1.0 Introduction
Nowadays, the goal of companies almost is to offer the best rvice to customers, however, the fact shows that the rvices many firms provide can not satisfy consumers expectations. From U.K. Marlborough Strategic Management Resources survey (2000), 75 percent of corporations did not care about the internal marketing, thus that 40 percent of marketing efforts was wasted, when consumers face to an employee who hate or lack knowledge about goals and products of his/ her firm. Thereby, the major reason for the problem is companies have not focus on educating and communicating with staffs who directly provide rvice to customers. What organizations lack is a strategy--- "Internal Marketing". It is defined as a rvice company encourage and train its employees working corporately to supply excellent rvice for customers. In the increasingly competitive market, internal marketing is a necessary condition which developing and retaining employees become skilled and energized to deliver customer satisfaction. (Varey and Lewis, 2000)
In this essay, the concept of Service Profit Chain, which a implement model for achieve internal marketing, will be analyzed and viewed as an effective way to improve employees satisfaction. Moreover, Southwest Airlines, a good example ud to discuss the successful execution of rvice profit chain. Finally, a measurement tool called Customer Satisfaction Measurement theory for checking employees satisfaction will be given.
2.0 Service Profit Chain Model新视野大学英语4课后答案
Service Profit Chain model is regarded as a effective approach to achieve internal marketing. ( Heskett, et. al.,1997) Becau, Profit Chain model and internal marketing have the same basic logic (e Figure 1) which is: When a firm offers a good enough internal rvices quality, employees will feeling satisfaction and more willing to stay. Only satisfaction employees can provide quality rvices, thus that gaining customer satisfaction. Then, repeated purcha behavior of customers (customer loyalty) will increas. Ultimately, the greater customer loyalty, the more profit the company can be obtained. (Maglio, et. al., 2010)
Figure 1 Service Profit Chaininsky Model
( 初中 英语Source: Heskett et. al.,1997)
Hence, any organization want to achieve customer satisfaction, however, need to satisfy their employees first. Happy staffs can make customers happy. (Varey and Lewis, 2000) In another words, the ultimate aim of Profit Chain model and internal marketing is for better implementation external marketing, fundamentally increa external customer satisfaction as well as finally enhance market competitiveness of company. (Berry and Parasuraman, 1991)
From above discuss can be known, employees satisfaction is the key of implementation Service Profit Chain model. According to MCI's special study, some major internal factors influence employees satisfaction (e Figure 2) which are: company`s vision, training, teamwork, rewards, organization policies and communication. In the next part, e how Southwest Airlines us Service Profit Chain model to achieve high internal rvices quality.
中秋节 英文
Figure 2 Internal Services Quality
英语专四作文范文
(Sourcegalerkin: Hallowell, et. al., 1996)
3.0 Southwest Airlines managing internal rvice quality
Libby Sartain, Vice President of Southwest: the key of Southwest’s mission is high quality customer rvice and its value unquestionably depend on Southwest’s employees, in 2000 Human Resource Management International Conference. (Sartein, 2012年英语四级2000) Different from many customer-oriented companies, employees in Southwest Airlines always come first, rather than customers are number one. (Southwest Airlines offical home page, 2012) The reason is that the firm hope their employees are able to contribute the same quality of respect, responsiveness and warmth to customers. In short, Southwest Airlines provides a good internal rvice quality to ensure that its staffs offer quality rvice to customers. This strategy make Southwest Airlines keeping profitable throughout its history. (Southwest Airlines offical home page, 2012)
longxue3.1 Recruitment
Match between the enterpri and its employees is a prerequisite for internal marketing, especially the match between corporate culture and employee values. (Varey and Lewis,
tcs是什么意思
2000) According to rvice Master William Pollard, working not only in order to a living, people may wait for a chance to realize their lf. When people works in a company they love, they will achieve extraordinary performance. (Millar, 1997) Hence, only choo the right talent as well as put them into a appropriate position, thus that retain good employees to better rve customers. For example, Southwest try their best to attract talent who they want. Interestingly, different from many firms, Southwest Airlines regard people`s attitude as more important than skills. Becau, they believe that people`s attitudes cannot be changed. 五一劳动节 英文(Miles and Mangold, 2005) As the result, Southwest Airlines hire people ensure their attitudes are consistent with the organization’s values. Over time, a internal culture have been created and it provides a culture or teamwork superiority over competitors.
