Transcript The Service Encounter - Florida Gulf Coast University

Chapter 9
The Service Encounter
Learning Objectives
• Use the service encounter triad to describe a service
firm’s delivery process.
• Describe features of an organization’s culture.
• Discuss how information technology is an enabler of
employee empowerment.
• Prepare abstract questions and write situational
vignettes.
• Discuss the role of customer as coproducer.
• Discuss the concept of a service profit chain.
The Service Encounter Triad
Service
Organization
Efficiency
versus
autonomy
Efficiency
versus
satisfaction
Contact
Personnel
Customer
Perceived
control
Definitions of Culture
• Schwartz and Davis (1981) - Culture is a
pattern of beliefs and expectations shared by the
organization’s members.
• Mintzberg (1989) - Culture is the traditions and
beliefs of an organization that distinguish it from
others.
• Hoy and Miskel (1991) - Culture is shared
orientations that hold the unit together and give a
distinctive identity.
The Service Organization
• Culture
ServiceMaster (Service to the Master)
Disney (Choice of language)
• Empowerment
Invest in people
Use IT to enable personnel
Recruitment and training critical
Pay for performance
Contact Personnel
• Selection
1. Abstract Questioning
2. Situational Vignette
3. Role Playing
• Training
Unrealistic customer expectations
Unexpected service failure
Difficult Interactions with Customers
Unrealistic customer expectations Unexpected service failure
1. Unreasonable demands
1. Unavailable service
2. Demands against policies
2. Slow performance
3. Unacceptable treatment of
3. Unacceptable service
employees
4. Drunkenness
5. Breaking of societal norms
6. Special-needs customers
Use scripts to train for proper response
The Customer
• Expectations and Attitudes
Economizing customer
Ethical customer
Personalizing customer
Convenience customer
• Customer as Co-Producer
Employee Perceptions of Customer
Service at a Branch Bank
Outstanding
6
Custom er
5
4
3
2
Terrible
1
1
Terrible
2
3
4
Employee
5
6
Outstanding
Service Profit Chain
• Internal quality drives employee satisfaction
• Employee satisfaction drives retention and productivity
• Employee retention and productivity drives service
value.
• Service value drives customer satisfaction.
• Customer satisfaction drives customer loyalty.
• Customer loyalty drives profitability and growth.
AMY’S ICE CREAM
Abstract Questions
• What was your most rewarding past experience
and why?
• What are you looking for in your next job?
• What have you done in the past to irritate a
customer?
• What flavor of ice cream best describes your
personality?
AMY’S ICE CREAM
Situational Vignette
A particular customer has the irritating habit of
always showing up about two minutes before
closing and staying late. Often this occurs on the
night when weekly store meeting are held after
closing time. This delays starting the meeting
and furthermore employees are on the clock
waiting for the customer to leave. What would
you do?
AMY’S ICE CREAM
Situational Vignette
As a new employee at a busy store, you have
been routinely performing clean-up tasks
(garbage removal and restroom cleaning).
Company policy dictates that these are tasks to
be shared. It has become clear that two
employees consistently avoid these jobs in favor
of more pleasant duties. How would you handle
this situation?