Professional Documents
Culture Documents
Chap 04 Design
Chap 04 Design
Learning Objectives
1. 2. 3.
4. 5.
New service development process. Service blueprinting. Dimensions of divergence and complexity. Taxonomy of service processes. Generic approaches to service system design.
Technology Driven Service Innovation Power/energy Physical design Materials Methods Information
Structural
- Delivery system - Facility design - Location - Capacity planning
Managerial
- Service encounter - Quality - Managing capacity and demand - Information
Full Launch
Enablers
Development
Formulation of new services objective / strategy Idea generation and screening Concept development and testing
People
Service design and testing Process and system design and testing Marketing program design and testing Personnel training Service testing and pilot run Test marketing
Product
Technology
Tools
Systems
Design
Analysis
Business analysis Project authorization
Degree of Divergence Amount of discretion permitted the server to customize the service. (attorney vs. paralegal)
Pre-prepared: No Choice Limit to Four Choices Sundae Bar: Self-service Coffee, Tea, Milk only Serve Salad & Entree Together: Bill and Beverage Together Cash only: Pay when Leaving
Individually Prepared at table Expand to 20 Choices: Add Flaming Dishes; Bone Fish at Table; Prepare Sauces at Table Expand to 12 Choices Add Exotic Coffees; Sherbet between Courses; Hand Grind Pepper
COLLECT PAYMENT
2. Customer as Coproducer
Self Service Smoothing Service Demand
3. Customer Contact
Degree of Customer Contact Separation of High and Low Contact Operations Airline reservationists/baggage handler
4. Information Empowerment
Employee Customer
IT its not just for nerds anymore cancelled airline flight package tracking
Discussion Questions
1. 2.
3. 4.
What are the limits in the production-line productionapproach to service? Give examples of a service in which substituting technology for people would be inappropriate. What are some drawbacks of customer participation in the service delivery process? What ethical issues are raised in the promotion of sales during a service transaction?