Page 187 - DMGT510_SERVICES_MARKETING

Services Marketing Gopika Juneja, Lovely Professional University

Notes Unit 10: Role of Employees and Customers in

Service Delivery

CONTENTS
Objectives
Introduction

10.1 Role of Employees/Internal Customers
10.1.1 Boundary Spanning Roles

10.1.2 Different Roles Played by Internal Customers
10.2 Understanding and Managing Customers

10.2.1 Higher Customer Participation
10.2.2 Dealing with Difficult Customers

10.3 Summary
10.4 Keywords

10.5 Review Questions
10.6 Further Readings

Objectives

After studying this unit, you will be able to:
Realise the importance of service providers

Describe the boundary spanning roles of service organisation employees

Identify the different roles that internal customers play in a service firm

Explain the role of customers in service delivery

Know how difficult customers are dealt with

Introduction

The intangibility and inseparability factors of services make the people involved in services
(part of extended marketing mix) the most critical and important. More and more service firms
are discovering that this is the enabler for decisive competitive advantages and differentiation.
Both, internal customers or the employees and the external customers play a vital role in service
delivery.
People define a service. If you have an IT company, your software engineers represent you. If
you have a restaurant, your chef and service staff represents you. If you are into banking,
employees in your branch and their behaviour towards customers represent you. In case of
service marketing, people can make or break an organisation. Thus, many companies nowadays

182 LOVELY PROFESSIONAL UNIVERSITY