Customer service providers are often exposed to ethical dilemmas. Moral dilemmas in customer service departments are common because it is a boundary role. As a boundary role, it aims to address the interests of both clients and the organization (Yagil & Shultz, 2017). Norms and practices, especially, of service providers are a reflection of the ethics and values of the organization. Therefore, the display and tolerance of specific practices convey volumes of the ethical standards tolerated in an organization (Lucas, 2012) . This paper discusses a case of a moral dilemma in a hospital reception by evaluating the related circumstances and resulting actions.
As the homeless patient, I would feel belittled, discriminated, and undermined. This is because they have indicated that status and appearance factored the reason for the inadequate assistance. I think I would feel belittled most especially because someone without any visible injuries is getting more attention compared to me and I need priority. I would feel the hospital was discriminative against the marginalized group and definitely would develop an adverse attitude towards their services. Generally, I would also be agitated by the rude treatment from the receptionist.
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As a receptionist, profiling is critical as it determines the approach with which I address different circumstances at the workplace. Most people with similar characteristics to the homeless man are usually problematic. They cause unrest and havoc at the hospital through the noise, odor and rowdy behavior. First, I was not friendly to the customer because usually when I entertain such individuals, they end up causing a disturbance at the reception area with numerous questions. On the other hand, the lady who walked in was composed and presentable. Her presentation prepared me to formally and politely address her as I attended to them. Therefore, I think I used different standards of service for the two patients because of their appearance, which I used to profile them as different standard patients. However, all customers should be accorded equal attention and importance regardless of their differences (Ford, 1996).
This approach is not appropriate in the customer service because it depends on the stereotypical judgment which is biased. My strategy involved profiling of both patients by the poor understanding of their general appearance. Because the view of customers based on their appearance is biased and dependent on personal values, this service approach is not ideal especially for an inclusive institution such as the hospital. Because the hospital is a public institution, any member of the public ought to be treated with equal respect and attention.
In this situation, I should have warmly and respectfully attended to both patients regardless of their appearances and statuses because the objective of the hospital is to provide equal health care for all. Considering the institution's values and goals, I ought to have treated both patients as equals. I could have shortly engaged the homeless man by inquiring where, how, and when he had injured his hand. Additionally, I should have offered to help fill out his documents considering that his hand was injured. Moreover, I should have given him the priority to answer his inquiries because he had arrived before the other woman. Nevertheless, I should have treated the woman with the same warmth and kindness regardless of her appearance because she was a customer just like any other.
Waiting patients may have been displeased and dissatisfied with my service delivery precisely because it seemed biased and discriminative. They might have questioned the overall quality of services offered at the hospital because of my rude behavior. First, they will develop the fear of being treated with similar prejudice hence their loss of confidence in the hospital services. Some outspoken patients might have spoken against the unfairness. Others might have been so agitated that they opted to seek medical attention elsewhere where patients were treated with equity and respect regardless of their status and appearances. Some might have reported the incidence to management or may have given negative feedback regarding the hospital services because of my behavior. Agitated patients might have expressed their dissatisfaction online through poor reviews. Generally, the waiting patients would be displeased and disinterested in seeking further attention from the premises.
The most likely impact of bad customer service is the loss of potential and existing customers and a bad reputation (Yagil & Shultz, 2017). Poor reviews and negative word of mouth reduces the hospital’s ability to attract new customers. Once customers witness such treatment of other customers, they are bound to be displeased. Consequently, some waiting patients may opt to seek medical attention elsewhere. In such a scenario, customers, through word of mouth will provide negative feedback to other individuals who might have been potential customers. Through word of mouth, the reputation of the hospital is bound to deteriorate as customers perceive their services as inadequate.
Conclusively, personal and organizational values generate ethical dilemmas in the service context. The circumstances of the above case study indicate one which the individual values of the receptionist conflict with those of the hospital. Equal treatment of all clients of an organization is a crucial element of organizational success. Therefore, a poor ethical decision or action by a customer service provider can cost the entire organization significantly. Consequently, it is only crucial that customer care providers are not only fair but ethical in their actions and practices. It is vital that further research is conducted to boost awareness of unethical practices and their impacts on the organization (Ford, 1996). Moreover, it is crucial to evaluate the means through which unethical service practices have been established and executed and how they can be potentially corrected.
References
Ford, W. S. Z. (1996). Ethics in Customer Service: Critical Review and Research Agenda. Electronic Journal of Communication/La Revue Electronique de Communication , 6 (4),
Yagil, D., & Shultz, T. (2017). Service with a conscience: moral dilemmas in customer service roles. Journal of Service Theory and Practice , 27 (3), 689-711.
Lucas, R. W. (2012). Customer service: Skills for success . McGraw-Hill.
