Summary of the Case:

A final year business student of Mumbai is Jia Jaiwanti. Having got up late in the morning due to late night study she hurried to her college skipping her usual cereal bowl. But there was a hope to have breakfast with burger at college. While going outside she picked up her umbrella as she heard the FM news on weather which was going to turn so bad soon. Then she moved to her college standing on the college bus as it was full. Reaching there she hurriedly headed to the food stand of college but there was no food for her except coffee. Being frustrated she headed to class but was unable to pay attention to lecture. The class was so boring and she felt sleepy. She thought if entire course material was transmitted over the recorded or web, so that student could learn at leisure or from abroad. After class session, she and her friends ate lunch at the recently modernized canteen, which was very gloomy and nasty. This new modernized food court was offered various types of food. After lunch, Jia stopped at an ATM, inserted her card and withdraw money. For her next class preparation, she ran across rain-soaked courtyard. After completion her class she headed to visit to hairdresser and she was satisfied with their services. When rain stopped, she was picking up clothes from the cleaners. But services from cleaners she disliked very much. After completion of activities she returned to home. She collected mail from mail box and resolve that. Eventually when she sought to arrange her meal, she didnt find each elements to cook. At the end she decided to make salad and call for a large pizza.It was the story of the business student Jia Jaiwanti.

STUDY QUESTIONS 1. Identify each of the services that Jia had used or was planning to use. Categorize them according to the nature of the respective underlying processes. Services that Jia used and planning to useNo. Services 1. Bus service 2. FM program 3. Digital class 4. ATM card 5. 6. 7. 8. 9. Hair dressing Dry cleaning store Credit card Home delivery of pizza Mail box

Category of services Transportation Information Technology Monetary and security Health and beauty Laundry service Monetary and security Food service Information

2. What needs is she attempting to satisfy in services involve (a) self-service, (b) some production process, (c) dependence on the potential for self-service, and what would supplier? Numbers Services 1. Bus service 2. 3. 4. 5. FM program Digital class ATM card Hair dressing

each instance? What proportions of these degree of customer involvement with the service provider. Where do you find more be the implications for a customer and a

6.

Dry cleaning store

7. 8.

Credit card Home delivery of pizza

9.

Mail box

Degree Service Involvement Dependence on the service provider Dependence on the service provider Self service Dependence on the service provider Some degree of customer involvement with the production process Some degree of customer involvement with the production process Dependence on the service provider Self service Some degree of customer involvement with the production process Self service

3. What similarities and differences could you find between the dry-cleaning store and the hair salon? What could each learn by studying the other? The similarities between the dry-cleaning store and hair salon are depicted below: The quality of work or performances of both stores (the dry -cleaning store and hair salon) is quite good. The first interaction of Jia Jaiwanti with both stores was not good enough. She was kept waiting for 20 minutes at the hair salon and found violation of promise at the dry cleaning store by not providing her suit at the right time which was very important for her interview. Another important similarity is that both of the stores are service providers to her (Jia Jaiwanti). The differences between the dry -cleaning store and hair salon are also depicted below: The hair salon store was looking good, it was well decorated and well groomed.

On the other hand, the dry -cleaning store was gloomy, badly colored and was causing for odor pollution which was unbearable to her. The employees of the hair salon store were much friendly and co operative. On the other hand, the employees of the dry -cleaning store were unfriendly and less cooperative. The hair salon store required high degree of involvement of Jia Jaiwanti. On the other hand, the dry -cleaning store requires relatively less degree of involvement of Jia Jaiwanti. Proper assistance from the hair salon store was given in the service process. On the contrary, almost no assistance was given from the dry- cleaner store. The hair salon store was not at a very convenient place where the dry- cleaner store was in a very convenient place.

Learning for hair salon store: The hair salon should learn mostly from the mistakes made by the dry- cleaner store. The store needs to bring about efficiency in its service process so that the waiting period will be diminished. Learning for dry -cleaning store: The dry- cleaner store needs to be more conscious about the importance of the store decoration and about its beautification. It should focus on proper employee training and motivation so that they will be able to behave in a good and cooperative manner with the employees. Needs to ensure the proper assistance from the employees. Needs to get consumer involve in the service process.