Internal Services Marketing Flashcards
Three Role Stress in Frontline Employees
- Person vs. Role: Conflicts between what jobs require and employee’s own personality and beliefs
- > Organizations must instill “professionalism” in frontline staff - Organization vs. Client: Dilemma whether to follow company rules or to satisfy customer demands
- > This conflict is especially happens in organizations that are not customer oriented - Client vs. Client: Conflicts between customers that demand service staff intervention
How to Successful HR in Service Firms?
For service Excellence and Productivity you need to:
- Hire the Right People: Be the preferred employer & compete for talent market share, Intensify the selection process
- Enable Your People: Empower frontline, Build high performance service delivery teams Extensive training
- Motivate and Energize Your People: Utilize the full range of rewards
How to train service employees? (3)
- Organizational culture, purpose, and strategy
- >Promote core values, get emotional commitment to strategy
- > Get managers to teach “why,” “what,” and “how” of job - Interpersonal and technical skills
- > Both are necessary but neither alone is sufficient for optimal job performance - Product/service knowledge
- > Staff’s product knowledge is a key aspect of service quality
- > Staff must explain product features and position products correctly
Name the four characteristics of empowerment?
Benefits
-> quicker response to customer needs, employees interact with customers with warmth and enthusiasm,great word of mouth advertising and customer retention.
Costs
-> giveaways and bad decisions, higher labor costs
Conditions
-> Managers are comfortable letting employees work independently for benefit of firm and customers, employees are good at group processes.
Levels
a. Suggestion Involvement (e.g empowered to recommend)
b. Job Involvement (e.g. use more skills, more freedom, and get more feedback, extensive use of teams)
c. High Involvement (e.g. train people to manage themselves, develop skills in teamwork, problem solving, and business operations)
Definition of Internal Marketing
There are two definitions:
● Business Dictionary: Management philosophy of promoting the firm and its policies to employees as if they are the (internal) customers of the firm.
● Mitchell (2002): Selling the Brand Inside
Relevance of Internal Marketing communication
● Helps employees to connect emotionally with the brand and to the products or services they sell
● Employees understand what you have promised to your target group
● Supports employees to deliver the advertised promise to customers
● Employees who believe in the brand work harder and are more loyal to the firm
Definition –Physical Environment (servicescape)
● The environment, also called servicescape, in which the service is delivered and where the firm and the customer interact, and any tangible commodities that facilitate performance or communication of the service.
● Helps firm to create a distinctive image and unique positioning
● Service environment affects buyer behavior
-> Each servicescape clearly communicates and reinforces the firm’s positioning and sets service expectations
Explain the elements of Physical Evidence and give examples
- Servicescape:
Facility Exterior: Exterior Design, Signage, Parking, Landscape, Surrounding environment
Facility Interior: Interior Design, Equipment, Signage, Air quality/temperature, Sound/music/scent/lighting - Other tangibles: Business cards, Billing statements, Uniforms, Brochures, Web pages, Virtual servicescape.
Examples:
Hospital - servicescape: Building exterior, parking, signs, waiting areas, admissions office, care room, medical equipt.
Hospital - other tangibles: Uniforms, Reports, Billing statements, website.
Airline - servicescape: gate area, exterior, interior i.e. decor, seats, air quality, check-in kiosks
Airline - other tangibles: tickets, food, uniforms, website
What are the (4) Physical Environment Roles?
- Package: conveys expectations, influences perceptions
- Facilitator: facilitates the flow of the service delivery process (e.g provides info, facilitates ordering process, facilitates delivery)
- Socializer: facilitates interaction between• customers and employees and • customers and fellow customers
- Differentiator: sets provider apart from competition in the mind of the consumer
Explain the S-O-R Theory:
The theory refers to how servicescape affects behavior by:
(S)timulus: the various elements of the firm’s physical evidence.
(O)rganism: employees and customers in the service encounter.
(R)esponse: consumers’ behavior directed at the environment.
-> The Emotional states are Pleasure, Arousal, Dominance by a set of Stimuli, an Organism component, and a set of Responses or outcomes
Mention the (3) employees responses to the Servicescape
- Cognition: environment can affect beliefs about a place, the people and the products found in that place.
- Emotion: color, décor, music, scent can affect emotional level (mood) instead of an intellectual level
- Physiology: volume, temperature, air quality, lighting can cause physical discomfort and even pain
Illustrate Bitner’s Servicescape Model
PHYSICAL ENVIRONMENT DIMENSIONS Ambient conditions - temperature - air quality - music - odor - etc
space/function
- layout
- equipment
- furnishing
- etc
Signs, symbols & artifacts
- Signage
- personal artifacts
- style of decor
- etc
HOLISTIC ENVIRONMENT -INTERNAL RESPONSES
- —> Perceived servicescape—> employee servicescape
- —> customer servicescape
internal response Cognitive - Beliefs - categorization - symbolic meaning
Emotional
- mood
- attitude
Physiological
- pain
- comfort
- movement
- physical fit
BEHAVIOR Individual behaviors (employee) -AFFILIATION - exploration - stay longer - commitment -carryout plan
Social Interaction
Between and Among customer and employee
Individual behavior (customer)
- ATTRACTION
- stay/ exploration
- spend money
- RETURN
- carryoutplan
