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CHAPTER 9: DESIGN SERVICE PROCESSES - Coggle Diagram
CHAPTER 9: DESIGN SERVICE PROCESSES
Nature of Services
Types of Services
Business Services
Social Services
Personal Services
Service package
Definition
A bundle of goods and services that is provided in some environment
Features
Supporting facility
: The physical resources that must be in place before a service can be offered
Facilitating goods
: The material purchased by the buyer or the items provided to the customer
Information
: Data provided by the customer
Explicit services
: Benefits that are observable by the senses
Implicit services
: Psychological benefits the customer may sense only vaguely
An Operational Classification of
Services
Customer contact
: the physical presence of the customer in the system
Extent of contact:
high degree of customer contact -> difficult to control
Creation of the service:
the work process involved in providing the service itself
Designing Service Organizations
Service-System Design Matrix
Production efficiency decreases with more customer contact.
Service encounters can be configured in a number of different ways:
1.Mail contact
Internet and on-site technology
Phone contact
Face-to-face tight specs
Face-to-face loose specs
Face-to-face total customization
Low contact allows the system to work more efficiently
Strategic Uses
of the Matrix
Virtual Service
Pure virtual customer contact
Mixed virtual and actual customer contact
3 Contrasting Service Des
The production line approach (McDonald’s)
The self-service approach (ATM machines)
The personal attention approach (Ritz-Carlton Hotel Company)
7 Characteristics of a Well-Designed Service Sys
Each element of the service system is consistent with the operating focus of the firm.
It is robust.
It is user-friendly
It is structured so that consistent performance and systems is easily maintained.
It is cost-effective.
It manages the evidence of service quality
It provides effective links between the back office and the front office