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10. Service Delivery, 1 (2), Customer Production, Service Culture,…
10. Service Delivery
Customer
Levels of Customer Participation
Moderate: Consumer Inputs
High: Consumer cocreated the service product
Low: Consumer Presence
Importance of Other Customers in Service Delivery
Detract from satisfaction
Enhance satisfaction
Customers Factors which Widen Gap 3
Lack of understanding of their roles
Unable to perform their roles
No rewards for “good performance”
Interfering with other customers
Incompatible market segments
Customer Roles in Service Delivery
1.) Productive Resources
2.) Contributors to Quality and Satisfaction
3.) Competitors
Strategies for Enhancing Customer Participation
1.) Define customers’ jobs
2.)Recruiting, Educating and Rewarding Customers
3.) Manage the Customer Mix
Self service Technologies –The Ultimate in Customer participation
Services Production Continum figure
Service Employees
Employee Factors Leading Gap 3
Failure to match supply & demand
Customers not fullfilling roles
Problems with service intermediaries
Deficiencies in human resource policies
Importance of Service Employees:
Employees are the...
‘Service’
‘Brand’
‘Organisation’
‘Marketers’
‘Most Visible Element’
Boundary Spanners
Frontline employees
Operate at peripheral level
They transfer information to and from the org
low skilled workers at one end and highly skilled professionals at the other end
Go through stressful situations
Reqd to handle inter personal & inter org conflict
Emotional Labour
Sources Of Conflict
Person / Role Conflict
Organization / Client Conflict
Inter Client Conflict
Human Resource Strategies for Delivering Service Quality through People
Hire the right People
Train & Devp them to deliver service quality
Provide needed support systems
Retain the best ppl
The Service Profit Chain
System
Company
Customers
Employees
Physical Evidences
Servicescape
Other Tangibles
1
2
3
4
5
6
Customer Production
Joint Production
Firm Production
Service Culture
Internal Marketing
External Marketing Communication
Service Triangle
Interactive Marketing
Enabling the promise
Making the promise
Keeping/delivering the promise