Services Marketing

1. SERVICES
MARKETING
CHAPTER 8
PEOPLE ISSUE (MANAGING EMPLOYEES &
CUSTOMERS)

2. HIGHLIGHTS
• Boundary spanning roles of service personnel
• Conflicts in boundary spanning roles
• Managing customers

3. OUTCOME
• Understand the multiplicity of service personnel
• Role of marketing in resolving roles issues in
services
• The basics of services customer management

4. IMPORTANCE OF
CONTACT PERSON
1. Source of customer satisfaction
2. Role as boundary spanners

5. CONTACT PERSONEL AS
BOUNDARY SPANNERS
• Boundary-spanning roles: various parts played by
contact personnel when interacting with external
environment & internal organization

6. BOUNDARY SPANNING
ROLES
• Subordinate service roles: where customers’
purchase decision are discretionary (personnel
depends on customers’ demand)
• Ex: waitresses, bellmen & drivers
• Professional service roles: where service
personnel have independent status due to
professional qualifications (customers depend on
them
• Ex: doctors, lawyers & accountants

7. CONFLICTS IN BOUNDARY
SPANNING ROLES
• Person/role conflicts
• Organization/client conflicts
• Inter-client conflicts
Remedied by
o Marketing used to reduce conflicts
o Empowerment, word-of-mouth

8. MANAGING CUSTOMERS
1) Develop trust
2) Promote benefits & stimulate trial
3) Understand customer habits
4) Pretest new procedures
5) Understand determinants of customer behavior
6) Teach consumers to use service innovation
7) Monitor & evaluate performance

9. THANK YOU
Q&A