bài giảng vai trò của nhân viên trong dịch vụ - nguyễn thị mai trang

Nguyen Thi Mai Trang

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VAI TRỊ CỦA NHÂN VIÊN
TRONG DỊCH VỤ
NỘI DUNG
I.

Vai trị 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)

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THE CRITICAL IMPORTANCE OF
SERVICE EMPLOYEES
 The services marketing mix:…..
 Service employees are:
a. …….
b. ………….in the customer’s eyes
c. …………..

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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 ……………….

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Employee satisfaction, customer
satisfaction, & profits
 Climate for service & a climate for
…………………………. are highly
correlated with overall …………………
perceptions of service quality.
Schneider & Bowen (1993)

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Reliability
Responsiveness
Assurance
Empathy
Tangibles

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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.

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The front-line service employees are
referred to as ………………………….
because they operate at the organisation’s
boundary.

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F
employees
 Order takers
T
R
 Truck drivers
 Delivery people

 doctors
l
a
 consultants
a
t

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 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)

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Emotional labor
(công việc cần xúc cảm)

Emotional labor refers to the labor
that goes …………….. the physical or
………………………needed to deliver
quality service.

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Sources of Conflict
(nguồn xung đột)

Person/Role Conflicts
Organisation/Client Conflict
Interclient Conflict

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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 …………………...

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Sources of Conflict
(nguồn mâu thuẫn)

Organisation/Client Conflicts
- Employees have to choose whether to
follow the rules, standards, ………………..or
to …………….. the demands.

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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 …………………….
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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.

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Human resource strategies
1.
2.
3.
4.

Hire the ……… people
Develop people to deliver …………….
Provide the needed ……………. systems
Retain the ……………… people.

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Delivering Service Quality Through People
Hire for serv ice
competencies and
serv ice
inclination

Compete for
the best
people
Measure and
rew ard strong
serv ice

performers

Treat
employees
as
customers

Train for
technical and
interactiv e
skills

Hire the
right pe ople

CustomerOriented
Service
Delivery

Retain the
be st
pe ople

Include
employees in
the
company’s
v ision

Be the

preferred
employer

Provide
ne ede d support
syste ms

Develop
pe ople to
de liver
service
quality

Empow er
employees

Promote
teamw ork

Dev elop
serv ice-oriented
internal
processes

Measure
Prov ide
internal serv ice
supportiv e
quality
technology

and
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equipment

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Human resource strategies
1. Hire the right people
Compete for the …………. people
Hire for service ……………… & service
……………
Be the preferred………….. employer

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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.

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Human resource strategies
1. Hire the right people
Hire for service competencies & service inclination
•
Service competencies are the ………… & knowledge
necessary to do the job.
•
Service inclination is reflected in their …………..
toward service and orientation serving ……………..
and others on the job.

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Human resource strategies
1. Hire the right people
Be the preferred employer
•
•
•

…………….. training
Career and advancement opportunities

Excellent in internal support & attractive
incentives

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Human resource strategies
2. Develop people to deliver service
quality
Train for technical & interactive skills
Empower employees
Promote teamwork

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Human resource strategies
2. Develop people to deliver service quality
Train for technical & interactive skills
Operational rules, accounting systems, underwriting
procedures that are taught ………………………….
Courteous, ………………., responsive, and ……………… service



Should start service training for ………………….ement & then work

through the organization to supervisors, & contact employees
Give everyone a ……………….. vision & perspective on service

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Human resource strategies
2.

Develop people to deliver service quality
Empower employees
An empowerment approach (………………..,
quick decisions, & authority)
-

vs. a production line approach (……………….., &
…………… decision-making latitude or authority
given to front-line employees)

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