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


Slide20: BEST OF LUCK WITH THE EXAMS AND DISSERTATION!!