THE IMPACT OF HUMAN RESOURCE ON SERVICE DELIVERY Presented by: Leah Ng ang a, MBA.
Workforce role in service delivery The focus is on the employees because they are the service, they are the organisation s eyes, they are the marketers, they personify the firm in the customer s eyes. The investment in the employee to improve the service parallels making a direct investment in the improvement of the products/services offered. When the staff is happy most likely the guest will be happy. High quality service contributes to increased profitability and competitiveness. In addition, successful service quality enhances business growth and prosperity.
Gaps that may cause customers to experience poor service quality Gap 1: Between consumer expectation and management perception - Occurs when management does not correctly perceive what the customer wants. Key factors leading to this gap are: 1. Insufficient market research, research not based on demand quality 2. Poorly interpreted information about the audience s expectations. 3. Too many layers between the frontline personnel and top level management
Gap 2: Between management perception and service quality specification. - Management may correctly perceive what the customer wants but they may not set an appropriate performance standard (SOPs) 1. Insufficient planning approaches 2. Lack of management commitment 3. Unclear and ambiguous service design
Gap 3: Between service quality specification and service delivery. - This gap may arise through service personnel being poorly trained, incapable or un willing to meet the set service standard. The major reasons for this gap are:- 1. Deficiencies in human resource policiesineffective recruitment, role conflict and role ambiguity. 2. Failure to match demand and supply 3. Ineffective internal marketing.
Gap 4: Between service delivery and external communication Statements made by the hotel relating to their service, what they have advertised e.g clean rooms, well maintained etc. The discrepancy between actual service and the promised one may occur due to:- 1) Over promising in external communication, 2) failure to manage customer expectations, 3) failure to perform as per expectations
Gap 5: Between expected service and experience service.
Elements of service quality Competence-possession of the required skills and knowledge to perform the service Courtesy- politeness, respect and friendliness. Credibility trustworthiness, belief and honesty. Security-feel free from danger, risk, or doubt including physical safety, financial security and confidentiality. Access-is approachability and ease of contact for example, convenient office hours.
Communication-informing both customers in a language they are able to understand and also listening to customers. Knowing the customer-making an effort to understand the customer s individual needs, providing individualised attention, recognising the customers. Tangibles- are the physical evidence of service, for instance, the appearance of personnel, cutlery, furniture, ambience, décor, state of repair and maintenance and communication materials, variety of food and beverages.
Reliability-is the ability to perform the promised service in a dependable and accurate manner. Promise to give provide service and does so, perform service right the first time, Responsiveness- The willingness to help customers and to provide prompt service, give prompt service, be always willing to help, never be to busy for guest requests. Empathy- The provision of caring, individualised attention to customers, understand guest specific needs.
Assurance- Instill confidence in guests, Guest feel safe and secure in the service and stay, polite courteous employees, have knowledge to answer questions. Work ethic-customers appreciate a rep who will see their problem through to its resolution. At the same time, you must have good time management skills and not spend too much time handling one customer while others are waiting. Stay focused on your goals to achieve the right balance, attitude of staff.
Knowledge-Ultimately your customers rely on you for their knowledge of your product. Stay informed enough to respond to most inquiries and know where to turn if the questions become too detailed or technical for you to answer.
Managing service delivery gaps Training in house and external training on service quality for each department, Adopting standard operating procedures for each department-is a set of written instructions that document a routine or repetitive activity followed by an organization Encouraging team management Practicing Quality management system
THE END! Thank you