Service Marketing - Chapter 11

Question 1

What is the definition of Service Culture for Christian Gronroos in 1990 ?

Answer 1

A culture where an appreciation for good service exists, and where giving good service to internal as well as ultimate, external customers, is considered a natural way of life and one of the most important norms by everyone in the organization.

Question 2

What are the critical importance of service employees ?

Answer 2

They are the service
They are the organization in customer’s eyes
They are the brand (Ex: When there are business cars, driving bad, bad image of the service of the business).

Question 3

Has this critical importance increased or decreased ?

Answer 3

Increased because of the increase of complexity

But the competition decrease because they are more companies who are selling the same service.

Question 4

What is the service profit chain ?

Answer 4

Internal service quality
Employee satisfaction
Employee retention & Employee productivity
External service value
Customer satisfaction
Customer loyalty
Revenue growth & Profitability

Question 5

Who are the service employees ?

Answer 5

The service employees are the boundary spanners.

Question 6

What are these jobs like ?

Answer 6

These jobs are like :

• Emotional labor
• Many sources of potential conflict
• Quality/productivity tradeoffs.

Question 7

What are the 5 strategies for managing emotional labor ?

Answer 7

5 strategies for managing emotional labor :

1) Teach emotional management skills and appropriate behaviors
2) Allow employees to air their views
3) Put management in the front line
4) Give employees a break
5) Hand over demanding customers to managers

Question 8

What are the 4 strategies for delivering service quality through people ?

Answer 8

4 strategies for delivering service quality through people :

1) Retain the best people
2) Hire the right people
3) Develop people to deliver service quality
4) Provide needed support systems

Question 9

What are the 3 ways to retain the best people ?

Answer 9

3 ways to retain the best people :

1) Meisure and reward strong service performers
2) Treat employees as customers
3) Include employees in the company’s vision

Question 10

What are the 3 ways to hire the right people

Answer 10

3 ways to hire the right people :

1) Compete for the best people
2) Hire for service competences and service inclination
3) Be the preferred employer

Question 11

What are the 3 ways to Develop people to deliver service quality

Answer 11

3 ways to develop people to deliver service quality :

1) Train for technical and interactive skills
2) Empower employees
3) Promote teamwork

Question 12

What are the 3 ways to Provide needed support systems

Answer 12

3 ways to provide needed support systems:

1) Measure internal service quality
2) Provide supportive technology and equipment
3) Develop service-oriented internal processes

Question 13

What are the boundary-spanning workers juggle many issues ?

Answer 13

1) Person v.s role
2) Organization vs client
3) Client vs Client