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Introduction
Nowadays, service quality has been take into consideration when managers make marketing strategies.The product with high service quality will present a good impreion to target consumers, hence, many companies make much account of service quality.To make sure the service quality is attractive and efficacious, employees who provide services to consumers should select carefully and some other systems to support the service quality should be founded.Furthermore, the strategies for enhancing customer participation should make carefully.To deliver service quality through people, there are four human resource strategies for the managers to choose: hire the right people;develop people to deliver service quality;provide the needed support systems and retain the best people.In the following eay, we will discu these strategies and the items that belong to them.Body
Hire the right people
To effectively deliver service quality, the service personnel should selcet carefully for the reason that employees contact with consumers directly.Technical training, certifications and expertise are the three important items of recruting criteria in the profeional services.Nowadays, many companies choose another three methods to selcet the right people: compete for the best people;hire for service competencies and service inclination;be the preferred employer.First of all, compete for the best people means many companies compete to get a outstanding employee.Many firms pay a plenty of money for the head-hunting companies to seek the profeional employees.The employee is also a kind of market, firms should act as consumers in this market to choose the suitable personnel with their profeional knowledge.For instance, Kai-Fu Lee is a senior executive in Microsoft and also can be called as a excellent managers, however, in 2005 Kai-Fu Lee skip from Microsoft to Google.To hire Kai-Fu Lee, Google even provide Kai-Fu Lee high salary and some stocking of Google.This a obvious case for the competition between companies for excellent personnel.Herb Kelleher, the cofounder of Southwest illustrates that “the people Department came to me one day and said‘we’ve interviewed 34 people for this ramp agent’s position, and we’re getting a little worried about the time and effort and cost that is going into it.’ And I said if you have to interview 154 people to get the right person, do it.”
(363, 41)Excellent personnels are very impotant for the development of a firm, hence the competition between companies for a well employee is becoming intense.Secondly, service competencies and service inclination are two basic characters that a service employee should have in the marketing proce.The meaning of service competencies is the ability and knowedge a personnel should have in the service position.When a worker is hired by a company, he should have the ability to support his job.In many firms, the method to identify the ability of a new personnel is according to the degrees and certificates that he has, like the lawyers, the accountant and the customs declarant.The meaning of service inclination is the attitude and interest of a service personnel in the service proce to consumers.Employees with higher service inclination will provide higher service quality for consumers.Research has showen that service effectivene is correlated with service-oriented personality characteristics such as helpfulne, thoughtfulne, and sociability.(364 43)Workers with positive attitudes rather than a specific skill set are the first choice of the succeful service firms.Develop people to deliver service quality
When firms hired the suitable employees, the organisations should take actions to train these employees to make sure they can qualify their works that belong to them.There are three methods to train these employees: train for technical and interactive skills;empower employees and promote teamwork.First of all, the method that train for technical and interactive skills is the basic work that the employees should do, then we will do not discu too much.Secondly, the meaning of empower is give service personnels the suitable rights, tools and skills to satisfy various consuemrs.Empower employees is a useful method to provide high quality service to consumers.Due to consumers’ needs are unstable, companies should give service personnels the power to satisfy the changing demand of consumers and recover the mistakes that the firm make.Research suggests positive benefits to empowering frontline service workers.Some of these benefits include reduction in job-related stre, improved job satisfaction, greater adaptability, and better outcomes for customers.(367, 55)HAIDELAO, a Chinese local Hotpot City is very succe in China, and it has set up many subbranches all around China.One of the reasons for HAIDELAO’s succe is the managers give employees some rights to make sample decisions.For example, when consumers want to return some food that they do not need, the waiter has the right to return the food, and the waiters also have some rights to present some food and gifts to consumers.Thirdly, promote teamwork can increase customer’s satisfaction.The demands of various consumers are different, with the teamwork different service personnels can provide different services to satisfy the various demands of consuemrs.Furthermore, employees will feel dismay when do service work for too long time, however, teamwork can release these negative feelings.In a team, the members can encourage each other and provide a appropriate environmet to make team members keep paion for the service work.Employees who feel sipported and feel that they have a team backing them up will be better able to maintain their enthusiasm and provide quality service.(368,58)For instance, when a team member meet problem in the working proce, the other team members can help to solve the problem and comfort the demoralized teammate.Furthermore, when a team meet crisises, these team members can work together to think the suitable method to solve these crisises.Teamwork can increase the efficiency in the working proce.According to teamwork, firms enhance the service employees’ ability to provide higher service quality, moreover, the encouragement environment can also enhance the desire of employees to provide hither service quality.Provide needed support systems
To make sure service works are effieient and effective, the internal support systems are indispensable for a firm.Without these internal support systems, it is hard for service personnels to deliver quality service to consumers no matter how much these workers want.In examing customer service outcomes in Australian call centers, researcher found that internal support from supervisors, teammates, and other departments as well as evaluations of technology used on the job were all strongly related to employee satisfaction and ability to serve customers.(369 61)There are three methods that can be used for managers to make customer-oriented internal support systems: measure internal service quality, provide supportive technology and equipment, develop service-oriented internal procees.In these three methods, the most efficient and effective way is provide supportive technology and equipment.To make sure service personnels can work efficient and effective, the suitable technology and equipment are needed.Retain the best people
Hiring the excellent personnel, training these people to deliver service quality, and providing the suitable internal support systems are important for the succe of a company.However, these work forces are flowed and the well-trained employees are very easy to be hired by the competitors.Hence, how to retain the best people is an important question that the managers should consider.Then we will discu three strategies that can be used to retain the well-trained employees.First of all, managers should include employees in the company’s vision.To encourage employees follow and support the goal of the organisation and make actions to help to active this goal, managers should make sure the employees understand the vision of the company.What this strategy means in practice is that the vision is communicated to employees frequently and that it is communicated by top managers, often by the CEO.(371 65)When employees feel they are include in the the company’s vision and understand how their actions help to active firm’s goal, the employees will have more paions in working and try their best to think up methods to increase the effieient and effective of their work.However, suppose the employees know nothing about the vision of the firm and just do the sepatated work everyday, the feelings that they are not helpful for the development of their firm no matter what they do will appear, some employees may finish their work negatively and even skip from their company to other competitors.For instance, Alibaba.com Corporation, as the biggest internet company, the managers did succe in include employees into the company’s vision.When new employees are hired by Alibaba.com Corporation, they will be trained in the general headquarters for two weeks.The focus of the course is to deliver the vision, miion and values of Alibaba.com Corporation to these new employees, moreover, the firm will enhance the vision, miion and values in some other company activities and periodical trainings.
