Chapter 12 – Employees’ Roles in Service Delivery
Behaviour of employees in an organization is influenced by the culture of the organization.
Corporate Culture – Pattern of shared values that give members of an organization meaning, and provide
them with rules for behaviour.
Service Culture – Where appreciation for good service exists, and where giving good service to internal
and external customers is considered a way of life.
Culture – “The way we do things around here”
Critical Importance of Service Employees
Front-line employees and behind the scenes employees are critical to the success of any service organization.
Because services are intangible, customer-contact employees:
Are the service
Are the organization in the customer’s eyes
Are the brand
Are the marketers
The Services Triangle
Service marketing is about promises. The triangle shows three interlinked groups that work together to
develop, promote and deliver services. Between these three groups, three types of marketing must be
carried out for a service to succeed. External marketing references to the marketing effort the firm
engages in to set its customer’s expectations and make promises. Interactive marketing refers to a phase
where promises are either kept or broken. Internal marketing refers to management’s aid the providers in
ability to deliver on promises.
Employee Satisfaction, Customer Satisfaction and Profits
The service profit chain suggests that there are critical links among internal service quality, employee
satisfaction/productivity, value of services provided to customer, and customer satisfaction, retention and
The Effect of Employee Behaviours on Service Quality Dimensions
Customer’s perceptions of service quality will be impacted by behaviours of employees. Service employees
influence reliability, responsiveness, assurance, empathy, and tangibles.
Reliability – Delivering the service as promised. When errors are made, employees are essential