Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
in
Service
Industry
By
Praveen Sidola
Role of Services in an
Economy
Services are deeds, processes, and performances.
Valarie Zeithaml & Mary Jo Bitner
A service is a time-perishable, intangible experience
performed for a customer acting in the role of a co-producer.
James Fitzsimmons
Role of Services in an
Economy
Full Launch
Design
an
Co iza
nt tio
ex na
t
l
Or
g
People
Produc
t
Technology
s
am
Te
Service design
and testing
Process and system
design and testing
Marketing program
design and testing
Personnel training
Service testing and
pilot run
Test marketing
Development
Enablers
Formulation
of new services
objective / strateg
Idea generation
and screening
Concept
development and
testing
Systems
Tools
Analysis
Business
analysis
Technolog
y
Custom
er
Technolog
y
Serv
er
A. Technology-Free
Service Encounter
Custom
er
Technolog
y
Serv
er
B. Technology-Assisted
Service Encounter
Technolog
y
Custom
er
Custom
er
C. Technology-Facilitated
Service Encounter
Technolog
y
Serv
er
D. Technology-Mediated
Service Encounter
Custom
er
Serv
er
Serv
er
E. Technology-Generated
Service Encounter
Service
Quality
Gap
Model
Customer
Customer
Perceptions
Managing the
Evidence
Customer Satisfaction
GAP 5
Expectations
Customer /
Marketing Research
GAP 1
Communication
GAP 4
Understanding
the Customer
Management
Perceptions
of Customer
Expectations
Service
Delivery
Conformance
GAP 3
Conformance
Design GAP 2
Service
Standards
Service Design
Service
process
Resources
Take
corrective
action
Identify reason
for
nonconformance
Service
concept
Customer
output
Monitor
conformance to
requirements
Establish
measure of
performance
Efficiency
versus
satisfaction
Contact
Personnel
Customer
Perceived
control
Process Analysis
Terminology
Cycle
Forecasting Models
Subjective
Models
Delphi Methods
Causal Models
Regression Models
Time Series Models
Moving Averages
Exponential Smoothing
Developing
complementary
services
Developing
reservation
systems
SUPPLY
STRATEGIES
Partitioning
demand
Sharing
capacity
Establishing
price
incentives
Crosstraining
employees
Promoting
off-peak
demand
Using
part-time
employees
Yield
management
Increasing
customer
participation
Scheduling
work shifts
Creating
adjustable
capacity
Arrival Process
Arrival
process
Static
Dynamic
Random
arrivals with
constant rate
Random arrival
rate varying
with time
Facilitycontrolled
Accept/Reject
Price
Appointments
Customerexercised
control
Reneging
Balking
Renege
Calling
population
Arrival
process
Balk
Queue
configuration
Queue
discipline
Service
process
Departure
No future
need for
service
Process and
Product
Design
Manufacturing
Material transfer
Distribution
Retailing
Information transfer
Customer
Customer
Service
Service
Design
Material transfer
Service
Provider
Information transfer
Customer
Inventory Models
Economic
Expansion Strategies
Single Service
Multiservice
Focused service:
Clustered service:
Focused network:
Diversified network:
Single
Location
Multisite
Reference
Service