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.
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