Service PsychologyTHM 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 essentiallyintangible 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. Intangibility2. Heterogeneity3. Perish ability4. Non-ownership5. 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

It is difficult to synchronize supply and demand with services

Services cannot be returned or resold

Implications Simultaneous Production and Consumption

Customers participate in and affect the transaction

Customers affect each otherEmployees affect the service outcomeDecentralization may be essentialMass 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 client3. 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 sensitive .