SERVICES

MARKETINGCHAPTER 8

PEOPLE ISSUE (MANAGING EMPLOYEES &

CUSTOMERS)

HIGHLIGHTS

• Boundary spanning roles of service personnel

• Conflicts in boundary spanning roles

• Managing customers

OUTCOME

• Understand the multiplicity of service personnel

• Role of marketing in resolving roles issues in

services

• The basics of services customer management

IMPORTANCE OF

CONTACT PERSON

1. Source of customer satisfaction

2. Role as boundary spanners

CONTACT PERSONEL AS

BOUNDARY SPANNERS

• Boundary-spanning roles: various parts played by

contact personnel when interacting with external

environment & internal organization

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

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

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

THANK YOU

Q&A