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Bùi Anh Huy Note Chapter 11
Bùi Anh Huy Note Chapter 11
Bùi Anh Huy Note Chapter 11
NOT S
Topic: Chap 11 Employees’ roles in service
delivery
Student Name
Bui Anh Huy
Main Ideas / Key Words Notes
Service Culture Corporate culture: The pattern of shared values and
beliefs that give the members of an organization
meaning, and provide them with the rules for behavior
in the organization.
A culture where an appreciation for good service exists,
and where giving good service to internal as well as
ultimate, external customers is considered a natural
way of life and one of the most important norms by
everyone.
- The key focus is on customer-contact service employees
because:
The critical roles of Service employee They are the service.
Ex: In services like haircutting, personal trainers, child care,
limousine services, counseling, and legal services, the contact
employee provides the entire service singlehandedly. => Invest
in the employees means directly invest in the service
improvement.
They are the organization in the customer’s eyes.
Ex: Employees of a health clinic—from the professionals who
provide the service to the receptionists and office staff—
represent the firm to the client, and everything these
individuals do or say can influence perceptions of the
organization.
They are the brand.
Ex: The primary image that a customer has of the firm is
formed by the interactions the customer has with the
employees of that firm. A customer sees Edward Jones as a
How physical evidence affect customer good provider of financial services if the employees she
experience interacts with are knowledgeable, understanding, and
concerned about her financial situation and goals.
They are marketers.
Ex: Bank tellers are often called on to cross-sell bank products,
a departure from the traditional teller role of focusing on
operational functions only.
Boundary-spanning roles
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