Business Communication in the service and experience industry

144 Pages·2018·51.201 MB·English

by  Maria Larsen-Zarechnova, Anna Hammershøy og Maria Kirstine Lovén

MARIA LARSEN -ZARECHNDVA
ANNA HAMMERSHDY
MARIA KIRSTIN£ LOVEN
HANS REITZELS FORLAG
,....._____..
MARIA LARSEN-ZARECHNOVA
ANNA HAMMERSH0Y
MARIA KIRSTINE LOVEN
IN THE SERVICE AND EXPERIENCE INDUSTRY
. . . the service and experience industry
Business communiCOflon m
d 1s r pnnrrun , . . I •
1
\nnallamnll'rshn·,~l.ln.lKarsttn c ~O\t:J1
Isle mot, .
'l a • ar,cn-Z.lrrchnm a,
t
~art.~ JQJS
',l'arzel Forlag, C <'~ rnh.lgcn- \
and llan l
·sr d
Pubhshmg l'uJ twr•. • ., s \\'ob~.._ ll Foreword . . . . . . . . . . . . . . . .
L.. ... 7
• • • • • •
(. d, 'n· Pahl Pahl Gr:lllsk
Tallll'
t
(1\Cr l:Sb •
What this book offers . . . . .....
9
Lm c'm and n pc'>ctrang: Ku 11.11lsl'l1 • • • • • • • •
, . lTC L lev & lTC Av.1tH Gardl· c.,t,tllll..
pr scl 111. 'l'
T) l.:-•
PART 1:
COMMUNICATION IN THE SERVICE AND
J>nnnng· Gr.lforasak GPS GllHip
EXPERIENCE INDUSTRY
Pauued m Bosma-Hrrzrgl'' 20 l
111.1 ~
ISB1 9-s-s---H26-5J4-6
l CHAPTER 1
Must-have skills tor serv1ce professionals
13
Mafia Larsen-Zarechnova and Anna Hammershey
CHAPTER 2
Tlw; pubhcanon ma\ onl) be reproduced an accordanc~ wirh .1grecmctH Communication and serv1ce management and
"arh Cop, dan Tcks[ & ~ode and the Dam-.h i\ lin isrry of Educ.uion. marketing theory . . . . . . . . . . . .
. 35
• • •
Marta Larsen-Zarechnovo
CHAPTER 3 The fundamentals and concepts of communication .47
Mana Larsen-Zarechnova
hansacu:t.cl dk
PART II :
CULTURAL INFLUENCE IN THE SERVICE AND
EXPERIENCE INDUSTRY
CHAPTER 4
Culture in the service and experience Industry:
MIX
-::t:. What IS culture, anyway? . . . . . . . . . . . .
":bt 73
•
FSC" C110418 Anna Hammershew
CHAPTER 5 Different approaches to culture·
Descriptive fheones . . . . . . . . . ..
. . . . . . . . . .8 9
Anna Hammershoy
CHAPTER 6 The complex approach to culture:
Cultural Intelligence theory . . . . . . ............ 10 9
Anna Hammersho}
PART Ill: COMMUNICATION WITHIN THE SERVICE AND
EXPERIENCE ORGANISATIONS
CHAPTER 7 Organisational culture 1n service and expenence
compan1es
129
• • • • • • • •
Anna Hommershay
FOREWORD
7
. 14 7
Internal commumcatron • • • • • • • • • • • •
CHAPTER 8
Anno HommershcW
n rnternal communtcafron
How to oes gn a
CHAPTER 9
.... 167
strategy ThtnQS to consrder . . . • • • • • • •
Maoo Lorsen-ZorechnOL'O
No tnarrer whet c we go, we usc Sl'IVtces every day, be on a tram com
H
murc to work, a tnp to a tourisr desunmion, a match-day c:xpencncc,
BUILDING RELATIONS WITH CUSTOMERS AND
PART IV: or a day of shopping and dining out wirh our fncnds. Some se1 VlCC!i
OTHER EXTERNAL STAKEHOLDERS THROUGH
rely more hc,wily on tcchnolob")' th.1n orhcrs, but customer servtcc al
MARKETING COMMUNICATION
ways includes i iHeract ion b~t ween service providers and customers
who not only buy srrvicrs, but co-produce rhem, roo.
