MCS 1000 Lecture Notes - Emotional Labor, Data Integration

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: l

Document Summary

Crucially important to the success of a service firm. Understanding that the work of service staff can be demanding, challenging and difficult. Front-line work can be demanding (boundary spanners) Person/role conflicts: between job requirements, and own personality. Organization/client conflicts: follow company rules or satisfy customer. Cycle of failure the search for productivity. Cycle of mediocrity no incentive to improve. Conduct personality tests: does personally match the job. Realistic job previews: expectations much match job offering. The longer a customer stays with a firm, the more profitable that customer is to serve: increased usage over time, reduced operating costs, profits from referrals and price premium. How much profit a customer generates over time. Customers become more profitable the longer they remain with a firm: increase purchases and/or account balances. Customers/families purchase in greater quantities as they grow: reduced operating costs. Fewer demands from suppliers and operating mistakes as customer becomes experienced: referrals to other customers.