Module – 4 Employee role in

service designing
Presentation by
Dr. Basavaraj S.Kudachimath
 Discussion Points
1. Role of Employees in Services Delivary
2. Importance of service employee
3. Boundary spanning roles
4. Emotional labour
5. Source of conflict
6. Quality- productivity trade off.
7. Strategies for closing GAP 3.
8. Customer’s role in service delivery
9. Importance of customer & customer’s role in service delivery.
10.Delivery through intermediaries.
11.Key intermediaries for service delivery.
12.Intermediary control strategies.
• Role of Employees in Services Delivary
 Employee role in services marketing

• Critical Importance of Service Employees

• Boundary Spanning Roles

• Human Resource Strategies for Closing Gap 3

• Service Culture
 The Critical Importance of Service
Employees

• They are the service

• They are the organization in the customer’s
eyes

• They are the brand

• They are marketer

 The Services Marketing Triangle
COMPANY

Internal Marketing External Marketing

“Enabling the promise” “Making the promise”

EMPLOYEES Interactive Marketing

CUSTOMER
“Delivering the promise”
 Employee satisfaction, customer satisfaction,
and profit
Satisfied employees make for satisfied customers(and satisfied customers can, in
turn, reinforce, employees sense of satisfaction in their jobs.)

The effect of employee behaviors on service quality

dimension
Boundary Spanners Interact with Both
Internal and External Constituents
External Environment

Internal Environment
Boundary Spanners
Emotional Labor
 Quality Productivity Trade-off
The role of employee is to balance between
delivering the quality to the customers and
giving productivity to the employers.
Therefore the employees need skills and
knowledge in leveraging the job
 Employee Conflict
The employee who work on the frontline (Boundary spanning
workers) often face the conflicting situations
 Source of conflict

• Person versus role

• Organization versus client

• Client versus client

 Strategies for Delivering Service Quality through People and Closing GAP-3

• Hire the Right People

– Compete for the Best People
– Hire for Service Competencies and Service Inclination
– Be the Preferred Employer

• Develop People to Deliver Service Quality

– Train for Technical and Interactive Skills
– Empower Employees
– Promote Teamwork

• Provide Needed support systems

– Measure Internal Service Quality
– Provide Supportive Technology and Equipment
– Develop Service-Oriented Internal Processes

• Retain the best People

– Include Employees in the Company’s Vision
– Treat Employees as Customers
– Measure and Reward Strong Service Performers
Human Resource Strategies for Delivering
Service Quality through People

Hire for service

competencies and
service
Compete for inclination Be the
the best preferred
people employer

Measure and Train for

reward strong technical and
Hire the
service interactive
performers
right people
skills

Develop
Treat Customer-
Retain the people to
employees as Oriented Empower
best deliver
customers Service employees
people service
Delivery quality

Include Provide
employees in needed support Promote
the company’s teamwork
systems
vision

Develop Measure
service-oriented Provide internal service
internal supportive quality
processes technology and
equipment
Customers Role in Service Delivary
 Customers’ Roles in Service Delivery

• Importance of Customers in Service Delivery

• Customers’ Roles

• Strategies for Enhancing Customer

Participation
Importance of Customer in service delivery

Customer participation at some level is

inevitable in service delivery and co creation.
Services are action or performance, typically
produced and consumed simultaneously.
Levels of customer participation across different
service
 Customer Roles in Service Delivery
Productive Resource

Contributors to service quality & satisfaction

Competitors
Strategies for Enhancing Customer
Participation

Effective
Customer
Participation
 Delivering Service Through Intermediaries
and Electronic Channels

• Service Distribution

• Electronic Channels
 Service Provider Participants
• Direct Delivery of Service
– creates the service concept
(like a manufacturer)

• Delivery Through Intermediaries

– entity that interacts with the customer in the
execution of the service
(like a distributor/wholesaler)
 Services Intermediaries
• Franchisees
– service outlets licensed by a principal to deliver a unique service concept it has
created
• e.g. INOX, McDonald’s

• Agents and Brokers

– representatives who distribute and sell the services of one or more service
suppliers
• e.g., travel agents, independent insurance agents

• Electronic Channels
– all forms of service provision through electronic means
• e.g., ATMs
Strategies to control Service Intermediaries

Intermediaries be controlled to deliver expected delivery to

the customers. In order to protect quality in services delivery,
the intermediaries need to be controlled. Some of the
controlling strategies are .
1. Measurement of quality.
2. Reviews and renewals of contract.
3. Helping the intermediaries in implementing customer
oriented service delivery.
4. Provide needed support system to mentain quality.
5. Fixing goals.
6. Consultations and support activities.
Benefits and Challenges in Electronic Distribution of Services

Benefits:
 Consistent delivery for standardized services
 Low cost
 Customer convenience
 Wide distribution
 Quick customer feedback
Challenges:
 Price competition
 Inability to customize with highly standardized services
 Lack of consistency due to customer involvement
 Changes in consumer behavior
 Security concerns
 Competition from widening geographies