Palvelujen markkinointiLuento 3: Palveluiden markkinointiviestintä, service recovery, henkilöstön rooliVieraileva professori Pekka Mattila

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Marketingcommunications

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• Management of service promises

• Management of customer expectations

• Customer education

• Internal marketing communications

Integrated marketing communications

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Employees in ServiceDelivery

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• Service culture

• Emotional labor

• Search and selection – and retainment

• Coach and train

• Measure

• Track and reward

• Provide support systems

Employees in delivery

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Service triangle

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An example from B2B

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ServiceRecovery

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• Service performance falls below a customer’s expectation in such a way that leads to customer dissatisfaction

• Repurchase intentions

• Exit vs. voice (Hirschman 1970)

Service failure

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Service failure and recovery

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Service failure

Dissatisfaction

No complaint action

Exit/switch Stay

Complaint action

Complain to provider Negative WOM Third-party

action Stay Exit/switch

• Actions taken by an organization in response to a service failure

• Recovery strategies

• Completely satisfied: immediately (51%) vs. within 24 hours (55%)

• Learning from feedback

• Learning from lost customers

Service recovery

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• Passives

• Voicers

• Irates

• Activists

Types of complainers

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2. Ravintola Lehtovaara - Menut

2. marraskuu 2010 ... Ravintola Lehtovaara, Helsinki, Gourmet-ravintolat ...

3. Ravintola Lehtovaara vaatii 80 000 euron korvauksia ...

27. kesäkuu 2005 ... 27.6.2005 klo 12:31 - Helsinkiläisen Lehtovaaran omistaja vaatii Effi ry:n perustajajäseneltä Herkko Hietaselta noin 80 000 euron korvauksia ...www.digitoday.fi/viihde/2005/.../ravintola-lehtovaara.../66 - Välimuistissa

5. Ravintola Lehtovaara - DVD Plaza Forums

20 viestiä - 16 tekijät - Viimeisin viesti: 30. kesäkuu 2005

Ravintola Lehtovaara, Helsinki Oliskohan LEhtovaaran kannattanut pahoitellla ja tarjoata vaikkapa hyvityksesi jotain. ...www.dvdplaza.fi › ... › Muuta › Ruoka & Juoma - Välimuistissa - Samankaltaisia

7. Visa Kopu » Ravintola Lehtovaara vaatii reklamaation lähettäjältä ...

26. kesäkuu 2005 ... They are demanding me to take down my letter that is criticizing Ravintola Lehtovaara. I guess the fact that my letter is second in a Google ...www.visakopu.net/.../ravintola-lehtovaara-vaatii-reklamaation-lahettajalta- korvauksia/ - Välimuistissa - Samankaltaisia

Case Lehtovaara

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• Outcome fairness

• Procedural fairness

• Interactional fairness

Perceptions of fairness

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• 1-5% complain to management or company headquarters

• 45% complain to a frontline employee

• 50% encounter the problem but do not complain

Service recovery

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• The service recovery paradox states that with a highly effective service recovery, a service or product failure offers a chance to achieve higher satisfaction ratings from customers than if the failure had never happened

Service recovery paradox

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Service recovery paradox (Wikipedia 1/2011)

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• First-time right

• Service guarantees

Service recovery

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MultipleMasters

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• No tangible product involved – the employee delivering seen as a tangible facet

• Fewer quality control mechanisms compared to manufacturing

• Demands both from customers and management

• Service climate created when human resource practices are consistent in emphasizing service quality initiatives

Multiple masters (Chung & Schneider 2002)

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• Role conflict

• Discrepancies between perceived demands from customers and perceptions of what management rewards

• Customers have great deal of immediate influence over employees while management influence is legitimate but remote (Rafaeli 1989)

Multiple masters (Chung & Schneider 2002)

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• Role conflict

1. Physical proximity

2. Amount of time together

3. Amount of feedback from customers

4. Amount of information from customers

5. Awareness of the crucial role of the customers

– Employees more enthusiastic gratifying customer needs than management (Parkington & Schneider 1979)

Multiple masters (Chung & Schneider 2002)

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• Effects of role conflict

• Lower job satisfaction

• Attrition

• Absenteeism

Multiple masters (Chung & Schneider 2002)

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• Implications

• Identify behaviors employees believe customers want them to perform

• Set up ways to reward employees for engaging in those behaviors

• Research suggests that what employees say about customers is valid (Schneider & Alii 2000)

Multiple masters (Chung & Schneider 2002)

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Jatkuu…

Luento 3: Palveluiden markkinointiviestintä, service recovery, henkilöstön rooliVieraileva professori Pekka Mattila

17.1.2011