MKTG3311 Chapter Notes - Chapter 11: Customer Satisfaction, Liquid Oxygen, Role Model
Document Summary
Lo1: explain why service employees are so important to the success of a firm. Lo2: understand the factors that make the work of frontline staff so demanding and often difficult. Lo3: describe the cycles of failure, mediocrity, and success in hr for service firms. Lo4: understand the key elements of the service talent cycle of successful hr management in service firms. Lo5: know how to attract, select, and hire the right people for service jobs. Lo6: explain the key areas in which service employees need training. Lo7: understand the role of internal marketing and communications. Lo8: understand why empowerment is so important in many frontline jobs. Lo9: explain how to build high-performance service delivery teams. Lo10: know how to integrate teams across departments and functional areas. Lo11: know how to motivate and energise service employees so that they will deliver service excellence and productivity.
