营销书后案例答案1.docx

营销书后案例答案1.docx

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营销书后案例答案1

CASE1

TEACHINGNOTES

EMMY'SANDMADDY'SFIRSTSERVICEENCOUNTER

QUESTIONS:

1.Developamolecularmodelforthishospital.

Ingeneral,thecorebenefitthehospitaloffersishealthcare.Thetangibleandintangiblecomponentsoftheexperiencethatspin-offfromthecentermayincludethevariousdepartments,variouspersonnel,equipmentandsupplies,etc.

2.UsingtheServuctionmodelasapointofreference,categorizethefactorsthatinfluencedthisserviceencounter.（TypicalresponsesshouldbesimilartothoseprovidedinExhibitI）.

Emmy'sandMaddy'sfirstserviceexperiencehighlightssomeofthebasicdifferencesbetweentheproductionanddeliveryofgoodsversusthatofservices.Incontrasttogoods,servicesdeliverabundleofbenefitstotheconsumerthroughtheexperiencethatiscreatedfortheconsumer.Mostconsumersofgoodsneverseetheinsideofthefactorywheretheirgoodsareproduced.Incontrast,consumersofhealthcareservicesarephysicallypresentwithintheproductionfactory.Asaresult,patientsdointeractwithpersonnelwhoperformtheserviceandareinfluencedbythephysicalaspectsofthesurroundingenvironment.

OnesimplebutpowerfulmodelwhichillustratesfactorswhichinfluencetheserviceexperienceisTheServuctionModel.TheServuctionmodeliscomprisedoftwoparts:

thatwhichisvisibletothepatientandthatwhichisnot.ThevisiblepartoftheServuctionmodelconsistsofthreeparts:

theinanimateenvironment,thecontactpersonnel/serviceprovider,andotherpatients.Theinvisiblecomponentofthemodelconsistsoftheinvisibleorganizationandsystems.

TheInanimateEnvironment

Theinanimateenvironmentconsistsofallthenonlivingfeaturesthatarepresentduringtheserviceencounter.Sincehealthcareservicesareintangible,theycannotbeobjectivelyevaluatedlikegoods.Hence,intheabsenceofatangibleproduct,patientslookfortangiblecluesthatsurroundtheservicetobaseserviceperformanceevaluations.Thephysicalappearanceofthehospital,its'grounds,hallways,elevators,stairwells,patientrooms,publicrestrooms,andfoodfacilitiesenterintothepatient'sperceptionofthehospital'soverallperformance.

ContactPersonnel/ServiceProviders

Unliketheconsumptionofgoods,theconsumptionofservicesoftentakesplacewithinthe"servicefactory."Theinteractionbetweenpatientsandstaffcanbetermed"criticalincidents"or"momentsoftruth"andrepresentthegreatestopportunitiesforgainsorlossesintermsofinfluencingpatientservicequalityperceptions.Duetothelackofseparationbetweenpatientsandproviders,providersmustpossessinterpersonalskillsinadditiontothetechnicalskills.Unfortunately,duetothedemandsofthejob,mostemployeesreceivethetechnicaltraining,whiletraininginpatientrelationsistreatedassecondaryoras"fluff.".

OtherPatients

ThevisibleportionofTheServuctionModeliscompletedwiththeintroductionof"PatientA"and"PatientB."PatientAistherecipientofthebundleofbenefitsthatiscreatedthroughtheserviceexperience.PatientBreferstootherpatientswhoarepartofPatientA'sexperienceandwhocandramaticallyimpactPatientA'sexperience.EmergencyRoomwaitingareasandsemi-privateroomsprovideampleevidenceofjusthowlargeanimpact,bothpositiveandnegative,patientscanhaveononeanother.

InvisibleOrganizationandSystems

ThevisiblecomponentsoftheServuctionModelaresupportedbytheinvisibleorganizationandsystems.Theinvisibleorganizationandsystemsreflecttherules,regulations,andprocessesuponwhichtheorganizationisbased,therefore,theimpactuponpatientscanbeveryprofound.Theinvisibleorganizationandsystemsdeterminefactorssuchas:

informationformsneededtobecompletedbypatients,thenumberofstaffscheduledforeachshift,andthepoliciesoftheorganizationregardinganythingfromthenumberofvisitorstodischargeprocedures.

2b（optional）.AnotherveryusefulexerciseistointerpretthesignalssenttothefamilybythefactorswhichcomprisetheServuctionModel.Askparticipantstoplacethemselves"intheshoes"oftheparentsofEmmyandMaddy.Howwouldyouinterpreteachofthefactorswhichwereclassifiedinquestion#1.（Thefamily'sactualreactionsaredescribedinExhibitII）.

3.Howdotheconceptsofintangibility,inseparability,heterogeneity,andperishabilityapplytothiscase?

