Interrelated role played by Marketing, Operations & Human Resources Functions

It has been believed the marketers engaged in the services business couldn’t accomplish the core objectives of its companies without assistance of managers responsible for the execution of other functions. Most precisely, it has been determined that three management functions (marketing, operations and human resources) always play major and interrelated roles especially in designing and delivering services that would enable these companies in meeting their customers’ needs (Glynn & Barnes, 1995). In short, it has been understood that there is a clear interdependence exists between all of three functions in regard to satisfying the specified company’s customers’ needs. Importantly, the companies’ top management always required to ensure that all managers and employees working in all three given functions are not operating in departmental silos (Nankervis, 2005).

Table of Contents

• 1. Introduction
• 2. Significance of Each Function in the Service Designing & Delivery
  • 2.1. Marketing Function
  • 2.2. Operations Function
  • 2.3. Human Resource Function

Objectives and Key Themes

This paper aims to examine the interconnected roles played by marketing, operations, and human resources functions in service businesses. It explores how these three functions work together to design and deliver services that meet customer needs, achieve business objectives, and foster competitive advantage.

• The interdependence of marketing, operations, and human resources in service design and delivery.
• The specific contributions of each function to the service process.
• The challenges and opportunities of managing these functions effectively.
• The importance of employee engagement and empowerment in service businesses.
• The role of technology in service delivery and its impact on the three functions.

Chapter Summaries

1. Introduction

This introductory chapter sets the stage for the paper by highlighting the importance of interdepartmental collaboration in service businesses. It argues that marketing, operations, and human resources are crucial to effectively designing and delivering services that meet customer needs.

2. Significance of Each Function in the Service Designing & Delivery

2.1. Marketing Function

This section explores the role of marketing in the service industry, emphasizing its unique characteristics compared to manufacturing. It describes how marketing functions are involved in market research, customer needs analysis, competitive monitoring, service design, pricing strategies, and communication campaigns.

2.2. Operations Function

Here, the paper focuses on the operations function's key responsibilities in service businesses, including resource procurement, equipment maintenance, capacity management, and efficient transformation of inputs into outputs. It discusses the challenges of service recovery and the importance of operational efficiency in achieving profitability.

2.3. Human Resource Function

This chapter delves into the human resource function's importance in service businesses, outlining its four main areas: work systems, human resource flow, compensation systems, and employee influence. The authors emphasize the significance of employee commitment and engagement in creating a competitive edge, particularly in high-contact services.

Keywords

This paper explores the interconnected roles of marketing, operations, and human resources in service businesses. It highlights the importance of collaboration, customer needs analysis, service design, employee engagement, and operational efficiency in achieving business success. It also considers the impact of technology and the evolving nature of employee influence in the service industry.

Details

• Hochschule: University of Warwick
• Veranstaltung: Services Marketing
• Note: B-
• Autor: Junaid Javaid (Autor:in)
• Erscheinungsjahr: 2014
• Seiten: 10
• Katalognummer: V280855
• ISBN (eBook): 9783656748847
• ISBN (Buch): 9783656748014
• Sprache: Englisch
• Schlagworte: interrelated marketing operations human resources functions