1. The customer.
2. Service provider or employee.
3. Delivery system.
4. Physical evidence.

5. 10. Role and significance of human element in service
sector:-
1. Customer pull and maintenance.
2. Building the corporate image.
3. Sustained organisational performance.
11. Issues faced by the frontline employee:-
1. Person/role conflict.
2. Organization/client conflict.
3. Inter-client conflict.
12. Strategies for managing emotional labour:-
1. Use buffering.
2. Teach ‘display’ rules.
3. Offer staff assistance programs.
4. Teach problem-solving techniques.
5. Improve emotional intelligence.
6. Share knowledge.
7. Bring emotional labour into the performance evaluation
process.
13. Recruitment procedures and criteria:-
1. Recruit right people.
2. Compete for the best people.
3. Hire for service competencies and service inclination.
4. Empower employees.
5. Promote teamwork.

6. 14. Criteria for an effective recruitment and selection
programme:-
1. Qualified staff.
2. Legal compliance.
3. Workplace guidelines.
4. Pre-employment standards.
15. Challenges in recruitment in service sector:-
1. Finding the right candidate.
2. Candidate competition.
3. Speed.
4. An influx of ineffective recruiters.
16. Develop people to deliver service quality:-
1. Need assessment.
2. New recruits.
3. Development.
4. Additional benefit.
17. Ways to motivate the employee:-
1. Job content.
2. Feedback and recognition.
3. Goal accomplishment.
4. Training.
5. Offer rewards.
6. Promote from within.
7. Team spirit.

7. 18. Advantage of employee empowerment:-
1. Boots productivity and reduces cost.
2. Having better service.
3. Can embrace change.
4. Improves the quality of work.
5. 7Collaboration.
6. Communication is boosted.
7. Reduced turnover.
19. Limitations of employee empowerment:-
1. Abusing power.
2. Intern personal relation.
3. Additional costs of training.
4. Poor knowledge and understanding.
5. Arrogance.
6. Risks of security and confidentiality.
UNIT 3
20. Dimensions of service quality:-
1. Dimensions 1- Tangibles.
2. Dimensions 2- Reliability.
3. Dimensions 3- Responsiveness.
4. Dimensions 4- Assurance.
5. Dimensions 5-Empathy.

8. 21. Reasons to fill the gaps:-
1. Higher customer loyalty.
2. Face competition effectively.
3. Lower costs.
4. Immune or less vulnerable to price war.
5. Higher market share.
6. Loyal internal customer.
7. Higher return on investment.
22. Ways to fill the gap:-
1. Bridging the knowledge gap-of what the customers
want.
2. Commitment to TQM from top management.
3. Bridging the delivery gap.
4. Bridging the communication gap.
23. Strategies to fill the gap:-
1. Unconditional guarantee.
2. Performance measurement and reward system.
3. Motivating people.
4. Product design.
5. Make delivery point user-friendly.
6. Convenient service points.

9. 24. Advantages of delivering services through agents and
brokers:-
1. Information flow.
2. Low selling and distribution cost.
3. Specialized skills and knowledge.
4. Wider representation in the market.
5. Knowledge of local market.
6. Customer service.
25. Challenges faced while delivering services through
agents and brokers:-
1. Loss of control over price.
2. Representation of multiple service principals.
3. Loss of control over services encounters.
4. Service wholesalers.
5. Electronic channels.
26. Strategies for effective service delivery through agents
and brokers:-
1. Control strategies.
2. Empowering strategies.
3. Partnering strategies.

10. 27. Issues and challenges of HR in legal services:-
1. Reporting structure.
2. Confidentiality.
3. Training.
4. Stress.
28. Issues and challenges of HR in accountancy:-
1. Focusing more on human contacts with candidates.
2. Targeting candidates able to do the job.
3. Taking psycho-technical tests.
4. Asking technical questions.
5. Creating more synergy between team members.
29. Issues and challenges in infrastructure:-
1. Roadways.
a. Talent mgt.
b. Contractual payments.
c. Instability of job.
d. Strategic HR issues for corporate and
sites.
e. Maintaining relations.
2. Railways.
a. Lack of emphasis on adequate HR.
b. Technological advancement.
c. Infrastructural development.
d. Information technology.
e. Inter departmental parochial fighting.
f. Presence of existing multi-cadres system.

11. 3. Power sector.
a. Attracting fresh talent.
b. Improving productivity.
c. Training requirements in the power
sector.
d. Requirements in renewable energy.
30. Issues and challenges in public sector:-
1. Police.
2. Defence.
3. Disaster mgt.
31. Issues and challenges in trade services:-
1. Wholesale and retail.
a. Lack of skilled manpower.
b. Stress in working culture.
c. Lack of formal education.
d. Workforce attrition.
e. Threat of poaching in retail.
2. Advertising.
a. High turnover.
b. Developing talent.
c. Finding talent.
d. Workforce planning.
3. Maintenance and repairs.

12. 32. Issues and challenges in personnel services:-
1. Education.
a. Poor working condition.
b. Problems of staffing.
c. Current call for the use of ICT in
education.
2. Healthcare.
3. Hotels.
a. Turnover.
b. Recruitment.
c. Training.
d. Morale.
e. Shrinkage.
33. Process of human resource planning evaluation:-
1. Decide the purpose of HR evaluation.
2. Establish control systems.
3. Selection of criteria in line with the purpose.
4. Delivering the feedback of the evaluation process.

13. 34. Purpose for HRP evaluation:-
1. Ensure right man for right job.
2. Avoid the ill-effects of overstaffing and understaffing.
3. Predication of future market trends.
4. Smooth functioning of the organization.
5. Ensure the effectiveness of the HRP process.
6. Encourage smooth communication between HR and
other departments.
7. In-depth understanding of HR plans, issues, need and
trends.
35. Issues in HRP evaluation in service sector:-
1. Wrong techniques for forecasting of demand and
supply.
2. Unskilled HRP practitioner.
3. Nature of jobs being filled.
4. Outsourcing.
5. Quality of information.
6. Organizational growth cycles and planning.

14. 36. Reasons for attrition in service sector:-
1. Employee’s skills and the job.
2. Lack of opportunity for advancement.
3. Inadequate training.
4. Ineffective management.
5. Work-life imbalance.
6. Feeling undervalued.
7. Poor leadership skills.
8. Growth opportunities not available.
9. Improper work timings.
37. Ways to enhance organisational effectiveness:-
1. Effective sharing goals.
2. Teamwork.
3. High employee morale.
4. Offers training opportunities.
5. Leadership.
6. Handles poor performance.
7. Understanding of risks.
8. Adapts to opportunities and changes.
9. Clearly defined structure.
10. Well-known company policies.