服务管理：运作、战略与信息技术(原书第9版)教师手册MGH 9thIM_04 Encounter_new.docVIP

Chapter 4 The Service Encounter Chapter 4 The Service Encounter PAGE 46 PAGE 45 44 CHAPTER 4 THE SERVICE ENCOUNTER TEACHING NOTE The chapter begins with a discussion of the role of technology in the service encounter followed by a discussion of the emergence of self-service. A service encounter triad framework is presented in order to organize our thinking about the relationships between customers, contact personnel, and the service organization. This framework identifies three sources of tension among each of these viewpoints: (1) perceived control in the customer contact activities, (2) efficiency versus autonomy between the service organization and its personnel, and (3) efficiency versus satisfaction between the service organization and the customer. We explore the issues involved for each party in the service encounter to achieve a satisfactory experience. The chapter concludes with a discussion of the service profit chain model that relates the development of internal customers (employees) to satisfaction of external customers resulting in growth and profitability. SUPPLEMENTARY MATERIALS Case: Z 2009: Clothing, Customer Service, and Company Culture (HBS: 610015-PDF-ENG) On July 17, 2009, Z, a privately-held online retailer of shoes, clothing, and other soft-line retail categories, learned that A, a $19 billion multinational online retailer, had won its Board of Directors approval to offer to merge the two companies. Amazon had been courting Zappos since 2005, hoping a merger would enable Amazon to expand and strengthen its market share in soft-line retail categories. (service design, leadership, culture) Case: Bonita Bay Marina (HBS: 905M06-PDF-ENG) The Bonita Bay Marina, founded 20 years ago by the Bonita Bay Group, established a reputation of high-quality service delivery. According to the marinas manager, customers high regard for their services was due to the organizations adherence to a well-defined customer service philosophy known as the E5 Cu