Presentation Transcript
The Effect of Customer Roles and Ergonomics in the Servicescape on Service Quality : The Effect of Customer Roles and Ergonomics in the Servicescape on Service Quality Team Members:
Aidan Daly
Noel Judge
Introduction: Introduction
Two Diverse areas of Study
Customers roles in service delivery
Ergonomics in the servicescape
Primary Objective of this paper
Provide reader with robust and comprehensive review of how
these two areas are similar and complement each other
Customer’s Roles: Customer’s Roles
Customer as Productive Resource
Customers as partial employees, temporary members or
participants of the service delivery process
Role of a consumer as a productive resource is arguably the
most relevant
Customer’s Roles: Customer’s Roles
Customers as Contributors to Quality, Satisfaction and Value
Effective participation can increase the likelihood that needs are met
and that the benefits that the customer is seeking are actually met
An emphasis among organizations that increased customer
participation can be crucial for an organization in developing a
competitive edge
Customer’s Roles: Customer’s Roles
Customers as Competitors
Customer’s performing the service by himself or herself and
excluding the service provider
Examples of self-service options include ATM’s, gasoline
stations, booking flights and ordering products on the Internet
and most recently in shops the introduction of top-up machines
for mobile phones
Customer’s Roles: Customer’s Roles
Customers can Fulfil Function of Recommending
Service to Others (W.O.M)
Within the service delivery system, customer’s overall experience
is affected by various potential interactions: interactions with
service personnel, internal and external physical surroundings, and
other customers
Research indicates that word-of-mouth communication has
significant effect on consumer purchasing behaviour
Ergonomics Defined: Ergonomics Defined “In general, the aim of ergonomics is to fit the task to the individual, not the individual to the task” – Fernandez (1995)
Ergonomic Link To Quality Service: Ergonomic Link To Quality Service Ergonomics, by default implies quality assurance
Ergonomic Link To Quality Service: Ergonomic Link To Quality Service Environment is one of few tangible elements of service – customer
Impact on employee/staff satisfaction affects service quality
Ergonomics improve inconsistency of human performance
Anthropometrics in Ergonomics: Anthropometrics in Ergonomics Measurement of the human body
Used to specify the physical dimensions of workplaces, furniture,….
Factors affecting anthropometric measurements include:
age, nationality, gender, social class and occupation.
Anthropometrics in Ergonomics: Anthropometrics in Ergonomics Study - not economical financially to design for over 95 percentile
Many ‘Cumulative Trauma Disorders’ (CDT’s) - result of shift in office technology
Need to realise - “one size does not fit all” - MacLeod (1995)
Participatory Ergonomics: Participatory Ergonomics Opportunity for real, early and full involvement of people
Individual Approach
Traditional approach to problem identification and problem solving
Advantages of an Individual Approach
Easier to implement as people do not require training
No need for potentially time-consuming meetings
Disadvantages of an Individual Approach
Investigators may lack details known by others
There is a lack of ownership of those needed to implement ideas
Aesthetics vs. Ergonomics
Participatory Ergonomics: Participatory Ergonomics Team Approach - includes more participation
Advantages of a Team Approach
Utilises the skill available in the workforce
Creativity occurs
Participants are likely to support projects
Disadvantages of an Team Approach
Process may be slower, more complex, greater effort req., costly
Very difficult to prove any results
Management like to see quantitative cost/benefit analysis
Training: Training Method of ensuring results at the time of intervention
e.g. IBM - approx. $130m savings since 1978
Ergonomic problems will continue if people not taught
Cost/Benefit Analysis of Ergonomics: Cost/Benefit Analysis of Ergonomics Benefits
Increased productivity, quality and safety
Cost of employee claims are reduced
Increased innovation, efficiency and revenue
Costs
No documents of savings to be made, therefore, difficulty costing
May improve the offering with no financial advantage
Merging Employee Roles and Ergonomics: Merging Employee Roles and Ergonomics Service customers - partial employees
Need to consider employee needs when designing Typology of Service Organisations
Merging Employee Roles and Ergonomics: Merging Employee Roles and Ergonomics
Interpersonal
Service provider for both the service employee and customer
University College Galway, 1996
Stuffy atmosphere
Poor quality seating
Inadequate audio/visual aids
Insufficient lighting
Issues of access/egress
People centred approach - very constructive ideas
Standardise size of overheads, making viewing possible to all
Provide adjustable seating and more clearance
Colour coded carpet for visually impaired
Study acknowledged users as experts
Merging Employee Roles and Ergonomics: Merging Employee Roles and Ergonomics
Impact On Customer Roles
Customers as contributors to service quality - negative impact
e.g. overheads
When customers believe they have done their part – quality service
Ergonomic Perspective
Preference to employees – many hours in the setting
Conflict between customer and employee
Invest in environmental factors out of customers sight
Employee satisfaction – job satisfaction – higher quality of service
Summary: Summary Consider employees and customers in design
Roles
Expectations
Commonalities between areas
Participation
Training
Areas work hand in hand
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