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Organizational culture of the enterprise of sphere of services

— specific, characteristic for the given company system of communications, interactions and the relations which are carried out within the limits of concrete enterprise activity, a method of statement and the business management, promoting increase of image and efficiency of activity of the service enterprise.
In mutual relations of the businessman and the client the businessman concerns a category of the active subject, and the passive role is peculiar to the client, first of all. At the analysis of the parties of these mutual relations the client executes a role of the indicator of enterprise process as all that makes a subject of activity of the businessman, has the right to realisation in case of a positive expert judgement of service by the client. (59). Such estimation is carried out by the client and acts as readiness last to take advantage of service or not. The businessman at planning and the organisation of the activity cannot ignore mood at all, desires, expectation and an estimation of the client. The businessman in the conditions of market system of relations does not have other way of effect on the client, except how to act in a unison with its interests. However such situation at all does not mean, that the businessman is obliged to act only in strict conformity with already revealed interests of the client. The businessman can form demand of the consumer, create new consumer requirements (who from clients assumed to pierce a navel when there was no yet such service how piercing?). For demand increase, it is necessary for enterprises of sphere of services to pay attention to properties of represented services. Each consumer considers any service as a certain set of properties. 457 clients of the enterprises of sphere of services (the appendix 5) are interrogated and revealed, that they consider as the basic moments supplying satisfaction from granted services, the following: • Quality and range of services — quality of process of service has for the consumer significance not smaller, than service in itself; • Skills of interpersonal dialogue of staff have special significance for the services characterised by high degree of contact to the client; • Reliability — the greatest concern causes ability as promised in clients, it is accurate and reliable to execute service; • Warranties — aware and polite employees who instal trust; • Responsiveness and responsibility — fast service and desire to help; • Empathy - individual careful attention and the sympathetic relation; • External factors - a premise and the equipment, the tightened employees. Attention to quality and diversifikatsii services, distribution Small, but the high-efficiency enterprises of sphere of the services using new technologies, introducing the modern equipment and materials, possibility grants businessmen to be guided by the client. Hence, if from the point of view of a social production the businessman acts in a role of the active subject from the point of view of the most enterprise process, its contents and efficiency the active role is played by the client, and the businessman cannot ignore this fact, To it just and position about two methods of the organisation of enterprise activity — on a basis is reduced The revealed interest of the consumer or on the basis of "imposing" to it of new service.
Thus, as a problem of the businessman necessity to "win" the client acts, to create a circle of own clientele. For this purpose such important ability, as management of expectations of clients is necessary. The perception of the client is the determinative forming its point of view on quality of received service. The basic sign of well developed strategy is not only qualitative fulfilment of service, but also attention paying to such important factor, as qualitative service. Hence, on satisfaction of the client consumer services establishment visiting, for example, hairdresser's showroom, how the client - the service consumer - will evaluate both quality of service, and quality of service (fig. 2.1.4) will influence not only atmosphere and a showroom interior, but also. Fig. 2.1.4. The client as the consumer of personal services Environment and conditions in which services are rendered, can be vital from the point of view of creation of the first impressions and expectations of the client which in turn, define degree Satisfactions the acquired services. F.Kotler and other authors assert, that the atmosphere surrounding the client, influences its behaviour. In a choice and the subsequent visiting the client meaningly or neosoznanno marks about itself following moments: whether reflects appearance of the company the nature of rendered services, what atmosphere inside as employees behave The person, directly rendering services, is a key connecting link between the client whom it serves, and the businessman whom it represents. For the client such employees are an actual, tangible part of acquired service. Their possibilities and desire to satisfy inquiries of clients, their appearance and behaviour - all it plays the important role in maintenance of qualitative servicing. The employees directly communicating with clients, define the future - competitiveness of the enterprise. They can become the reason of that clients will come in the company or already never will return. In this connection to workers of the given sphere more than to somebody to other, it is important to support contacts to the clients as people purchase mutual relations more often. The