. nd communicolrons plan development ...... 191
d
CHAPTER 10 Bran rng a This book aimed .u st udem.s whose ambition i ro work m che
IS
Mana K1rstme Loven
service and e:-:pcrience industry. Irs srructure is based on four concepts
within con1municauon.
lmplemenfrng the communrcafion plan ............. 20 1
CHAPTER 11
I tP.r, service always in\ olves mreracnon bel\veen the service orgam
Mana Klfstme Loven
s.u ion and the customer guest. The Cmnbndge Drcnmzmy defines m
H'
CHAPTER 12 SeNrce failure, customer complornls and eet a en on a..... . 'a11 two or mm·e people or tbmgs commmucate
occ{wnu rflhf'1l tmth
cnsrs communication . . .....................2 2 5 n·.tc.t to ench othe> ~uvicc d1et\'forc alwavs i ndudes communtcauon.
01 ,
Mo"o Jwstine Loven and Anno Hommershey Con1n1unicuion in it!" broader sense is verbal and non-\crbal , wrinc-n
and or.1l, and c.1n take place b0rh inccrnallv (or within rhc orgamsa
Lton), and cxccrn.llly. i.l'. between set\ tcc prm 1dcrs and customers, or
EXTRA RESOURCES
bee\\ ccn the organisation and other Makcholdcrs.
~ccond, we rake the 'icw that many encounters in the setvtce in
CHAPTER 13 Croffrng persuasrve messages a practical toolbox .... 24 7
dusrrv arc mtercultwC1l bv narurl'. There arc multiple aspens ro culcurc:
Morro Larsen Zorechnovo I
nanonal , regional. profession.1l and or.;anisar.ional. Culrurc thcre-
ts
l~"rl' an inrcgr~1l p.l!T of communication m rhe service and c:-.:perience
md usrrv and is gtvcn a ~.,re.H deal of auencion m r 1 .., Pook.
, ..., 0
Third, comnHmtC.Hton sktlls are crunal to your c.uet.:r 111 the scr-
Before we let you go . . . . . . . . .
261
• • • • • • • • • • • ' tee ~lnd cxp~n~no. •. mdu!"tl'\' (or'' h.Ht'VCr parh) ou t'nd up raking!). In
a·br
rography .............. . 263 l)l dct ro -.,ulCt'Cd ,1.., a sen tel' professi01ul, rcchnical ~kilLs and coJnpe
1
I I I I I I I I I I I
tcnce.., 111 ... ak'>, nurkcring, nue m.ln.lgt•menr or l'Vt'IH Ianning art
r~\ ~
t
About the authors . . . . . . . . . . . .
.265
• • • 1 1 1 I I I I I lL't t.ltnl) tmpo 1 [,11H . Blll th~.·~l' '"'"" musr be combined \\'tth commu
Index ntCHton , nd itllctcultur, l..,ktll..,, ofwhcthct willlw il1-
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.lSpl'lr (l)I11J1ll111tC.Hinn skill ....
gl)l)d J.s
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SERVICE AND EXPERIENCE INDUSTRY
BUSINESS COMMUNICATION IN THE
WHAT lUIS BOOK OFFE:RS
8 9
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The book oiT~r.s an up-ro-dntc perspccriH~ on business communica
rhc .wdil·ncc of\ our includ-
• J J • .. nnd 1 n~ m~ssage,
• kno\\ ,mu unul 1 , -
Ill~ ~ ~ tion in serv1ce .llld l'>.:pencncc organisations. Each chapter comams
..... c:. rh ·r Ltdtur.ll ~l'ci.1l .1nd prote. ... "lonal backgrounds
rho:sc.>, rom o
111~ l ' . ._ spL'cial features des1gned ro meet th~.: needs of .students .1nd lcnurrrs.
~ . til" lno.;r l·ffccrl\ c nwdJa .h. .11 ll1l'"'"'.lge~
• dNl'l'llllllllh! l · '- fh c book supplement 1ts 1h rorcnca] prr.specrivcs w1rl1 numerous ex-
~
a nrcrculwr.llc-l>tnnHilliC.HIOI1 proce-;"'c"
• ulh.Jl t?r~c 11 l ]1•11c~,. 1 .1mplcs, and QR c-udc.s hnkcd to online co1uem and cxcrcJses, w make
•
· - in \'Olll LOI1111HIIl1C.lt10n
Jrural 1nrdli~,.cncl'
e lhllH~ Lll ;::, ' learning more dynan11c and practical. Some of rhe c>.:amplrs chosen arc
• com~1llmCaring cft~cmrly m-.ldl' chc company and wirh dw cu~-
inrcrnarional, \\'hile other~ arc loc.1l examples from Denmark," h1ch
romcrs
studenrs wdl recognise :1nd ra.sdy rclar~.: ro. \Ve have abo added lrarn
• in non-vabal communic.u1on.
cng~1gmg
i ng objcC£ ivc.s, chapter sum manes and rdlecrion qucsrion. Lhat "ill
help the students put communic.uion-rrl:Hcd rheory 1nro pracuce.
