SERVICES MARKETING
MANAGING
THE
SERVICE ENCOUNTER
, “Managers do not control the quality of the
product when the product is a service . . . .
The quality of the service is in a precarious state –
it is in the hands of the service workers who
‘produce’ and deliver it.”
-Karl Albrecht
, The Service Culture
• The service culture focuses on serving
and satisfying the customer
• Empowers employees to solve
customer problems
, Establishment of a Service Culture
• If management expects employee attitudes to be
positive toward customers, management must have
a positive attitude toward the customer & employees.
• Too often, organizations hire trainers to come in for
a day to get their customer-contact employees excited
about providing high-quality customer service.
• The effect is usually short lived because the
organizations do little to support the customer-contact
employees
– managers tell receptionists to be helpful & friendly,
yet often the receptionists are understaffed
MANAGING
THE
SERVICE ENCOUNTER
, “Managers do not control the quality of the
product when the product is a service . . . .
The quality of the service is in a precarious state –
it is in the hands of the service workers who
‘produce’ and deliver it.”
-Karl Albrecht
, The Service Culture
• The service culture focuses on serving
and satisfying the customer
• Empowers employees to solve
customer problems
, Establishment of a Service Culture
• If management expects employee attitudes to be
positive toward customers, management must have
a positive attitude toward the customer & employees.
• Too often, organizations hire trainers to come in for
a day to get their customer-contact employees excited
about providing high-quality customer service.
• The effect is usually short lived because the
organizations do little to support the customer-contact
employees
– managers tell receptionists to be helpful & friendly,
yet often the receptionists are understaffed
