Bài giảng Vai trò của nhân viên trong dịch vụ - Nguyễn Thị Mai Trang

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Bài giảng Vai trò của nhân viên trong dịch vụ trình bày vai trò quan trọng của nhân viên dịch vụ trong việc tạo ra sự thỏa mãn khách hàng & chất lượng dịch vụ (the critical roles of service.employees in creating customer satisfaction and service quality) (why the servicescape affects employee and customer behavior). Vai trò của nhân viên phục vụ trực tiếp.

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Nội dung Text: Bài giảng Vai trò của nhân viên trong dịch vụ - Nguyễn Thị Mai Trang

Nguyen Thi Mai Trang 1
VAI TRÒ CỦA NHÂN VIÊN TRONG DỊCH VỤ NỘI DUNG I. Vai trò quan trọng của nhân viên dịch vụ trong việc tạo ra sự thỏa mãn khách hàng & chất lượng dịch vụ (the critical roles of service employees in creating customer satisfaction and service quality) II. Vai trò của nhân viên phục vụ trực tiếp (why the servicescape affects employee and customer behavior) Nguyen Thi Mai Trang 2
THE CRITICAL IMPORTANCE OF SERVICE EMPLOYEES  The services marketing mix:…..  Service employees are: a. ……. b. ………….in the customer’s eyes c. ………….. Nguyen Thi Mai Trang 3
THE CRITICAL IMPORTANCE OF SERVICE EMPLOYEES  Service employees are: Service (haircutting, child care, cleaning, counseling, legal services) The offering is the ………. (investing?) Contact employees represent ………………… & can directly influence ………………………..  they perform the role of ………………. Nguyen Thi Mai Trang 4
Employee satisfaction, customer satisfaction, & profits  Climate for service & a climate for …………………………. are highly correlated with overall ………………… perceptions of service quality. Schneider & Bowen (1993) Nguyen Thi Mai Trang 5
Reliability Responsiveness Assurance Empathy Tangibles Nguyen Thi Mai Trang 6
Reliability _ delivering the service as …………. Responsiveness _ personal ………………to help & their promptness in serving customers Assurance _ employees’ ability to communicate their credibility and to ………………….and confidence. Empathy _ employees will ………………, listen, adapt, and be flexible in delivering what ……………… customers need. Tangibles _ employee ……………………….., facility, décor, brochures, signage. Nguyen Thi Mai Trang 7
The front-line service employees are referred to as …………………………. because they operate at the organisation’s boundary. Nguyen Thi Mai Trang 8
F employees  doctors  Order takers l T a R  consultants  Truck drivers a  Delivery people t Nguyen Thi Mai Trang 9
 Emotional labor (công việc cần xúc cảm)  Sources of conflict (nguồn của sự mâu thuẫn)  Quality/Productivity trade-offs (cân bằng giữa chất lượng/năng suất) Nguyen Thi Mai Trang 10
Emotional labor (công việc cần xúc cảm) Emotional labor refers to the labor that goes …………….. the physical or ………………………needed to deliver quality service. Nguyen Thi Mai Trang 11
Sources of Conflict (nguồn xung đột) Person/Role Conflicts Organisation/Client Conflict Interclient Conflict Nguyen Thi Mai Trang 12
Sources of Conflict (nguồn mâu thuẫn) Person/Role Conflicts - Boundary spanners conflict between what they are asked to do and their ……………….. Ex: Employees are required to …………….or …………..some aspects of their appearance to conform to the …………………... Nguyen Thi Mai Trang 13
Sources of Conflict (nguồn mâu thuẫn) Organisation/Client Conflicts - Employees have to choose whether to follow the rules, standards, ………………..or to …………….. the demands. Nguyen Thi Mai Trang 14
Sources of Conflict (nguồn mâu thuẫn) Interclient Conflicts - when there are …………………….expectations and requirements from two or more customers. - when the service provider is serving + customers ……….. + many customers ……………………. Nguyen Thi Mai Trang 15
Quality/Productivity trade-offs trade- (cân bằng chất lượng/năng suất) - Front-line employees are expected to deliver …………….. service to customers and at the same time to be …………………..and productive in what they do. Nguyen Thi Mai Trang 16
Human resource strategies 1. Hire the ……… people 2. Develop people to deliver ……………. 3. Provide the needed ……………. systems 4. Retain the ……………… people. Nguyen Thi Mai Trang 17
Delivering Service Quality Through People Hire for serv ice competencies and serv ice Compete for inclination Be the the best preferred people employer Measure and Train for rew ard strong technical and Hire the serv ice interactiv e performers right pe ople skills Develop Treat Customer- Retain the pe ople to employees Oriented de liver Empow er be st as pe ople Service service employees customers Delivery quality Include Provide employees in ne ede d support Promote the syste ms teamw ork company’s v ision Dev elop Measure serv ice-oriented Prov ide internal serv ice internal supportiv e quality processes technology and Nguyen Thi Mai Trang equipment 18
Human resource strategies 1. Hire the right people Compete for the …………. people Hire for service ……………… & service …………… Be the preferred………….. employer Nguyen Thi Mai Trang 19
Human resource strategies 1. Hire the right people Compete for the best people • Identify the ……………. people & compete with other organisations to hire them. • Use a variety of methods to recruit employees:  recruiting as a …………… activity. Nguyen Thi Mai Trang 20