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Chapter 10 - Developing and Maintaining A Service Culture PDF
Chapter 10 - Developing and Maintaining A Service Culture PDF
Chapter 10 - Developing and Maintaining A Service Culture PDF
maintaining a service
culture
Chapter 10
Topics Covered
o Internal marketing
o Establishment of a service culture
o The importance of empowerment
o Development of a marketing approach to
human resource management
o Dissemination of marketing information to
employees
o Implementation of a reward and
recognition system
Internal marketing
…marketing aimed internally at a company’s own employees
The purpose is
• to improve employee engagement within,
• increase overall brand reach, and
• also that employees can now provide value to
potential customers because they believe in and
understand the company’s goals and vision
themselves.
o Four-step process:
• Establish a service culture
• Develop a marketing approach to human resource
management
• Disseminate marketing information
• Implement reward and recognition system
o Marketing culture
• Unwritten policies and guidelines and behavioral norms
• Defines importance of marketing, manner of execution
• Internal marketing - an extension of a service culture
Other
Believe in the 9%
company/product Camaraderie, peer
4% motivation
20%
Positive
supervisor/senior
management
4%
Money and benefits
7%
Intrinsic desire to a good
job
Meeting client/customer 17%
needs
8%
Growing professionally
8%
Feeling encouraged and
Having a real impact recognized
10% 13%
https://www.psychologytoday.com/intl/blog/mind-the-manager/201412/what-motivates-employees-go-the-extra-mile
Implementation of reward
and recognition systems
o Organizations should
• Communicate performance objectives
• Provide relevant training
• Provide feedback
• Provide recognition (non-cash rewards)
• Tailor rewards to the interests of the employees