Summary
Summary BEM 120: CHAPTER 6 NOTES
BEM 120 Chapter 6 notes. These notes were made using the following textbook: Grasping Service Marketing, Jordaan, Y & Samuels, J. 2015 - 3rd edition.
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
1 review
By: carlapet2003 • 1 year ago
Content preview
• functions of boundary spanners:CHAPTER 6 o personal representatives: have effect
people on customer’s perceptions, including
organisation’s reputation & image
DIMENSION 1: MANAGING EMPLOYEES o information transfer: collecting info
• way organisation manages employees from environment and feeding it back
impacts its ability to satisfy external into organisation + communicating
customers’ needs with environment on behalf of
organisation
TYPES OF SERVICE EMPLOYEES • two extreme roles:
• personnel are influential in setting quality o subordinate service roles: parts
standard played by personnel working for
• what skills & competencies customer- organisation where customer
contact personnel should have and on which purchase decisions are entirely
supporting activities can they rely discretionary (bus driver)
1. Support personnel o professional service roles: parts
played by personnel whose
• customers seldom come into direct contact
professional qualifications give them
with support personnel
level of status independent of their
• represent internal production process of
position in organisation (doctor)
organisation
• groups of capabilities :
• skills & competencies form backbone of
organisation’s operational activities & can • thorough knowledge of latest
be seen as internal strengths of organisation organisation developments is
1. Technical
prerequisite in delivering good
2. Customer-contact personnel know-how
& service
• highly visible to customers about
• impress customer and
• represent interface between service organisation
influence technical quality of
organisation and customers service offering
• largely determine quality of functional
• by serving customer well,
component of service
employee determines
• functional component relates to level of functional and relational
service received by customer quality of service offering
• employees need external orientation – focus 2. Ability to
• to cultivate favourable
on knowing, exploring & recognising serve customers
service quality image,
developments, situations, plans, opinions, well and
employees have to be
maintain quality
wishes & needs of customers sensitive to customer during
of the service
o important when organisation wants to service encounter, empathetic
be market-oriented & create & responsive, communicate
sustainable competitive advantage with customer and make them
feel valued
personnel who interact with • customer is likely to be
Boundary organisation’s internal & external serviced by various
spanners environments – linking organisation to employees, so they need to
3. Ability to work be aware of previous
outside world
as team arrangements with customer
• importance of internal
communication and efficient
admin procedures
1
, EMPLOYEE ISSUES 2. Motivational job characteristics
• many service organisations don’t understand Guidelines:
true value & contribution of their employees
• job variety motivates
– many contact employees are poorly o job requiring variety of skills &
remunerated abilities tend to be more motivated
• some organisations realise that unhappy o surgeon & bathroom cleaners
employees cost organisations more than the
• visible job outcomes motivate
wages they are being paid
o hairdresser & telephonist at a gym
1. Recruitment, selection, and training • high degree of impact motivates
• process by which an o customer-contact personnel can see
organisation secures & builds influence of their jobs on customers
its human resources o support staff can’t directly
Recruitment
• goal: to attract & hopefully experience impact on their efforts
retain the right employee for • high degree of freedom and discretion
the right job motivates
o security guard vs salesperson
• recruitment and selection:
• feedback motivates
o appointing best people possible,
o helps employees understand result of
that’ll fit in with culture of
their efforts
organisation is a key factor in
o recognise positive behaviours
effective marketing of services
o include line managers in selection & degree of direct, clear information
appointment process – have clear an employee receives from
Feedback
under-standing of requirements of superiors concerning the
specific job & can use their previous effectiveness of their performance
selection experience to good effect
the acquisition of specific 3. Remuneration, rewards, and incentives
knowledge and skills that enable • monetary rewards:
Training
employees to perform their jobs o direct methods of improving
effectively employee performance & form
concerned with activities directed important element of human resource
Staff at future need of employee, which policies of all organisations
development may themselves be derived from o need to be in place before additional
future needs of organisation incentives can be used
o sales commissions, performance
• training and development:
bonus
o training is used to build teams,
• non-monetary rewards
change cultures, and communicate
o formal: subsidised housing & free or
with organisation’s values to new
subsidies access to sport facilities as
recruits
well as public recognition for work
o training incorporates new disciplines
achievements
& should account for growing role of
§ salesperson of the month
technology in service delivery
o informal: rewards that attempt to
o turning people into marketers need to
improve employee satisfaction &
be part of organisation’s corporate
convenience
plan & required training and
§ changing loyal employees’
development needs must be clearly
schedule so that they don’t
articulated
have to work over weekend
2
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller saaymanzante. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R50,00. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67474 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy summaries for 14 years now