Service Psychology THM 1003
Paripan Keawnet
What is the purpose of education? • Should education teach people – WHAT to think? – HOW to think?
Critical Thinking Meaning of Service Psychology Meaning of Psychology Meaning of Service Service Psychology is ?????
Psychology • From two Greek words: – Psyche meaning “mind” – Logos meaning “word”
• Employs Scientific Method • Requires Critical thinking skills
Psychology is the scientific study of behavior and mental processes
Goals of Psychology
• Describe • Explain • Predict • Change
Psychological Theory • What is your belief about human nature? • What are your assumptions about unconscious/conscious, human development, learning and socialization? • What is your understanding about time orientation? • What is your belief about the process of change and free will? • What is your belief about the role of the helper?
Perspectives • Psychoanalytic/psychodynamic – Freud, Jung, Adler, Horney
• Behaviorism – Pavlov, Thorndike, Watson, Skinner
• Humanistic psychology – Rogers, Maslow
• Cognitive psychology – Piaget, Ellis, Bandura, Sternberg, Gardner
Meaning of Service • Services are deeds, processes and performance • Intangible, but may have a tangible component • Generally produced and consumed at the same time • Need to distinguish between SERVICE and CUSTOMER SERVICE
Service Defined……… • “ Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of any thing. It’s production my or not be tied to a physical Product” Philip Kotler and Bloom
Example Service industry • Health Care – hospital, medical practice, dentistry, eye care
• Professional Services – accounting, legal, architectural
• Financial Services – banking, investment advising, insurance
• Hospitality – restaurant, hotel/motel, bed & breakfast, – ski resort, rafting
• Travel – airlines, travel agencies, theme park
• Others: – hair styling, pest control, plumbing, lawn maintenance, counseling services, health club
Differences Between Goods and Services 1. 2. 3. 4. 5.
Intangibility Heterogeneity Perish ability Non-ownership Variability or Heterogeneity ( Labour Intensive)
Differences Between Goods and Services 6. Quality of service requires physical elements . 7. Simultaneous production and Consumption of service or Inseparability between Production Process and Consumption Process
Implications of Intangibility Services cannot be inventoried Services cannot be patented Services cannot be readily displayed or communicated Pricing is difficult
Tangibility Spectrum
Implications of Heterogeneity Service delivery and customer satisfaction depend on employee actions Service quality depends on many uncontrollable factors There is no sure knowledge that the service delivered matches what was planned and promoted
Implications of Perish ability ďƒź It is difficult to synchronize supply and demand with services ďƒź Services cannot be returned or resold
Implications Simultaneous Production and Consumption Customers participate in and affect the transaction Customers affect each other Employees affect the service outcome Decentralization may be essential Mass production is difficult
Service Psychology • Service Psychology is ………. The study of human behavior , with the purpose to allow an understanding of the nature of the behavioral aspects the causes of those behaviors to predict Maintain and change behavior accordingly.
Why We Use Psychology in Service • The importance for the provider 1. Help the provider understand self serving 2. Help the provider understand client 3. Help to understand the value and importance of the client and the service is excellent.
The importance for head of service department 1. Help to understand the value and importance of the client and the service is excellent. 2. Help predict the behavior of the clients correctly and more accurate . 3. Help to know the importance of service ( Loyal Customer)
The importance for head of service department 4. Help create an efficient service 5. Help analyze advantage disadvantage , and the problem of service.
Human Behavior
Model of Human Behavior
Biological factors 1. Heredity 2. The function of the body 3. Endocrine System
Endocrine System
Endocrine Sytem
Psychological factors 1. Motivation
2. Learning
Why We Use Psychology in Service 1. Help the provider understand self serving Help to understand their potential Of own property Strengths, weaknesses , and can use their potential to the full. Improve weaknesses and resolve the issue . creativity And self-development
Why We Use Psychology in Service 2. Help the provider understand client. Behavior of the clients are diverse in terms of the needs , expectations and behavior. Knowledge of psychology will help practitioners , service providers can analyze the causes of those behaviors . The forecast demand and expectations of the clients properly. Supremely satisfying And tackle the problems that will arise.
Why We Use Psychology in Service 3. Help to understand the value and importance of the client and the service is excellent. Knowledge of psychological help service providers understand the importance and be ware that clients are clients of the agency. Which gives the worker a job. As long as provider to create the highest satisfaction to the clients as well. It also helps to understand the behavior of consumers are