Service System

• A service system is a configuration of technology and organizational

networks designed to deliver services that satisfy the needs, wants, or
aspirations of customers.
• Service delivery is a process of Front stage, Back stage and customer
processing.
• The components of the service system are:
• (1) The service operations system,
• (2) The service delivery system, and
• (3) The service marketing system.
Service Operations system
• The part of the total service system where inputs are processed and the
elements of the service product are created.
• Service personnel
• Front stage service-Aspects of service operations and delivery that are visible
or otherwise apparent to customers- physical facilities, equipment, and other
tangibles
• Back stage service- Aspects of service operations that are hidden from
customers-billing, ordering, account keeping.
• Integration between them
• High contact(gym), Medium contact(automobile repairing, documentation
service) and low contact services(processing services)
Service delivery system
The part of the total service system where final “assembly" of the elements
takes place and the product is delivered to the customer; it includes the visible
elements of the service operation.
• High-touch and High-tech service
• Technical and interpersonal skills
• Employee discretion
• Potential for automation
• Routineness
• Degree of involvement
• Options for delivery of services
Role and Script theories
Roles- To be performed by an individual in a certain social interaction
in order to attain maximum effectiveness in goal accomplishment.
Scripts-Are sequences of behavior that both employees and customers
are expected to learn and follow during service delivery…Flight
attendants
Structured or Flexible
Service communication system
• Advertising
• Sales calls
• Billing/Statements
• Mails, phone calls
• Exposures to facilities-
• Stories and editorials
• Word of mouth stories