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Chapter 6 AOM
Chapter 6 AOM
Chapter 6
Product Design and Process
Selection – Services
OBJECTIVES
• Service Generalizations
• Service Strategy: Focus & Advantage
• Service-System Design Matrix
• Service Blueprinting
• Service Fail-safing
• Characteristics of a Well-Designed Service
Delivery System
Service Generalizations
1. Everyone is an expert on services
Service Businesses
Defined
A service business is the management of
organizations whose primary business
requires interaction with the customer
to produce the service
• Facilities-based services: Where the customer
must go to the service facility
Internal Supplier
Exhibit
Exhibit6.1
6.1
The Service Triangle
AAphilosophical
philosophicalviewviewthat
that
suggests The Service
suggeststhe
theorganization
organization Strategy
exists
existsto
toserve
servethe
the
customer,
customer,andandthe
the
systems
systemsandandthe
the
employees
employeesexist
existto
to
facilitate
facilitatethe
theprocess
processof
of The
service.
service. Customer
The The
Systems People
Exhibit
Exhibit6.7
6.7
Service-System Design Matrix
Degree of customer/server contact
Buffered Permeable Reactive
High core (none) system (some) system (much) Low
Face-to-face
total
customization
Face-to-face
Sales loose specs Production
Face-to-face
Opportunity tight specs Efficiency
Phone
Internet & Contact
on-site
Mail contact technology
Low High
Service Fail-safing
Poka-Yokes (A Proactive Approach)
• Keeping a
mistake from Task
becoming a
service defect
Treatment Tangibles
• How can we fail-
safe the three
Ts?
Have we
compromised
one of the
3 Ts?
1.
1. Task
Task
2.
2. Treatment
Treatment
3.
3. Tangible
Tangible
Characteristics of a Well-Designed
Service System
1. Each element of the service system is consistent
with the operating focus of the firm
2. It is user-friendly
3. It is robust
7. It is cost-effective
©The McGraw-Hill Companies, Inc., 2004
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End of Chapter 6