Professional Documents
Culture Documents
Chapter 7
The Service Encounter
7-2
Learning Objectives
7-3
Efficiency
versus
satisfaction
Contact
Personnel
Customer
Perceived
control
7-4
Continued.
Service
7-5
7-6
7-7
Customer-dominated encounter
In
7-8
Balance of control
A satisfactory
7-9
Systems
7-10
Culture
Interaction between customer and contact personnel occurs within
the context of an organizations culture and physical surroundings.
For example, Disneys culture affects their interaction with
customers. In other words, an organizations values when
consistently communicated by management, permit contact
personnel to act with considerable autonomy, because their
judgment is based on shared set of values.
Definition of culture:
7-11
Empowerment
The
7-12
Control systems
Table
7-13
Contact Personnel
Ideally
7-14
Continued
Selection
1. Abstract Questioning
2. Situational Vignette
3. Role Playing
7-15
Continued.
Training
Unreasonable demands
Demands against policies
Unacceptable treatment of employees
Drunkenness
Breaking of societal norms
Special-needs customers
7-16
The Customer
Every
Economizing customer
Customer wants to maximize the value obtained for his or her
expenditures of time, effort, and money.
Loss of these customers is an early warning of potential
competitive threats.
Ethical customer
Patronize socially responsible firms
7-17
Continued.
Personalizing customer
These customers want interpersonal gratification such as
recognition, respect, etc.
Convenience customer
These customers have no interest in shopping for the serive;
convenience is most important.
7-18
Customer as Co-Producer
Both
7-19
Continued.
Study
When
7-20
Satisfaction Mirror
More
Repeat
Purchase
s
Stronger
Tendency to
Complain about
Service Errors
Higher Customer
Satisfaction
Lower
Costs
Better
Results
Higher Employee
Satisfaction
Higher
Productivity
Improved Quality
of Service
7-21
External
Service
concept
Target market
Loyalty
Customers
Satisfaction
Productivity
&
Employees
Output
quality
Capability
Service
value
Satisfaction
Loyalty
Profitability
Service
quality
Customer orientation/quality emphasis
Allow decision-making latitude
Selection and development
Rewards and recognition
Information and communication
Provide support systems
Foster teamwork
Revenue
growth
Attractive Value
Service designed
& delivered to
meet targeted
customers needs
Solicit customer
feedback
Lifetime value
Retention
Repeat
Business
Referrals
7-22
Is attitude emphasized?
Are job previews utilized?
Are customers screened?
Careful Employee
and Customer
Selection
Are employees
encouraged to
refer friends?
Are referrals from
the best
employees given
priority?
Is satisfaction
measured
periodically?
Are measurements
linked to other
functions on
the cycle?
(and Self-selection))
Employee
Referrals of
Potential
Job
Candidates
Satisfied
Employees
HighQuality
Training
Cycle
of Capability
Appropriate
Rewards
and Frequent
Recognition
Well-Designed
Support
Systems
Information
Facilities
Greater Latitude
to Meet
Customers
Needs
Clear Limits
on, and
Expectations
of, Employees
Do they limit the right risks?
Are they logical to employees?
Is it an important
element of quality of
work life?
Do they reflect
needs of the
service encounter?
Are they designed
to foster
relationships?
7-23
What
Comment
How
If