AN ASSESMENT OF THE BOUNDARY UNIT SERVICES PERSONNAL AS EMOTIONAL LABOURERS IN REACHING A SUPERIOR RELATIONAL QUALITY IN SERVICE BUSINESS

Yıl 2009, Cilt: 9 Sayı: 4, 1193 - 1211, 01.11.2009

Arzu Şengül

Öz

Most service provision takes place within the context of a social relationship between customers and front-desk-services personnel in a firm, and especially in services where the interaction between these two sides is high, the level of relational quality is a major factor for customer satisfaction. Therefore, it is highly important to consider and train the personnel employed in the boundary where the service is provided by a firm and received by customers as emotional labourers, to improve relational quality of the service as a relational marketing strategy, and to employ appropriate methods on this head to enable a firm gain a competitive edge in the market through the use of such intangible tools

Anahtar Kelimeler

Relational Quality, Emotional Labourer, Front Desk Service Personnel

HİZMET İŞLETMELERİNDE YÜKSEK İLİŞKİ KALİTESİNE ULAŞILMASINDA SINIR BİRİM İŞGÖRENLERİNİN DUYGU İŞÇİSİ OLARAK DEĞERLENDİRİLMESİ

Öz

Çoğu hizmetler, doğrudan müşteri ile sınır birimde hizmet veren işletme personeli arasındaki sosyal davranışların bir sonucu olmakta, dolayısıyla müşteri ve işgören etkileşiminin yüksek olduğu hizmetlerde ilişki kalitesi, müşteri tatmini için temel bir faktör olmaktadır. Bu nedenle hizmet işletmelerinde elle tutulamayan, gözle görülemeyen bir rekabet aracı olarak ilişki kalitesinin iyileştirilmesi, ilişkisel pazarlama anlayışından başlamak üzere, uygun yönetim tekniklerinin devreye sokulması ve sınır birimde istihdam edilecek kişilerin duygusal emek çerçevesinde duygu işçisi olarak değerlendirilmesi önem kazanmaktadır

Anahtar Kelimeler

İlişki Kalitesi, Duygu İşçisi, Sınır Birim İşgöreni

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