Professional Documents
Culture Documents
The Nature of Services
The Nature of Services
Learning Objectives
Classify a service into one of four categories using the
service process matrix.
Describe a service using the four dimensions of the
service package.
Discuss the managerial implications of the distinctive
characteristics of a service operation.
Discuss the insights obtained from a strategic
classification of services.
Discuss the role of a service manager from an open-
systems view of service.
An Integrated Approach to Service Management
Education Banking
Intangible actions Broadcasting Legal services
Information services Accounting
Theaters Securities
Museums Insurance
Strategic Service Classification
(Relationship with Customers)
Type of Relationship between Service Organization and Its Customers
Nature of
Service Delivery “Membership” relationship No formal relationship
Electricity Insurance
Peak demand can Telephone Legal services
usually be met Police emergency Banking
without a major delay Hospital maternity unit Laundry and dry cleaning
Control Monitor
Service package
Supporting facility
Communicate Facilitating goods Basis of
by advertising Explicit services selection
Implicit services
Village Volvo’s Service Package
Supporting Facility
Facilitating Goods
Information
Explicit Services
Implicit Services
Village Volvo’s Distinctive
Service Characteristics
Intangibility
Perishability
Heterogeneity
Simultaneity
Facilitating Goods
Information
Explicit Services
Implicit Services
Xpresso Lube’s Distinctive
Service Characteristics
Intangibility
Perishability
Heterogeneity
Simultaneity