IB Business Management 4.5 PEOPLE. Learning Outcomes To be able to analyse the importance of the employee-customer relationships in the marketing of a.

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Presentation transcript:

IB Business Management 4.5 PEOPLE

Learning Outcomes To be able to analyse the importance of the employee-customer relationships in the marketing of a service (A03) To be able to analyse the cultural variation that can occur in these relationships (A03)

To what extent do you agree with these quotes?

People It is important for any business to recruit the best people but in the service industry it is essential! Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organisation wants to obtain a form of competitive advantage. Consumers make judgements and deliver perceptions of the service based on the employees they interact with.

The effectiveness of marketing a service can be measured by: Appearance & body language – staff uniforms, grooming, greeting, communication & facial expressions will all convey a brand/corporate image Aptitudes and attitudes – do staff have the relevant knowledge, skills and personality to excel in their customer facing roles? (trip advisor -positive/negative word of mouth marketing) Feedback – stakeholder feedback regarding their experience and the quality of customer service provided (positive or negative). Employee recognition for best customer service Efficiency – how quickly and effectively employees handle customer requests will influence reputation and brand image. Training is crucial!

People – CUEGIS? CONCEPTRELEVANCE TO PEOPLE THEORY CHANGE CULTURE ETHICS GLOBALISATION INNOVATION STRATEGY

Use the Effectiveness criteria (SLIDE 5) to create a suitable profile for an employee at the following hotels: Justify your chosen profile Are they the same? How does your profile compare to their actual profile – check out their websites?