4362ch6 sp10

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Chap. 6 - ServiceEmployees and Their Behavior

The old adage, “People are most important asset,” is wrong. The right people are your most important asset.

- Jim Collins


Functions ofService Personnel/Actors

• Add tangibility to the service• Act as source of information in the commonly

ambiguous service situation and help the customer to cognitively frame the service encounter

• Often perceived as the service itself• Customer satisfaction is influenced by the

quality of the interpersonal interaction between the customer and the contact employee


Performance Issues

Cycle of Failure: design jobs that are low skill, emphasize rules instead of service, minimal effort in selection and training.

- bored employees who lack ability to respond to customer problems, become dissatisfied, poor service attitude.

- low service quality, high employee turnover.

Dept. stores, fast foods, call center operations, etc.


Performance Issues

Cycle of Mediocrity: rigid rules, focus on standardization, operational efficiencies, salary/promotions based on longevity, success measured by absence of mistakes rather than productivity and outstanding customer service

- Employees reluctant to leave- Bureaucratic hassles, lack of service

flexibility, customer resentment- Government or regulated agencies


Chap. 6 - ServiceEmployees and Their Behavior

Boundary spanners – the frontstage employees who link an organization with its customers. They represent the service in the customers’ eyes.


Sources of Conflict for Boundary-Spanning Workers

Person/role: conflict between what you are asked to do vs. your own personality, orientation, or values: attorney, car salesperson, wearing uniforms at work

Organization/client: conflict between organization policies and client demands

Ex: employee must follow company policy, but this conflicts with demands of customers


Sources of Conflict for Boundary-Spanning Workers

Client/client (interclient): incompatible expectations and requirements from two or more customers; television at restaurants

Quality/productivity: conflict between effectiveness and efficiency

Ex: state auditor is expected to deliver quality, individualized service to state offices and departments, while at the same time finishing jobs as quickly as possible


The Emotional Side of Services

Workers are required to display cheerful disposition, genuine concern and unrelenting care toward the customer, no matter what the worker’s true feeling

Demands of such “emotional labor” can be stressful and mentally challenging


Is Empowerment Appropriate?

Work requires personalized, customized service.

Focus on extended relationships rather than short term transactions.

Organization uses technologies that are complex and nonroutine in nature

Business environment is unpredictableEmployees have strong need to deepen

their skills, good interpersonal skills


Maximizing ServiceEmployee Productivity

• Discretionary effort is the difference between the maximum effort one can bring to a task and the minimum effort needed simply to get by.

• Effort in hiring, training, monitoring, and rewarding service employees


Maximizing Service Employee Productivity (cont’d)



• Internal Marketing is the policy of:– treating employees as internal customers of the

service organization– responding to employees’ needs or wants– promoting the organization and its policies to the

employee


Ensuring Service Employee Excellence

Hire Intelligently: • Applicant’s fit with Organization’s Service

Culture• Hire for technical and social skills – technical

skills (proficiency with task), social skills (manner in which service employee interacts with customers and fellow workers)


Delivering Service Quality Through People

Train Intensely:• Double-barreled training: Train for technical

and social skills – posture, language, facial expressions, pleasing and attractive ways of talking.

• Cross-train: to perform multiple task within the organization


Delivering Service Quality Through People

Monitor Incessantly:• Customer Satisfaction Surveys• Peer evaluations• Mystery shoppers

Reward Inspirationally• Monetary (pay increase, bonuses)• Praise, recognition• Meaningful for worker