Professional Documents
Culture Documents
Chapter 11:
Managing People for
Service Advantage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 1
Overview of Chapter 11
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1. Service Employees Are
Crucially Important
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Service Personnel: Source of Customer Loyalty &
Competitive Advantage
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Boundary Spanning Roles 邊緣人
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Role Stress in Frontline Employees
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 8
Emotional Labor
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3. Cycles of Failure, Mediocrity
(平庸), and Success
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 10
1. Cycle of Failure
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 11
Cycle of Failure
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Cycle of Failure
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Cycle of Failure
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Service Sabotage
Routine
Customer-Private Service Sabotage Customer-Public Service Sabotage
Intermittent
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2. Cycle Of Mediocrity
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Cycle Of Mediocrity
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Cycle of Success
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 19
Cycle of Success
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4. Human Resources
Management –
How to Get it Right?
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 21
The Service Talent Cycle
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 22
Hire the Right People
The old saying ‘People are your most important asset’ is wrong.
The RIGHT people are your most important asset.
Jim Collins
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 23
Be the Preferred Employer
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 24
Tools to Identify Best Candidates
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Tools to Identify Best Candidates
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Train Service Employees
Product/service knowledge
Staff’s product knowledge is a key aspect of service quality
Coaching
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Is Empowerment Always Appropriate?
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Control vs. Involvement model
Control model
"product line” approach
Top-down control
Hierarchical pyramid structure
Job description
Management know best
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Build High-Performance Service Delivery Teams
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Motivate and Energize the Frontline
Job content
Variety, identifiable, significant, autonomy, feedback
Goal accomplishment
Specific, difficult but attainable, and accepted goals are strong
motivators
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Role of Labor Unions
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5. Service Leadership
and Culture
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Service Leadership and Culture
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 11 – Page 34
The Inverted Organizational Pyramid
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Internal Marketing
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Summary
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Summary