The book con.si.st.s of four p.1n~, divided into chapters. At thr end of
rhc book 1s an ca.sy-to-follow guide rhc building bloc k.s lor pl'rsu.l-
ll1
• •
Sl\ C CO I1lllllli1JG H101l .
PART 1: Communication in the service and experience industry
Parr I sets an overall for the book and e.\:plams why communi
.1gcnd~
cation is coo impon:1nt to leavl' to chance in the and c..-..:prncncr
~ervicc
organJ"iatlons. ll erc, \\'C link communication w1rh different asplYts of
... et vice. This p.ut L'xpl.1ins what communicarion .skills mcludc and pro
\ a foundnrion for underst.mdmg commumcarion proccs:)l'S.
tdc~
PART II: Cultural influence in the service and experience industry
Part II prm 1dt.:'\ a foundation for undcrsr~1ndmg rhc inllul'nCl' of cul
rure 011 the ...,e1, 1ce :tnd l'\pericncl~ indusu' He1 c we prcsL'IH thr 1c ,h.icr
\\Jth dt!Tercnt.lpplO:tlhes w <. ulnue \\'c focus on Culrur.lllmcl-
C\\O
..
11gcncc rheo , and .... hm\ ho" tt ts appl~<. •1 ble ro set vice .1nd l':-.:prricncc
1
profe...,c.;Jona l.s.
PART 111 communication within service and expenence organisations
J>an Il l explain~ the signific.1ncc of orga1~isarimul culn~rc for mrcrnal
· r'o i 111 \,hli~~hrs some ot rhc char.1crensuc prmc1plr~
COil1111UlliC,l I , •
I 1 111 l o ~ ·
0
of communtc.uion "irh modet n servict: .1nd cxpencnce org.1ms.1-
111
· d r1 w rhe concept inrern.1l commum-
t1on~. l r 1ntro uce.s 1L ... 1·t::. .l l"J-··· r ot
E N
..
'• ...
• I '
10
JOU'> uucr nal commu mcanon mcd1a and
\ lr
p
r
;n. t.:., t:!H ., •
J((l!l \[fJ(t:~
d d rhllr opp01 wnH
scu~s~!ol ~~"'
ch.tnnds Jn
I
relaflons w1th customers and other external stoke-
g
PART IV Bu I'd
In . .
holders through marketing commumcofton
• readet ant:nr ron ro commumc.HIOn \\ uh custom-
11
J\ Im ngs r c . '
P.Hl
•n nal .,r, keholdt:r s ,tnd d rscusscs br.md com m u mea-
1
t I 1
t'!\ r1lll Ol lt J c.; C r '
cn
a , ar of form ~ an I mr.dr.1 used b) sr r' ret> and cx-
"Ill ..
1
I
(IO!l [ ptt''>t '"' •
... "ano rhcrr r;-..:ranal :1nd cxpla ns
, LOJ11llHt111C.u ton s, 1
g 11 111
111
pcrJdlLC 01 " '
hm' rhc.:'>t: can hr used w ft:,dop rclarron s htp~.
EXTRA RESOURCES. CraNing persuasive messages - a practical
toolbox
1 xrra rc,ourLt.:S prl'~enr u rr-fn~ndl) model and lools fo r '' nnng
drJTrrcm bu 111~<;~ mc~sngcs '' h1ch rhe r ~ndcr an acccs-. when rh cdcd
'' 11 hmu ha\ mg co rt •nd dw or her chaprl·rs.
Chapter 1. Musr have skil ls for serv1ce professionals
Chapter 2. Communication and serv1ce management
and marketing theory
Chapter 3. The fundamentals and concepts of
commun1cat1on
Maria Larsen-Zarechnova and
Anna Hammersh0y
-
In this chapter, you will learn about:
effect1ve communication skills, and why they are
Important 1n the serv1ce and expenence industry
what commun1cat1on skills entail, and wh1ch skills
will be covered m th1s book.
