Nguyen Thi Mai Trang VAI TRÒ CỦA NHÂN VIÊN TRONG DỊCH VỤ NỘI DUNG I Vai trò quan trọng nhân viên dịch vụ việc tạo thỏa mãn khách hàng & chất lượng dịch vụ (the critical roles of service employees in creating customer satisfaction and service quality) II Vai trò nhân viên phục vụ trực tiếp (why the servicescape affects employee and customer behavior) Nguyen Thi Mai Trang THE CRITICAL IMPORTANCE OF SERVICE EMPLOYEES  The services marketing mix:…  Service employees are: a …… b ………….in the customer’s eyes c ………… Nguyen Thi Mai Trang THE CRITICAL IMPORTANCE OF SERVICE EMPLOYEES  Service employees are: Service (haircutting, child care, cleaning, counseling, legal services) The offering is the ……… (investing?) Contact employees represent ………………… & can directly influence ………………………  they perform the role of ……………… Nguyen Thi Mai Trang Employee satisfaction, customer satisfaction, & profits  Climate for service & a climate for ………………………… are highly correlated with overall ………………… perceptions of service quality Schneider & Bowen (1993) Nguyen Thi Mai Trang Reliability Responsiveness Assurance Empathy Tangibles Nguyen Thi Mai Trang Reliability _ delivering the service as ………… Responsiveness _ personal ………………to help & their promptness in serving customers Assurance _ employees’ ability to communicate their credibility and to ………………….and confidence Empathy _ employees will ………………, listen, adapt, and be flexible in delivering what ……………… customers need Tangibles _ employee ……………………… , facility, décor, brochures, signage Nguyen Thi Mai Trang The front-line service employees are referred to as ………………………… because they operate at the organisation’s boundary Nguyen Thi Mai Trang F employees  Order takers T R  Truck drivers  Delivery people  doctors l a  consultants a t Nguyen Thi Mai Trang  Emotional labor (công việc cần xúc cảm)  Sources of conflict (nguồn mâu thuẫn)  Quality/Productivity trade-offs (cân chất lượng/năng suất) Nguyen Thi Mai Trang 10 Human resource strategies Hire the right people Compete for the ………… people Hire for service ……………… & service …………… Be the preferred………… employer Nguyen Thi Mai Trang 19 Human resource strategies Hire the right people Compete for the best people • • Identify the …………… people & compete with other organisations to hire them Use a variety of methods to recruit employees:  recruiting as a …………… activity Nguyen Thi Mai Trang 20 Human resource strategies Hire the right people Hire for service competencies & service inclination • Service competencies are the ………… & knowledge necessary to the job • Service inclination is reflected in their ………… toward service and orientation serving …………… and others on the job Nguyen Thi Mai Trang 21 Human resource strategies Hire the right people Be the preferred employer • • • …………… training Career and advancement opportunities Excellent in internal support & attractive incentives Nguyen Thi Mai Trang 22 Human resource strategies Develop people to deliver service quality Train for technical & interactive skills Empower employees Promote teamwork Nguyen Thi Mai Trang 23 Human resource strategies Develop people to deliver service quality Train for technical & interactive skills Operational rules, accounting systems, underwriting procedures that are taught ………………………… Courteous, ………………., responsive, and ……………… service   Should start service training for ………………….ement & then work through the organization to supervisors, & contact employees Give everyone a ……………… vision & perspective on service Nguyen Thi Mai Trang 24 Human resource strategies Develop people to deliver service quality Empower employees An empowerment approach (……………… , quick decisions, & authority) - vs a production line approach (……………… , & …………… decision-making latitude or authority given to front-line employees) Nguyen Thi Mai Trang 25 Human resource strategies Develop people to deliver service quality Empower employees Ex: McDonald’s how to ………… customers How to ………… their orders How to ………… an order, place items on the tray, …………… the tray to the customer  There is a ………… for almost every step & ………… variability in the process Nguyen Thi Mai Trang 26 POTENTIAL COSTS & BENEFITS OF EMPOWERMENT • …………….online responses to …………… customers during service recovery • Employees feel ……………… about their jobs and themselves • Employees will interact with customers with more ………… and enthusiasm • Great ……………… advertising from customers • A potentially …………….dollar investment in selection & training • Potentially …………… or …………… service delivery • May violate customers’ perceptions of ……………… • Employees may make bad decisions Nguyen Thi Mai Trang 27 Human resource strategies Develop people to deliver service quality Promote teamwork - customer satisfaction will be ………… when employees work as team - team goals & rewards will …………… teamwork Nguyen Thi Mai Trang 28 Human resource strategies Provide needed support systems Measure internal service quality Internal organizations ………… their customers, ……………… their needs, measure how well they are doing, & make improvement Provide supportive technology & equipment Service employees need ……………….equipment and technology to deliver …………………… service Develop service-oriented internal processes An organization’s internal processes should be designed with customer value and customer satisfaction in mind Nguyen Thi Mai Trang 29 Human resource strategies Retain the best people Include employees in the company’s ……… Treat employees as ……………… Measure & reward ………….service performers Nguyen Thi Mai Trang 30 Human resource strategies Retain the best people Include employees in the company’s vision People need to understand how their works … into the …………… of the organization and its goals Nguyen Thi Mai Trang 31 Human resource strategies Retain the best people Treat employees as customers - The product is a ………… and quality of work life  Organizations conduct ………… internal marketing research to assess …………satisfaction and needs Nguyen Thi Mai Trang 32 Human resource strategies Retain the best people Measure and reward strong service performers - Reward systems may value productivity, quantity, …………………… Nguyen Thi Mai Trang 33 .. .VAI TRÒ CỦA NHÂN VIÊN TRONG DỊCH VỤ NỘI DUNG I Vai trò quan trọng nhân viên dịch vụ việc tạo thỏa mãn khách hàng & chất lượng dịch vụ (the critical roles of service... customer satisfaction and service quality) II Vai trò nhân viên phục vụ trực tiếp (why the servicescape affects employee and customer behavior) Nguyen Thi Mai Trang THE CRITICAL IMPORTANCE OF SERVICE... Thi Mai Trang 32 Human resource strategies Retain the best people Measure and reward strong service performers - Reward systems may value productivity, quantity, …………………… Nguyen Thi Mai Trang