Psychology of Service

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Psychology of Service

• HRT 382

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Thanks to

• E. Jerome McCarthy, author of Basic Marketing A
  Managerial Approach
• William B. Martin, author of Quality Service
  The Restaurant Managers Bible
• Raymond J. Goodman, Jr., author of The
  Management of Service for the Restaurant Manager

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The Marketing of Service

• Marketing Basics
• Needs
• Wants
• Demands (a want backed-up with )
• Ability Willingness
• Product vs. Service

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Satisfaction

• What is perceived value?????
• Utility
• The buyers estimate of the products capacity to
  satisfy their particular need
• Value
• What the product offers for the price
• Satisfaction
• The balance between utility and value
• The most utility per dollar

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Meeting Exceeding Expectations

• Where do they come from?
• E. Jerome McCarthy, in Basic Marketing A
  Managerial Approach , popularized The 4 Ps
• Product
• Price
• Place
• Promotion

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Maslows Hierarchy of Needs(In reverse order
in FB terms!)

• Physiological Needs
• Food, warmth, health, cleanliness
• Safety Needs
• Job security, safe working conditions, benefits
• Social Needs
• Belonging, acceptance, friendship
• Psychological Needs
• Self-esteem, responsibility, status, influence
• Self-Actualization
• Interesting work, involvement, achievement

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Service Quality - Two Dimensions

• Procedural
• The mechanical or systems stuff
• Convivial
• Warm caring service emotional stuff

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Procedural Dimension

• Accommodation
• Anticipation
• Timeliness
• Organized Flow
• Communication
• Customer Feedback
• Supervision

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Convivial Dimension

• Attitude
• Attentiveness
• Tone of Voice
• Body Language
• Tact
• Naming Names
• Guidance
• Suggestive Selling
• Problem Solving

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Personal Dimension of Service

• Hospitality Mentality
• It is easy enough to be pleasant
• When life flows along like a song,
• But the person worthwhile
• Is the person who can smile
• When everything goes dead wrong.
• Anonymous