Obviously,heathcareisanintangibleproductthatisassociatedwithquiteabitoftangibleevidence.Manypatientsfeeltheylacktheexpertisetomakeobjectiveevaluationsconcerningtheirqualityofcare;therefore,qualityofcareperceptionsareoftenbasedonthetangibleevidencesurroundingtheservice.Theeffectsofinseparabilityarealsoevident.Inordertobetherecipientofhealthcare,thepatientsandtheirfamilymemberswereanintegralpartoftheserviceproductionprocessduetotheirlocationwithintheserviceproductionfacility.Heterogeneityisevidentinthevariationofcareprovidedonaday-to-day,shift-to-shift,orhour-to-hourbasis.Perishabilityisalsoevident.Therewereonlysomanyhealthcareproviderswhocouldtendtopatientsinneedofcare..Hence,anendlesssupplyofservicedidnotexistandthesupplyofserviceavailabledidnotalwaysmatchdemand.

4.Discusscorrectiveactionsthatneedtobetakentoensuretatsubsequentencountersrunmoresmoothly.（Discussionwillmostlikelybecenteredaroundtrainingissuesandtheimportanceofeachindividualinthepatient'soverallserviceevaluation.Itishopedthatthiscaseassistspersonnelinlookingatthe"bigpicture"insteadofjusttheirownareas.Ultimately,everyoneisresponsibleforpatientperceptionsofservicequality）.

SuggestedSolutions

ThePowerofPersonalTouchesOneoftheprimaryobjectivesofeveryhospitalshouldbetodeterminestrategieswhichreducetheanxietyandincreasetheindividualityassociatedwiththehospitalexperience.ThepinkribbonsthatwereplacedinEmmyandMaddy'shair,thestickersandsignsofencouragementthatwereattachedtotheincubators,andthehomemadepatchquiltsthatweregiventothegirlsbythelocalsewingclubhumanizedthetubesandthemachineryandsentthemessagethatthegirlswerespecialandloved.Asparents,thepersonaltouchesalsoreducedouranxietyduringthetimeswhenwewerenotatthehospital...surely,ifthestaffcaredenoughaboutthetwinstoexhibitsomanypersonaltouches,thequalityofcarewouldbeconsistentwiththeseactions.

SelectionandTrainingofContactPersonnelSincehealthcareisapeoplebusiness,itneedstoemploypersonnelwhoreallyenjoybeingaroundothers.Hiringpersonnelwithcompetenttechnicalskillsisaonlyabeginning.Personnelwithtechnicalandinterpersonalskillsputsthehospitaloverthetopanddifferentiatesitfromitscompetitors.

Theneedforcontinuallyeducatingpersonnelisalsoevident.Theorderlywhoremarkedthatthebabieswouldnotlive,andthenursewhoaskedifweweregoingtotakethebabiestoanotherhospitalareexamplesofpersonnelwhowereunfamiliarwiththecapabilitiesoftheirownhospital.Theseremarksnotonlyneedlesslyincreasedouranxiety,butalsodecreasedourfaithinthehospital'sabilities.

Continualtrainingisneedednotonlytoeducatepersonnelbutalsotoremindpersonnelthatalthoughcomingtoworkmaybeadailyroutineforthem,atriptothehospitalformanypatientsisfarfromordinary.Thesecurityguardwhowasmoreconcernedwiththepositionofthecarandtalkingtohisbuddy,thanwhythepeopleinthecarhaddroveuptotheemergencyentranceinthefirstplacewasmindboggling.Withtheexceptionofourinitialphonecalltothehospital,thesecurityguardexperiencewasourfirstimpressionasweenteredthehospital.Theactionsofthesecurityguard,theorderly'sremarks,andtheinexperiencedresidentsetthetoneforthatfirstday'sexperience.

FamilyandFriendsasPartialEmployeesDuetotheunpredictabilityofconsumerdemandinmostservices,theonlytimesupplymatchesdemandisbyaccident.Hence,realistically,patientneedsarenotalwaysgoingtobesatisfiedattheexacttimewhenthepatientneedoccurs.Moreover,patientfamilyandfriendsareoftenatalossregardinghowtheycanmakeacontributiontothepatient'srecoveryefforts.Idlefriendsandfamilycombinedwiththeconstraintsplacedonstaffoftenresultsinconfrontationandpatientdissatisfaction.

Onesolutiontothisproblemistoviewpatientfriendsandfamilyaspartialemployees.Byempoweringfamilyandfriendstoconductbasictaskssuchasaccesstotheicemachine,bedding,towels,andlightrefreshmentssuchasjuices,familyandfriendsbecomepartialemployeesofthehospitalandcanprovidebasicservicestopatientswhenneeded.Ultimately,partialemployeesincreasethesupplyofserviceavailabletoallpatients,sincethestaffhasadditionaltimethatwasoncededicatedtoprovidingbasicservices.Furthermore,familyandfriends,aspartialemployees,aregivenasenseofcontrolthatisotherwisefrequentlymissingforthemthroughoutthepatient'shospitalexperience.AsEmmyandMaddy'sparents,ourinvolvementintheNICUandtheGrowerRoomgaveussomesenseofmakingameaningfulcontribution,whileitprovidedthestaffadditionaltimetoattendtootherduties.

TheRecognitionof"OnStage"and"Backstage"AreasDuetothepatient'spresenceintheservicedeliveryprocess,employeejobsatisfaction/dissatisfactionisvisibletopatientsanddirectlyrelatedtopatientperceptionsofthequalityofserviceprovided.Thehospitalsettingshouldbeviewedas"onstage"and"backstage.""Onstage"occurswhenprov