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MKT 723 (71)
Chapter 12

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MKT 723
Armand Gervais

Chapter 12 – Employees’ Roles in Service Delivery Service Culture 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 profits. 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
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