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Nature of servicesServices are everywhere
Service is ‘an act or performance that one party can offer
to another;That is essentially intangible;And does not result into the ownership of
anything.Production may/may not be tied to a physical
product.
Nature of servicesService Mix
Pure tangible goods; e.g. PhenylTangible good + accompanying service; carsHybrid; restaurantsService + accompanying goods; travelPure service; education, consulting
Nature of servicesEquipment based (ATMs) / people based
(consulting, cleaning)Requires the client’s presence (brain
surgery); car washing doesn’t. Services for personal or business needs. Profit/non profit; public/private ownership.
Characteristics of ServicesIntangibility
No idea of the outcome of the service.Therefore, ‘tangibilize the intangibles’. Through physical evidence and presentation.
Place People Equipment Price Communication materials.
Characteristics of ServicesInseparability
Produced and consumed simultaneously. The client is present when the service is
produced.The provider becomes a part of the service.
VariabilityHuman behavior cant be standardized.Try to hire good people.
Characteristics of ServicesPerishability
Services can’t be storedCan’t store for peak demands
Differential pricing Reservation systems Increased consumer participation
Managing Service QualityGap 1:
Consumer expectation and management perception
Gap 2:Management Perception and service-quality
specification
Managing Service QualityGap 3:
Service quality specification and service delivery
Gap 4:Service delivery and external communications
Gap 5:Perceived service and expected service
Managing Service QualityReliability
Ability to perform promised service accurately
ResponsivenessWillingness to help customers, prompt service
AssuranceKnowledge and courtesy of employess
Managing Service QualityEmpathy
Caring, individualized attention
TangiblesAppearance of physical facilities, equipment,
personnel, etc.
Best PracticesStrategic concept: be “customer -obsessed”Top management commitmentSet high standardsSelf-service technologies (SSTs) – ATM,
IRCTCMonitoring SystemsSatisfying employees as well as customers