In this module, you learned about the role of spatial layout, functionality, signs symbols, artefacts, how service employees and other customers are part of the servicescpae and why designing an effective servicscape has to be done holistically and from customers’ perspective.
You then learned why service employees are so important to the success of a firm,the factors the make the work of frontline workers more demanding, the cycles of failure, mediocrity and success and the key elements of service management cycle of successful HR management in service firms.
You then discovered how to attract, select and hire the right people for the job and also the key areas in which service employees need training, the role of internal marketing and communications, how to build high-performance service delivery teams and how to integrate teams across department and functional areas.
You then learned how to motivate and energize service employees, service-oriented culture and the difference between service climate and culture, the qualities of effective leader in service organizations, leadership styles, importance of role modelling, and focusing entire organization on the frontline.
Finally, you learned about the the importance of customer loyalty, explains why customers are loyal to a particular firm and the wheel of loyalty with respect to building a foundation for loyalty.
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