ND EXPERIENCE INDUSTRY
E A
N THE SERVIC
BUSINESS COMMUNICATION I MUST HAVE SKILLS FOR SERVICE PROF ESSIONAI
CHAPTER 1
CHAPTER 1
17
16
d udt w 01 m:tccu-
nc~~ 1nad~qu.ue
II 1
l ski
gu~\S!l' ,111 _
111
dung from k I , ''.: nk bdow I rom In pi\dv1sor ,
p(lOt • ..
1111 Figure 1.3
.... n T.lkl' loo at
,1 I ll l • r
tall' Jllfornuno . I I compbttHs.
Internal and external
tJSillllll'l
' )11-ll' 3ll'l l
commumcattan m ser
Ill~
shO\\ (l)l1111llllliC:l£1l
• vtce orgamsattans
, ,,
•
Figure 1.2
''St~.tjfu'bo t !Jsten
cttn •
TflpAdvJsor customer
reVJaws 0 0 0 0
exempll~'mg Reviewed a. May 201 J •
poor communtcottOn ® twice After the first lime despite telling them
•
rder completely wrong ·
0
Gol my th still wrong agam Ternble. Not plannmg to
90111
1
exaclly what was wrong
WI I
go back any 11me soon
"' In teuns ofe .\tcmal commumcat n tn tills book ,; d
10 1
we wve ocuse on commum
1 1
colton wtth customers, as they arc the ex.temal st k 1 ld II b
a e ers wt c
10 JOlt pnman~
. .
dcalmg wtth i{you work a setvtce oroamsat o 11 1 1
m \Me,
))
'(Poor com 1 11 w a so gwe; ou some mstg
11111 nictttJ0 11 • · b • 1t.s
mto how you can commumcate wtth the press tmd part er orgamsattons
11
®®®®0
Rev1ewed 4 wee sago
Fire a arm went off at 2am Told to evacuate hotel No further announcement.
Only found to t was probably a false alarm from guests on sta1rways unsure
As you can srr, a com pan) 's commumc;uion ts complrx and m oh
1 l'
1
Ylhat to do No announcement whatsoever from hotel authonties. Guests left
many ~t.lkeholdl'rs. Tht• wunsm and hospHaliry indust s . good
)
1 1 1
uncertain No apology from reception on checkmg out.
t':'\ampl~, a~ i~ 'rry fragmemrd, .1nd t~ p1call) cons1s1s of (setlc>l'cll m
It
tcnrctmg <~11d thw cnmmu1ltcatmg mdttstm·~' 1 (\X'.1lker & \Valker, 2011 ): :te
l om mod at ion, c. H t' nng, p.t ssl'n gl'l' r ran s pon, tourist ~H t raCL ions, u.t\ rl
agenr.s .tnd tour opl'r,Hors.
Unhappy cu~rollll'l'!'i in p.11 ucul.1r ,ln.· c.1ger ro !'\hare rheir exp~rienCL'!' Borodako .1nd KoZIL' (20 I G) .ugue that in an age of globalisauon
\\ 1th orhers, and son.tl nwdi.1 h,l\ e gi\ L'll them .1 much loud er voice. and tncrl:'.1s1ng competition lor ttlurism, thr orgamsa(lon lll'l:d ro
Cuswmer~· stones of poor 1ce c.1n h.wc .1 con!'idc1 able imp.Kl t)n build rdauon~ and cooll'r.uc \\ Hh a rang~ of loc:tl, regmnal and na
Sl'n
a companr's rrpur:mon. J\~ LCL' Cockcrd I sa)!', ( /11 the! .1ge ofsocw/medz.t, rion.ll :->r.1keholder . Or, put tmply, 'no busmess ts .m rslami' (IIak.m son
)011 Cll1l eclSI~}' lose ettstomcrs tl tiJouscmd l't'l'll tl mi/lum - .lt t1 l1111t'' (Cock & ~nd1ora, 1989). Please sre rh~ examples below:
erell, 2013, p. 4). The mteranwn \\'H h t h~ customer and [he 1 e!'ponsr
ofrhc companv ro rhc evrmual complaim!'i key elcml'nl~ ~ervicc
.He 111
A FACEBOOK CAMPAIGN PROMOTING COLLABORATION BETWEEN NT
EXAMPLE 1.1
company commumc.mon.
