摘要：随着不断的变化和复杂的的服务营销的发展中，人员在市场营销组合的主要作用是服务的提供者，但是它与服务的标准及提供中，存在一定的差距，因而产生了服务代沟。本文主要讨论员工在服务营销中的作用，以及人力资源的战略，目的是提高服务质量，随之缩小服务营销中的代沟差距。
关键词：人力资源 营销服务 服务质量 服务代沟
1Introduction
With continually developing in variation and complex service marketing, people is the main role of marketing mix in 7Ps in service marketing that expressions like “the provider is the service” and “Employees frequently are the service”. (Zeithaml et al., 2006) It exist the gap that between service standards and service delivery, which may influence the quality of service on the whole. Service quality, which can be defined in many different ways, but a commonly accepted definition is “that it represents the discrepancy between customers’ expectations and their perceptions of the service performance” (Jackie, 2004), as perceived by a user depends on the size and direction of the gap between expected service and perceived service, which, in turn, depends on the nature of the gap on the service provider’s side, associated with the design, marketing, and delivery of the services. (Zenithal and Berry, 1985)
The purpose of lessening the gap which is the “discrepancy between development of customer-driven service standards and actual service performance by the company employees” is implementing the strategy which is human resource strategy for delivering servicer quality
2Main Body
2.1 Human resource strategy (also called Internal Marketing)
Human resource strategy is a method to consummate the important role of the employee in the service section. It is two definitions about the internal marketing in two ways that is “IM is the accumulation and application of functions and tools aimed at the formation and maintenance of a consistent, efficient, and effective and customer orientated workforce. These objectives are achieved through the communication with and attraction, retention, motivation, education and management of suitable employees” (Mahnert and Torres, 2007).
In term of competitor, the people are the most important component. It is said from Lowell that “People are really what makes any company unique. Competitors can replicate product or services offerings, but what they can’t replicate are the people who comprise an organization’s personality and culture. That is where the real competitive advantage lies, and that is why employees need to be brought on board with a well- executed, internal branding program”
From the framework above, it is shown the human resource strategies aim to keep employee satisfaction and productivity and retention of employee in order to delivery high quality of service to customer.
In the whole human resource strategy consists of four aspects:1)enroll the right people, 2)enhance the deliver service quality, 3)offer the needed support systems,4)maintain the best people.
? Hire the right people
Recruiting and hiring service personnel is one of ways to deliver service quality which is totally different with traditional method of work in field of service. One of the brand from Starwood hotels, Westin Hotel gain globally reputation on its value. The aim of Westin Hotel service is “A collection of forward ? thinking services and amenities designed to restore harmony and inspire you to be your best” (Website of Westin Hotel) The stuff form Westin Hotel most from college and university who have high mark in relevant professional major to match the job demand. The manager posts the job information and requirements in the newspaper and on the internet commonly. The department of Human Resource will establish a recruitment team which is to look all of application forms firstly, and sift from it to gain suitable applications basically. After that people of surviving applications will gain a chance to personal interview. In the process of whole interview, the recruitment team will test and evaluate their conducts, the capability of interpersonal communication and communication skill and so on. The manage form Westin Hotel said that they may more focus on attitude and enthusiasm on the job which is most important, more than the professional skills. Consequently, the aim to pay higher wages and offer high welfare is to attract the right people who is positive and passion on the work.
? Develop people to deliver service quality
After hire the right people, it is must be provide to them that training and work-orientation to make sure the better representation. During the stuff stay in the carrier stage, the Westin Hotel provide variable training programs such as cuisine and beverage training, service and communication skills training. The most special training in Westin Hotel is attitude training which is essential to new ones. Moreover, training not only provide for employee on trail, but also for the regular stuff who from different departments. In the meanwhile, the managers provide some suggestions for employees in the process on servicing, and help servant to solving the problem aim to increasing the productivity and gain the knowledge and experience in the real case of hotel.
The performance of frontline staff is concerned by the supervisors. It is encourage to the stuff judging by the own idea to handle the issue by themselves. However, if issue is out of control, the manager will without doubt to help employee to handle together with them. This is an opportunity to comprehend with each other and foster tacit understanding in cooperation.
Reference
[1]Mahnert, F. Kai and Torres, M. Ann. “The Brand Inside: The Factors of Failure and Success in Internal Branding” Irish Marketing Review. 2007, Vol. 19, Issues1,2, p. 54-63.
[2]Jackie, L. M. Tam. “Customer Satisfaction, Service quality and Percieved value: An Interigative Model” Journal of Marketing Management. Sep2004, Vol. 20, Issues 7,8, p. 897-917.
[3]Parasuraman, A., Zeithaml, V.A. and Berry, L.L., 1985. A Conceptual Model of Service Quality and Its Implication for Future Research, Journal of Marketing, 49(4), 41-50
注：本文中所涉及到的图表、注解、公式等内容请以PDF格式阅读原文