Service Sector Management Concepts expected any 5 from 7 concepts Following are some most important things (note

e the last module on leadership, vision, mission etc. is newly introduced and hence expect questions from this) 1) Service gap analysis can come in case study or in section B. If nothing is specified write 5 gap model (see notes page 61) If specifically 7 gap model is asked then you can draw same diagram and in write up add two more gaps Gap1 (Marketing Information Gap or knowledge) : Difference between consumer expectations and management perceptions of consumer expectations arising due to inadequate or inaccurate management understanding of customers service expectations Gap2 (Standard gaps) : Difference between management perceptions of consumer expectations and service quality specifications arising due to Managements failure to develop performance specifications reflecting customers expectations. Gap3 (Internal Communication Gap) : Difference between the service specifications planned and what is communicated to employees dlivering the service to customers Gap4 (Service Performance Gap or delivery) : Difference between service quality specifications and the service actually delivered. Gap5 (External Communication Gap) : Difference between service delivery and what is communicated about the service to consumers resulting in discrepancy between communications to customers describing the service and the service actually delivered. Gap 6 : (Interpretation gap) : Difference between what the management promises about the service and what the customer understands about the promise. Gap7: (Service gap) : Difference between the perceived service and expected service. This gap depends on the size and direction of the first four gaps associated with the delivery of service quality. 2) Service productivity See notes page 38 to 41 3) Service trinity Companies that are viewed as leaders in a particular industry set the standards for service quality. They are recognized for initiating important

http://www.facebook.com/find-friends/browser/ innovations and define the terms on which other companies seek to compete. To achieve this leadership the company should focus to establish three clear imperatives 1) Marketing imperative The firm will target specific type of customers whom it is well equipped to serve, and create on going relationship with them by delivering a carefully defined product package. 2) Operations imperative To create and deliver specified product package, the firm will select suitable operational techniques that will allow it to consistently meet the customer demands. 3) Human resource imperative To achieve the above the firm will recruit, train and motivate the right personnel at all levels. To achieve these, the firm should have the right HR policies, work systems, reward systems and the right communication systems. This also needs the right leader to lead the firm. To have the best customer satisfaction the three major functions should work together to achieve proper coordination and synergy The Marketing Imperative The HR Imperative Create ongoing relationships with specific types of customers by delivering a carefully defined service package of consistent quality that meets their needs and is perceived as offering superior value to competitive alternatives Recruit, train, motivate and retain managers and other employees who can work well together for a realistic compensation package to balance the twin goals of customer satisfaction and operational effectiveness

CUSTOMERS

The Operations Imperative Create and deliver the specified service package to targeted customers by selecting operational techniques executed by appropriately skilled employees or contractors supported by necessary facilities, equipment and technology that consistently meet schedule, cost, quality and productivity goals.

4) TRAP Model : This model suggest importance of doing the job right and proper handling of complaints. CUSTOMER PURCHASE

Doing the job right the first time reduces the number of problems

ENCOUNTERS PROBLEM

NO PROBLEM

Doing the job right the first time increases the number of customers satisfied

Effective complaint handling increases the number of customers willing to complain

DOES NOT COMPLAIN

COMPLAINTS

complaint REPURCHASES NEGATIVE > Provide information and technical advice in their capacity as members of handling WORD OF the sales support staff increases the MOUTH > Take orders and reservations number ofphone and pass them along to over the those responsible for order fulfillment customers ENGAGES IN > Communicate with customerssatisfied with following receipt REPURCHASES provide POSITIVE of orders to assistance information onREDUCED availability, advice on delivery dates, order status etc. REDUCES WORD OF SALES TO SALES arrival toreceived MOUTH > Greet customers on TO the service facility and attend to their EXISTING NEW needs CUSTOMERS CUSTOMERS CONTINUED SALES TO EXISTING CUSTOMERS SALES TO NEW CUSTOMERS

5) Customer Service Umbrella DISSATISFIED SATISFIED satisfaction, in addition to proper In a service situation, to get best customer service delivery, other functions are also important. In terms of job SATISFIED assignments these customer service may involve people who : Effective DOES NOT ENGAGES IN

> > >

Take responsibility of customers belongings like car, bags, coats etc. Maintain contact with customers while supervising completion of apecial or customized orders. Handle installation and repairs

Motives and traits Motives ? drive, leadership, motivation Traits ? Honesty/ integrity, self-confidence

Knowledge, skills, ability Knowledge ? technical expertise, knowledge of organization and industry Skills ? people skills, management skills Ability ? cognitive ability/intelligence

6) ESSENCE OF LEADERSHIP MODEL VISION Vision statement Formulation the vision Promoting commitment Developing a strategic vision

Implementation of the Vision Structuring Selecting, accounting, training, motivating Managing information Team building Promoting change, innovation, risk taking

7) Service Management See notes page 106 8) Branding of services See notes page 43 9) Vision Vs. Mission See notes page 106 10) Six Dimensions of service leadership - see notes page 108

VISION

APPRECIATION

DIRECTION

DEVELOPMENT

PERSUASION

SUPPORT

Expand the points based on your knowledge of HR Vision to have a vision of where to take the service Direction to have a clear direction based on vision and also direct employees accordingly

Persuasion - persuade people to achieve targets Support give support to people to achieve targets Development train and develop people to accept challenge Appreciation reward good work

11) Leadership skills PASSION FOR CUSTOMER

Customer service orientation

Empowerment skills Interpersonal skills Change leadership Integrity

Initiative and sense of urgency

Team skills Two way communicatio n skills Valuing diversity

Developing associates and valuing their ideas

Business knowledge and literacy Problem solving

words

Expand the points in your own

12) Fish bone diagram See notes 64 Note In Logistics do RTF tag, containerization, ICD all are there in notes