AND FARUP SOMMERLAND
r
N Danish djvlbtll.b Traliksd.sk.,b). dw comp.m' ch.trgr
(111 1\t.H 111 llr
I
NoHht'ln lutl.1nd bus tr.lll.'pon.uion .llU\ch \\ith lhl' In-
LOOpl'I'.Hl.'s
1.3 INTERNAL AND EXTERNAL COMMUNICA
cal JI1HI\l'll1L'Ill p. rk F.nup Sommcrl.1nd .1nd oftt.>ts dlsCOlllll.s .111d spe
1
TION PERSPECTIVES
r
c tal on~r .... (0 (liS(t.)Jlll.'r~ N <:,ulh CL)0pt'1.Hit)ll ll'quill'!)
li!'\111\T !'\l'l\iCL'\
doo..,c (Ommun c:Hion bL't\\l'l'll tlw m.111agenwm both compaml's.
1
('li
In book d·al , 1 . .
out \\t.'
. c, perspecuvcs on tomnHilltC.l- One of F.1cebook r.1mp.11gn .llis
\\It 1 t\\O bu~1ne"" Lh~it· say~:
tton: lllfl'rnal com ( . . .
nntntclnon t.e. \\'Jthtn the orgams,HIOI1,
:-;Ct\ rCL
'' Hh or between ns ... . I
NT Inclusive offer
na stakelwldcrs) :tnd exrc1 n.1l
• · llllct comnnlntc.l-
non (st:c hgurl' l.J below). • ·1 1 • - 'rnc1 If vou T J n-
I 1e 11l)lh.i.l\' 1 .ll'l' .1 , '\
:lli[U111ll I~ Ill~( ,11\H111ll ( 1l ll .
I
. ' l . , rh ~ h n rst frstJ\'al :u #I. rup-
t)
c I 1
ll.SI\'L' 11letllht'l' fL'llll'll1 1l'l' ( ll U)llh l l: •
1
HE SfRVICE AND EXPERIENCE INDUSTRY
OMMUNICATION IN T
C
BUSINESS
CHAPTER I
18
d em lJ C'r!i f NT Jndu!'ltVc can also rake a fr·icnd to F;\•. up MUST HAVE SKILLS FOR SERVICE PROFESSIONALS CHAPTER 1
1 ~I ll , 19
SornnH'r an .. ~"'n J -1 and 22 Ocrob(•r.
d ·f!i x frre 1.
cc
l t'lCC"
~~....-----~__...-----~~-"':~r
Sommer an
""" ..,, word 'serr,ice', you will see that it comes from the Latin set'tJitium (Online
"-&$hi-
~
"tti
"M-. I etymology dictionary, 20 I 7). The meaning 4act ofasststance, belp; a belpjitl
=~-
acr was in use as early as 1200. Be.ing of help, n·earing cus-
tomers a.s 1f they Wl're denr guesrs, nnd being kind and wel
Services or Service offerings
coming hosts all illustrate the importance of communica
tion in providing services. \\1hethcr we call ir a service, a ore deeds, processes, and
rlJ.,_.,-- helpful act m· hosrm::~nship, communication will be in performances (Zelthaml et al.,
0 •u ..., t:;. -
A.. "..".
volved.
0 •
2018)
.,
Services share the following characrerisrics: intangibili
ty, inseparability, heterogeneity and perishability (\X'inz & Lovelock,
20 17). As you read through the characteristics be.low, please rhink
about rhc role of good communication skills in c:hc delivery of services.
TORVEHALlERNE AND THEIR 'BUDDY' SYSTEM
EXAMPlE 1.2
local food marker in Copenhagen called To rvehallcrnc has many
f\ INTANGIBILITY
At irs core, services are inrang1blc. They do nor have
food sralls, rach of which is an independent business. They have de-
shape, smell, colour or size, and thus cannot be 'test
cust.on~ers,
/ \·doped a new tool for commun icating wirh called (Buddy'.
ed' before purchase, as you would a new pair of shoes
The purpose is ro connecr rhe busmesses and m v1te guests to bene
or a car. Customers have to rely on so-called 'promises'
fir from rwo different product rarcgorics. For ins tance, the owner of a
made by rhe service organisation regarding \\'hat i[ of
fish srand sells some caviar and suggescs rhat rhc cusco m er look at the fc r.s.
