definition of service zeithmal & bitner- zeithmal & bitner- “ deeds, processes &...
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Definition of ServiceDefinition of Service
• Zeithmal & Bitner- Zeithmal & Bitner-
“ “ Deeds, processes & performances”Deeds, processes & performances”– Deeds- Deeds- actions of Service Providersactions of Service Providers
– Processes- Processes- steps in providing servicessteps in providing services
– Performance- Performance- customer's understanding of service deliverycustomer's understanding of service delivery
Kotler- Kotler-
““A service is any act or performance that one party can A service is any act or performance that one party can offer to another that is essentially intangible & does not offer to another that is essentially intangible & does not result in the ownership of anything. Its production may result in the ownership of anything. Its production may be or may not be tied to a physical product.”be or may not be tied to a physical product.”
Types of ServicesTypes of Services
1.1. CommunicationCommunication2.2. TransportationTransportation3.3. Real Estate ServicesReal Estate Services4.4. EntertainmentEntertainment5.5. Marketing Related ServicesMarketing Related Services6.6. Financial & InsuranceFinancial & Insurance7.7. MedicalMedical8.8. GovernmentGovernment9.9. Public Utility Services- Public Utility Services- Water, Electricity & GasWater, Electricity & Gas
10.10. HospitalityHospitality11.11. Trading Services- Trading Services- wholesale, retailingwholesale, retailing
12.12. Other Professional ServicesOther Professional Services13.13. Internet Based ServicesInternet Based Services14.14. E-Commerce etcE-Commerce etc
Why Services Marketing?Why Services Marketing?
• 1. Service Based Economy1. Service Based Economy
• 2. Service as a Business Imperative in 2. Service as a Business Imperative in Manufacturing & ITManufacturing & IT
• 3. Professional Service Needs & De-regulation3. Professional Service Needs & De-regulation
• 4. Services Marketing is Different from 4. Services Marketing is Different from Manufacturing & Goods MktgManufacturing & Goods Mktg
• 5. Service leads to Profit5. Service leads to Profit
SERVICE BLUEPRINTSERVICE BLUEPRINT
• A service blueprint is a picture or map that accurately portrays A service blueprint is a picture or map that accurately portrays the service system so that the different people involved in the service system so that the different people involved in providing it can understand and deal with it objectively, providing it can understand and deal with it objectively, regardless of their roles or their individual points of view.regardless of their roles or their individual points of view.
• A service blueprint visually displays the service through,A service blueprint visually displays the service through,
1.1. Process of the service deliveryProcess of the service delivery
2.2. The points of customer contactThe points of customer contact
3.3. The roles of customers & employees &The roles of customers & employees &
4.4. The visible elements of serviceThe visible elements of service
SERVICE BLUE PRINT
PROCESS
Points of CONTACT
EVIDENCE
Service Service Mapping/BlueprintingMapping/Blueprinting• A tool for simultaneously depicting A tool for simultaneously depicting
the service process, the points of the service process, the points of customer contact, and the customer contact, and the evidence of service from the evidence of service from the customer’s point of view.customer’s point of view.
Service Blueprint Service Blueprint ComponentsComponents
CUSTOMER ACTIONS
line of interaction
“ONSTAGE” CONTACT EMPLOYEE ACTIONS
line of visibility
“BACKSTAGE” CONTACT EMPLOYEE ACTIONS
line of internal interaction
SUPPORT PROCESSES
Service Blueprint Service Blueprint ComponentsComponents
DriverPicksUp Pkg.
DispatchDriver
AirportReceives& Loads
SortPackages
Load onAirplane
Fly toDestinati
on
Unload&
Sort
LoadOn
Truck
Express Mail Delivery ServiceExpress Mail Delivery ServiceSU
PPO
RT
PR
OC
ESS
CO
NTA
CT
PER
SO
N(B
ack
Sta
ge)(O
n S
tage)C
USTO
ME
RPH
YSIC
AL
EV
IDEN
CE
CustomerCalls
CustomerGives
Package
TruckPackagingFormsHand-held ComputerUniform
ReceivePackage
TruckPackagingFormsHand-held ComputerUniform
DeliverPackage
CustomerServiceOrder
Fly toSort
Center
Overnight Hotel StayOvernight Hotel StayS
UP
PO
RT P
RO
CES
SCO
NTA
CT P
ER
SO
N
(Back
Sta
ge)(
On S
tage)C
US
TO
MER
HotelExteriorParking
Cart for Bags
DeskRegistrationPapersLobbyKey
ElevatorsHallwaysRoom
Cart for Bags
RoomAmenitiesBath
Menu DeliveryTrayFoodAppearance
Food
BillDeskLobbyHotelExteriorParking
Arriveat
Hotel
Give Bagsto
BellpersonCheck in Go to
RoomReceive
BagsSleep
Shower
CallRoom
Service
ReceiveFood
EatCheck out
andLeave
Greet andTakeBags
ProcessRegistration
DeliverBags
DeliverFood
ProcessCheck Out
Take Bagsto Room
TakeFoodOrder
RegistrationSystem
PrepareFood
RegistrationSystem
PH
YS
ICA
LEV
IDEN
CE
Step 1
Identify the process to be blue-printed.
Step 1
Identify the process to be blue-printed.
Step 2
Identify the customer or customer segment.
Step 2
Identify the customer or customer segment.
Step 3
Map the process from the customer’s point of view.
Step 3
Map the process from the customer’s point of view.
Step 4
Map contact employee actions, onstage and back-stage.
Step 4
Map contact employee actions, onstage and back-stage.
Step 5
Link customerand contact person activities to needed support functions.
Step 5
Link customerand contact person activities to needed support functions.
Step 6
Add evidence of service at each customer action step.
Step 6
Add evidence of service at each customer action step.
Building a Service BlueprintBuilding a Service Blueprint
Example of Service BlueprintingExample of Service Blueprinting
Brushshoes
Applypolish
Failpoint
BuffCollect
payment
Cleanshoes Materials
(e.g., polish, cloth)
Select andpurchasesupplies
Standardexecution time
2 minutes
Total acceptableexecution time
5 minutes
30secs
30secs
45secs
15secs
Wrongcolor wax
Seen bycustomer 45
secs
Line ofvisibility
Not seen bycustomer butnecessary toperformance
Service Blueprinting Steps
1. Identify processes
2. Isolate fail points
3. Establish a time frame
4. Analyze profitability
Application of Service Application of Service BlueprintsBlueprints• New Service DevelopmentNew Service Development
•concept developmentconcept development
•market testingmarket testing
• Supporting a “Zero Defects” CultureSupporting a “Zero Defects” Culture•managing reliabilitymanaging reliability
• identifying empowerment issuesidentifying empowerment issues
• Service Recovery StrategiesService Recovery Strategies• identifying service problemsidentifying service problems
•conducting root cause analysisconducting root cause analysis
•modifying processesmodifying processes
Blueprints Can Be Used By:Blueprints Can Be Used By:
• Service MarketersService Marketers– creating realistic creating realistic
customer expectationscustomer expectations• service system designservice system design• promotionpromotion
• Operations ManagementOperations Management– rendering the service as rendering the service as
promisedpromised• managing fail pointsmanaging fail points• training systemstraining systems• quality controlquality control
• Human ResourcesHuman Resources– empowering the human empowering the human
elementelement• job descriptionsjob descriptions
• selection criteriaselection criteria
• appraisal systemsappraisal systems
• System TechnologySystem Technology– providing necessary providing necessary
tools:tools:• system specificationssystem specifications
• personal preference personal preference databasesdatabases
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