MBA: Third Trimester, 2020

305MM: COSM
Unit IV
Employees’ Role in Service Delivery

Dr. Aditya Tripathi

Assistant Professor, SOM

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 Key Factors Leading to Provider Gap 3

Customer-Driven Service Designs

and Standards

Gap  Deficiencies in human resource policies

Ineffective recruitment

3 Role ambiguity and role conflict

Poor employee-technology job fit
Inappropriate evaluation and compensation systems
Lack of empowerment, perceived control, and teamwork
 Customers who do not fulfill roles
Customers who lack knowledge of their roles and responsibilities
Customers who negatively impact each other
 Problems with service intermediaries
Channel conflict over objectives and performance
Difficulty controlling quality and consistency
Tension between empowerment and control
 Failure to match supply and demand
Failure to smooth peaks and valleys of demand
Inappropriate customer mix
Overreliance on price to smooth demand

Service Delivery
 Learning Outcomes

• We will be able to understand the importance of service Culture.

• We will be able to understand the boundary spanning roles and their
importance.
• We will be able to understand the strategies for delivering Service
Quality through people.
 SERVICE CULTURE

• Service culture is invisible supervisor

• A strong service culture starts with leaders in the organization who
demonstrate a passion for service excellence.
• It will not develop overnight.
• Transporting a Service Culture through international business
expansion is very challenging.
 Boundary Spanning Roles

• The frontline service employees are referred as Boundary Spanners

because they operate at the organization's boundary.
– They face high emotional labor.
– They face personal/role conflict.
– They face organization/client conflict.
– They face inter client conflict.
– They face Quality/Productivity Trade-Offs.
Strategies for Delivering Service Quality Through
People
• Hire the right people
– Compete for the best people
– Screen for service competencies and inclination
– Be the preferred employer.
• Develop people to deliver service quality
– Train for technical and interactive skills
– Empower employees
– Promote teamwork
Strategies for Delivering Service Quality Through
People
• Provide needed support system
– Measure internal service quality.
– Provide supportive technology and equipment.
– Develop service oriented internal culture.
• Retain best people
– Include employees in company’s vision
– Treat employees as customers
– Measure and reward strong service performers
Learning Outcomes and SELO
Learning Outcomes
1. You will understand the meaning and role and issues of employee in
service delivery

Student Effective Learning Outcomes (SELO)

8. Ability to understand subject related concepts clearly along with

contemporary issues.
9. Application of concepts of topic & it’s technological
application.

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