/ .<pccialit)' bre.1d on sale two stands down the hall - as th i' bread bt·ing INSEPARABILITY
It is n ot possible to separate customer, service provider
om rhe bcsr m caviar. If possiblt>, rhe fi sh s rand owner walks rhe g u est
and other customers from rhe process of service deliv
ery.
ro the bah·ry and provides rips and advice on chc way. Here, different
I HETEROGENEITY
busmesse.c; cooperate ro create extra valu e for the cu.sro m cr.s. cl lctero' means 'differen t' or 'orher'. In rdarion to ser
~l'
I E.tample prot'tded Kirsti11e
J\ta17tl Lor1h1
vices, it means that rhey vary: there is a higher or lower
degree of variation in consistency from one service en
cou n ter to another.
Reflection questions
PERISHABILITY
Services perish if rhey arc nor used by a particular time
Come up with your own exan1ples ofc ooperation between two or more - in other words, services cannot be stored for future
usc.
companies in the tourism, hospitality or spore: and event indusr ry.
What are the benefirs of this cooperac ion? \Vhat comrnunica rion takes
Effective com mu nication can help service organisations overcome
place between the organisations involved in this coo peration?
rhe challenges associ a red with rhese aspects of service. \\ wi ll discuss
11?
them belo\\ .
1.4 SERVICES AND COMMUNICATION
1.4.1 Intangibility and communication skills
Let us rake a look at •I . . . .
" 1}' commun1canon mauers ro serv1cc orgamsa-
tJons. Services are d fi d 'd d 1 Custo mers d o not m erely pu rchase services- instead, they b u y benefi ts
e nc as ee s, processes, and pe1fo rmances' (Zeid1am
? •
ctal., _Ql8) Takmgo . fd char chcv bel ieve a servicr organisation can deliver. The benefit concept
'
. · ur pomr o eparturr in this s imple d efin itio n, we
would hke to add a I . d . . . is defined as 'the encapsulatio11 oft he beuejits ofa Sf!1'1 ice offer·bzg m the con-
1
1 . nor lcr llllensJon - ofb ospitalifJ• or, a s ir i.s called 111
lc Scandmavi an rrad . . I - srmzer's mind ) (Hoffman & Bateson, 20 17).
t
• • ltlon, 10stmtmsb'f'· If you check rhr o rigin ot the
IN THE SERVICE AND EXPERIENCE INOUSTR'
BUSINESS COMMUNICATION
CHAPTER I
18
MUST HAVE SKILLS fOR SfR\i IC[ PROFES&IO MlS CHAPTER 1
19
\\"t"~rd \\til rh.liH C"~'mes thr L.-tnn~crr,rtttml (l)nlm~
's,•rpr,t''. \nu sl'c frolll
1\ "~gv d tC"~n.ln, 20 I 7). The of,, help; helpful
l'l )'llh) IC"£ llh'.llll ng '.let '-'1Sid1lCt', .1
"'r
act 111 th"~ .1 l'.lll) .1s 1200. lkmg lh·lp, cu -
w.1s Lrl'.HiHg
[l'llh'J's if r \h':tr ~'lll'sts, .llld Dl'tll~ kmd .1nd wel-
.ls llh'\' \\ l't
l .~ ~
Services or Service offerings
com in~ lhbt!-1 .111 tllu:-.r r.Hr the l''f Cl'"~mnHJnt\·.t·
llllJ'l'l't.lllCl'
~-
\\
•. • 1 t\"~\ id111~ :-;~'IYIC\'..'i, \~1lwtlwr 1.'.111 :-il'n•icl'. ore deeds, processes, and
til)ll in \\l' il .1 .1
"'I'
11l·lpful an m.1nshq\ Cl)tnllHlnicat it wtll be in- pertormonces (Ze1thorn1 el ol.,
hl'lst 'Ill
u -.. •. .......
rf} ,,..• ..._. .. ~
_._ a ,. - \J• 2018)
0
•
S1..'l \ h.uc till' dl,ll ,1\."[1?1'1!-1( ics: inL,lll~lbili-
ICl''i ... ft'llll)\\'j lh'
.,.., "-. ;:;. '-'
~,..w...,.•
I (:J • . •e:J ... ...- t\·, tll:-l'p.11.1biliry. hl'll'l\'~£l'th'll)' .1nd paish.1btliry (\~1tn7. & l.t,vclock,
20 17). t\:-; you rc.td thJ\)ugh thl' ch:H.llrl..'rt:->tics brlt'"'· pll·a~l· thmk
rh~ l'l)ll· l)f~ol'"i skilb rh-: d~lt\'l'IV of ... en
.lbt)lll Cl)lllllHtntc.Hil)ll 111 Il-l'S.
