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Chapter 5
McGraw-Hill/Irwin
Chapter 5: Outline
Defining Service Service Guarantees/service recovery The Service-Product Bundle Cycle of Service Customer Contact Service Matrix Service/Profit Chain
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Services in Europe
The Service Sector accounts for about 70 percent of the European economy.
Source: Wall Street Journal, 4 March 2005, p. A13
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Definition of Service
Key Concepts
No finished goods inventory Intangibility of the product Simultaneous production and consumption Difficulty in defining and measuring quality and productivity Other Differences between Manufacturing and Service (See Table 5.1)
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Related Concepts
Service guarantee
Analogous to a guarantee for a product Requires specific criteria and responses
Service Recovery
What you do to compensate the customer for bad service.
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Service/Product bundle
Combination of product with service (most common)
Pure Product
Very rare. Yard sale. Blacksmith.
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Service-Product Bundles
The Service-Product Bundles has three parts: physical goods (facilitating goods)what you can carry away tangible service (explicit service)what the seller does for you. psychological service (implicit service) how you feel about it.
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Services
25% 50% 75% 100%
Self-service groceries
Automobile
Installed carpeting Fast-food restaurant Gourmet restaurant Auto maintenance
Haircut
Consulting services
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Moments of Truth
Moment of Truth = customer contact with a service system. Service is defined as the cumulative effect of all the moments of truth. One failed moment of truth can cause failure of the entire service.
Moments of Truth
Examples from book: SAS airlines has 50,000 moments of truth per day. Marriott hotels has 6,000,000 moments of truth per day.
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Departs Plane
Receives in-flight service Boards aircraft
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Low
Degree of Labor intensity
Service factory
High
Service shop
Hospitals Auto repair Repair services
Low
Mass services
High
Professional Services
Lawyers Doctors Accountants Architects
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Internal service quality, leads to Employee satisfaction, leads to Employee retention & productivity, lead to External service value, leads to Customer satisfaction, leads to Customer loyalty, leads to Revenue growth & profitability (the goal)
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Summary
Defining Service Service Guarantees/service recovery The Service-Product Bundle Cycle of Service Customer Contact Service Matrix Service/Profit Chain
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