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Lesson 2: Service Design & Evaluation (Service BluePrint (Line of…
Lesson 2: Service Design & Evaluation
Service-Product Bundle
purchase of
product
is accompanied by some facilitating service (e.g. installation)
purchase of
service
includes facilitating goods (e.g. food at a restaurant)
Bundle of goods & services
Product warranty
Design
Packaging
Colour
Brand
Seller's reputation
Price
Seller's services
Physical characteristics of goods
Product quality
Unique service characteristics
Inseparable
Created & consumed simultaneously
Cannot be stored
Customers are co-producers
Involvement of other customers
Known as critical incidents
Heterogeneous
Impossible to acheive 100% perfect quality on ongoing basis
Combination of intangible nature of service and customer (results varies from customer to customer)
Impossible to ensure consistency of service even with the same provider on daily basis
Intangible
Cannot be seen
Cannot be felt
Primary source of difference
Cannot be tasted
Perishable
Lost forever when not in used (e.g. service - patient cancelling appointments)
Cannot be stored
Service Package
Information
Operations data that is provided by customer to enable efficient & customized service (e.g. Patient electronic medical records (EMR), seats on airplane)
Explicit Service
Benefiits that are readily observable by senses that consists of intrinsic features of service (clear evidence of good service - e.g. absence of pain after a tooth is repaired, smooth running car after a tune-up)
Facilitating Goods
Material purchased/consumed by buyer/items provided by customer (e.g. medical supplies, legal documenets, food items)
Implicit Service
Psychological benefits that can be sense vaguely (e..g. privacy of loan service)
Supporting Facility
Physical resource before a service can be offered (building - e.g. hospital, airplane)
Criteria of SP
Facilitating Goods
Consistency
Quantity
Selection
Information
Timely (Updated & Recent orders)
Useful
Accurate
Supporting Facility
Location
Interior Decoration
Supporting Equipment
Architectural Appropriateness
Facility Layout
Explicit Service
Comprehensiveness
Consistency
Training of service personnel
Availiability
Implicit Service
Status
Sense of well-being
Waiting
Privacy & Security
Atmosphere
Convenience
Attitude of service
Service BluePrint
Map/flowchart of all transactions constiituting service delivery process
Identify fail points
Physical Evidence
Line of interaction
customer-initiated steps, choices & interactions of customers
Line of visibility
Actions in full view of customer
Line of internal interaction
Support processes that generate questions concerning the capacity requirements of back-office systems