TORVEHAllERNE AND THEIR 'BUDDY' SYSTEM ~
EXAMPlE 1.2 I
INTANGIBILITY
t\ local food market in Copcnh.1gcn t .11led Tot' ehallerne h.1.s
, "
111 111
food sralls. each of'' htch ts an indl'pt•ndcnc busmess Th1..'V ha,·~..· dt :-.h.:tpc, -.iu, he 'tl's[
!\lllt:ll, (l'\,l)lJJ' l)J' clnd thth C".l11110(
\'eloped a new cool for commun icating wirh t0nwr~. called 'Buddv. cd' befnn.' .ts would a p:1ir of lwr!:i
L t l'. . ptll rh.l'>l'. you l1l'W
The purpose ts ro conncn bu smcso.,L'S and •re guesto., to bene lW a c.tr Cuswmns h,t\'l' w rdy on Sl)·calkd 'pn'~mi ... l•s'
rill' 111\
fi r CWO dtffert'llt product CJ.tcgOtll'\ 1 thl' ncr of madc b, th~..· .service org.1nrs:1rion reg.1rdmg what it l)f.
from O r I£1SL111Cl', 0 \\ :1
t~·rs
fish stand sells some wr and suggests that rhc cu sromer look at rhc
Ctl\
INSEPARABILITY
"~pcctalm· bread on sale o stand..:; dm\ n the ha ll as th is bread bt mg It 1s noL possibll' ro scpa1 att: customt:r, set ' icl' pro\ rdl·r
f\\
and Ol her CUStomers f1 0111 th1..• pnKCS\ of SCrViCe
our the best tn cavtar. Ifposstble, the ti ~h "ita nd O\\ll er walks rhe guest dclt\'-
C I \ •
rhc bakrrv and prondcs np~ and ad\lcc o n th e '' ay. Hcte, d1ffercnr
to
HETEROGENEITY
'I ktcro' 'd1ffcrcnr' or other' In rd,uion rosa
111l'.lll'>
businesses cooperate ro create extra ' aluc fo r the custom ers.
' tcc-.. 1t mc.ms th:ll rhc\' van·: there tS a higher lower
or
E.tamplt! pro111ded bJ' J\1/clna Kirstine ,
Lot'c.'1l
degree of variauon in COI1SJstcncy from One service en
COUnter ro .lnother.
Reflection questions
PERISHABILITY
Sen ices pc1tsh if they .1re not used by a parricular rime
other words, services cannot be .scored fuwrc
for
- 111
Come up wirh your own examples of coopera tt o n between o or more
t\\
usc
companies in the tounsm. hospltaltt} or spo rt a nd even t tndus trr.
What are the benefits of thts cooperation :> \X' hat con1n1unicat1o n rakes
Effecnve communicanon can hdp servrce organrsattons m·e•comc
-
place between the organisattons mvolved th ts cooperation ?
111
the chal lenges assocrared \\ 1th these aspens ofsen·tce. \\ 'c wdl d1.scuss
them below.
l .4 SERVICES AND COMMUNICATION
1. 4 .1 Intangibility and communication skills
Let us take a lo k ·h , .
0
at\\ ) comrnuntcatton matters to servtcc orga111sa- Customers do not merch pu t chase o.,cn ICes msccad. the\ bm bcnefit'i
.
ttons. Services are d fi d . • · .... h I
chat d1ev belt eve a set, 1cc orgamsanon can T he benefit concept
e ne as deeds, processes andpe1fio rmances (Ze1t am dcltn~r
et al., 20 18) Ta kin ' '
~
rc.:; defined as 'the encdpju!Ltttoll ofthc benefits o_(Lt sen•ic:e o.ffermg m tht: wn-
. ld . · g our pomr ofd eparture thts s1mple defimn on.
1 1n \\'C
\\Ou tke to add h .
sume,·'s mmd' (Hoffman & Bateson, 20 17).
rh S . . anor cr dunenston - of hosprta!tty or, as it is called
111
e candmavtan t d · · f l
ra ltlon, bostm,znship. If check the on gm o r c
}'Ou
1