service marketing unit 2nd

1. Presentation on role of
Employee, Customer and
Delivery services in services
marketing
 Presented by:
Neeraj Amravat

2. Employee role in services marketing
 Critical Importance of Service Employees
 Boundary Spanning Roles
 Human Resource Strategies for Closing Gap 3
 Service Culture

3. The Critical Importance of Service
Employees
 They are the service
 They are the organization in the customer’s eyes
 They are the brand
 They are marketer

4. The Services Marketing Triangle
COMPANY
Internal Marketing External Marketing
“Enabling the promise” “Making the promise”
EMPLOYEES Interactive Marketing CUSTOMER
“Delivering the promise”

5. Employee satisfaction, customer
satisfaction, and profit
Satisfied employees make for satisfied customers(and satisfied customers can, in
turn, reinforce, employees sense of satisfaction in their jobs.)
The effect of employee behaviors on service quality
dimension

6. Boundary Spanners Interact with Both
Internal and External Constituents
External Environment
Internal Environment

7. Source of conflict
 Person versus role
 Organization versus client
 Client versus client

8. Strategies for Delivering Service
Quality through People
 Hire the Right People
 Compete for the Best People
 Hire for Service Competencies and Service Inclination
 Be the Preferred Employer
 Develop People to Deliver Service Quality
 Train for Technical and Interactive Skills
 Empower Employees
 Promote Teamwork
 Provide Needed support systems
 Measure Internal Service Quality
 Provide Supportive Technology and Equipment
 Develop Service-Oriented Internal Processes
 Retain the best People
 Include Employees in the Company’s Vision
 Treat Employees as Customers
 Measure and Reward Strong Service Performers

9. Human Resource Strategies for Delivering
Service Quality through People
Hire for service
competencies and
service
Compete for inclination Be the
the best preferred
people employer
Measure and Train for
reward strong technical and
Hire the
service interactive
performers
right people
skills
Develop
Treat Customer-
Retain the people to
employees as
best
Oriented Empower
deliver
customers Service employees
people service
Delivery quality
Include Provide
employees in needed support Promote
the company’s systems teamwork
vision
Develop Measure
service-oriented Provide internal service
internal supportive quality
processes technology and
equipment

10. Customers’ Roles in Service Delivery
 Importance of Customers in Service Delivery
 Customers’ Roles
 Strategies for Enhancing Customer Participation

11. Importance of Customer in service
delivery
Customer participation at some level is inevitable in
service delivery and co creation. Services are action
or performance, typically produced and consumed
simultaneously.

12. Levels of customer participation
across different service

13. Customer Roles in Service Delivery
Productive Resource
Contributors to service quality & satisfaction
Competitors

14. Strategies for Enhancing Customer
Participation
Effective
Customer
Participation

15. Delivering Service Through Intermediaries
and Electronic Channels
 Service Distribution
 Electronic Channels

16. Service Provider Participants
 Direct Delivery of Service
 creates the service concept
(like a manufacturer)
 Delivery Through Intermediaries
 entity that interacts with the customer in the execution
of the service
(like a distributor/wholesaler)

17. Services Intermediaries
 Franchisees
 service outlets licensed by a principal to deliver a unique service concept it has
created
 e.g. INOX, McDonald’s
 Agents and Brokers
 representatives who distribute and sell the services of one or more service
suppliers
 e.g., travel agents, independent insurance agents
 Electronic Channels
 all forms of service provision through electronic means
 e.g., ATMs

18. Benefits and Challenges in Electronic
Distribution of Services
Benefits:
 Consistent delivery for standardized services
 Low cost
 Customer convenience
 Wide distribution
 Quick customer feedback
Challenges:
 Price competition
 Inability to customize with highly standardized services
 Lack of consistency due to customer involvement
 Changes in consumer behavior
 Security concerns
 Competition from widening geographies