Documente Academic
Documente Profesional
Documente Cultură
Learning Objectives
Understanding the managerial implications of the distinctive characteristics of a service operation. Describing a service using the four dimensions of the service package. Insights gained from strategic classifications of services. Challenges for management of service enterprises.
100% 75 50 25 0 25 50 75 100% Self-service gasoline. Personal computer Office copier. Fast-food restaurant Gourmet restaurant Auto repair Airline flight. Haircut.
Service/Product Bundle
Element
Business
Core Service Example Business hotel Room for the night Bath robe In house restaurant Airport shuttle
Core
Peripheral Goods
Low
High
Contact Personnel or Service Provider Visible Bundle of Service Benefits Received By Customer A
Customer B
Invisible
Intangibility: creative advertising, no patient protection, importance of reputation Perishability: cannot inventory, opportunity loss of idle capacity, need to match supply with demand Heterogeneity: customer participation in delivery process results in variability Simultaneity: opportunities for personal selling, interaction creates customer perceptions of quality Site Location: dictated by your customers Customer Participation in the Service Process: attention to facility design but opportunities for coproduction Difficulty in measuring quality of output:
Tangible actions
Peoples minds:
Education
Intangible assets:
Banking Legal services Accounting Securities Insurance
Intangible actions
College enrollment Banking American Automobile association Long-distance phone calls Theater series subscription
Discrete transactions
Commuter ticket or transit pass Sams Wholesale Club Egghead computer software
High
Beautician Plumber Gourmet restaurant Telephone service Hotel services Public transportation Routine appliance repair Movie theater Spectator sports Fast-food restaurant
Low
Narrow
Services similar to those above but with insufficient capacity for their base level of business
Multiple site
Bus service
Barbershop
Lawn care service Pest control service Taxi
Fast-food chain
Mail delivery AAA emergency repairs
Customer and service organization transact at arms length (mail or electronic communications)
Broadcast network
Telephone company
departures ( output)
Criteria Measurement
Service operations manager Production function: Alter Monitor and control process Schedule demand Marketing function: supply Interact with consumers Control demand Modify as necessary Define standard Service package Supporting facility Facilitating goods Explicit services Implicit services
Communicate by advertising
Basis of selection
What are the characteristics of services that will be most appropriate for Internet delivery? Which are not? Illustrate the distinctive characteristics of service operations for a service you are familiar with. What are some management problems associated with allowing service employees to exercise judgement in meeting customer needs? Comment on why hospitals, given they are so laborintensive, are classified as a service shop? What factors are important for a manager to consider when attempting to enhance a service firms image?