created high culture of service by itself pulls clients to return. It is necessary to develop and realise the program of dialogue with clients. It is possible to consider it as investments in the future profits. Sights of the manufacturer and the client at an end result, on quality of the rendered service can differ hardly. Therefore comparison of impressions and expectations of the consumer vital. It is necessary to define, whether there is a rupture between expectations of the client and opinion of the company on these sensations? We offer the scheme of revealing of effective activity of hairdresser's showroom (fig. 2.1.5) according to which there are some contradictions at service rendering between executors and consumers concerning expectations and perception of quality. Fig. 2.1.5. The scheme of activity of consumer services establishments As show numerous researches of domestic and foreign scientists, now quality plays important (if not predominating) a role. For the modern market the stable rising tendency of not price forms of a competitiveness, especially a quality competitiveness is characteristic. In the modern literature and practice there are various treatments of concept of quality. The international organisation on standardization (International Standard Organization) defines quality as set of properties and characteristics of service which give them ability to satisfy the caused or prospective requirements (117). The definition of quality Most comprehensive, in our opinion, is given by domestic experts JI.E. Basovsky and V.B.Protasevym which believe, that quality is a satisfaction or excess of requests of consumers under such price, which they presume, and when they require your item or your service (117. With, 79). Proceeding from the resulted definition, it is possible to assert, that quality of service is a set of its properties reflecting level of fulfilment of functions on creation, restoration or change potrebitelnyh costs and defining possibility to satisfy individual inquiries of the concrete consumer. The cores composed qualities of service are quality of its fulfilment (quality of model; quality of materials, the equipment and tools, quality of work) and quality of service of the consumer (terms of fulfilment, an expense of time for service reception, integrated approach of service, culture of service) (132. With. 125). The nature of services, their key properties and characteristics make definition of what to consider as quality. Quality of service — the quality of activity taken together with quality of result. Quality finds the reflexion in how meet the client as with it communicate, in productivity, design, in all organizational culture and structure. Quality of a personal service, on an example of hairdresser's showrooms should be considered in three aspects. (117. With. 137). The first aspect of quality - quality of conformity organizational-specifications, that is degree, in which services correspond to its internal specifications, such as range of services, quantity of employees, quality of works executed by them, the equipment, appearance of premises, specialisation and qualification of structure of staff of the enterprise of sphere of services, etc. the Second aspect - range and quality of realised programs of the enterprise of personal services in work with the population (programs on increase of a degree of service, on skill to communicate increase etc.) . The third aspect - degree in which functioning of services is satisfied with requirements of clients. The first and second aspects of quality of services are in details developed and widely shined in works of domestic and foreign scientists. They have found reflexion in special standards (the equipment, cosmetic preparations, technology of services, standards of preparation of experts, measurements of a physical condition of the person, etc.), norms, rules, positions, instructions, etc. In this connection the chief should be able to operate expectations of clients and to guarantee qualification of masters and their ability to communicate with clients, and also creation of engaging atmosphere of the service enterprise. Thus, the human factor of postindustrial development of sphere of the services, functioning on the basis of personal qualities of the worker and ability to work, acts in the form of the cumulative worker of sphere of services. The cumulative worker of the enterprise of sphere of services, being the form of existence of the human factor, acts, on the one hand, as an element of productive forces, and with other, as the subject of relations of production, including relations with the client. The cumulative worker of a small enterprise of sphere of services, being the major element of development of productive forces, always has the concrete social and economic contents which is defined by economic relations. The concept of the human factor yet has not found accurate borders - a little complete methods of its measurement are not produced also. It is possible to consider as attempt of the decision of this question allocation of conditions of formation of the human factor and working out of a technique of an estimation of efficiency of activity of the enterprise of sphere of services as the human factor is considered as the factor of maintenance of competitiveness of the enterprise.
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A source: Demchuk Olga Nikolaevna. The impact of the human factor on the performance of enterprises in the service sector. Dis. Cand. econ of science. 2004

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