24510947 service process of service marketing

8/12/2019 24510947 Service Process of Service Marketing

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SERVICE PROCESS


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PRESENTATION OBJECTIVES

To cover topics like what is service.

What is service process.

Factors influencing designing service process.


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Whatis Service?

Kotlers definition of Service- A service is an activity or

benefit that one party can offer to another that is essentially

intangible and does not result is the ownership of anything. Its

production may or may not be tied to a physical product.

Example-.Education institute

Internet service provider

Health care service


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Service process

It is sixth element of service marketing mix. The service processrefers to how a service is provided or delivered to a customer.

Processes involve the procedures, tasks, schedules, mechanisms,

activities and routines by which a service is delivered to the customer.


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Factors in designing service process

Designing a service delivery system is creative process. It

begins with a service concept and strategy to provide a service

with features to differentiate it from the competition.

SERVICE ITSELF

CUSTOMER PARTICIPATION

DEGREE OF CUSTOMER CONTACT

LOCATATION OF SERVICE DELIVERY COMPLEXITY OF SERVICE


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Service process matrix

Degree of interaction and Customization

Low High

Degree of

labor

Intensity

Low

High

Service Factory

Airlines

Transportation

Hotel

Mass Service

Retailing

Wholesaling

Schools

Retail aspects of

commercial banking

Service Shop

Hospitals

Auto repair

Other repair service

Professional Service

Doctors

Lawyers

Accountants

Architects


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SERVICE PROCESS PLANNING

BASIC TECHNOLOGICAL DECISION

MATERIALS DECISIONSPECIFIC EQUIMENT DECISION

PROCESS FLOW DECISOINBLUE PRINTS

FOW CHART

FRONT OFFICE\ BACK OFFICE

LAYOUTBENCH MARK

PEOPLE DECISION


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Service Blueprinting

Service blueprint is basically a flowchart of the service

process. It is a map in which all the element or activities, their

sequencing and interaction can be visualize. A detailed

blueprint is a micro-level blueprint. A concept blueprint

demonstrate how each job or department functions inrelationship to the service as a whole.


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Service Blueprint Components :

CUSTOMER ACTIONSline of interaction

ONSTAGE CONTACT EMPLOYEE

ACTIONSline of visibility

BACKSTAGE CONTACT EMPLOYEE

ACTIONSline of internal interaction SUPPORT

PROCESSES


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Overnight Hotel Stay

CONTACTPERSON

(Back

Stage)(OnStage)

CUSTOMER

HotelExteriorParking

Cart forBags

DeskRegistrationPapersLobbyKey

ElevatorsHallwaysRoom

Cart forBags

RoomAmenitiesBath

Menu DeliveryTrayFoodAppearance

Food

BillDeskLobbyHotelExteriorParking

Arrive

at

Hotel

Give Bags

to

Bellperson

Check inGo to

Room

Receive

Bags

Sleep

Shower

Call

Room

Service

Receive

Food

EatCheck out

and

Leave

Greet and

Take

Bags

Process

Registration

Deliver

Bags

Deliver

FoodProcess

Check Out

Take Bagsto Room

Take

FoodOrder

Registration

SystemPrepare

Food

Registration

System

PHYSICAL

EVIDENCE


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Building a Service Blueprint

Step 1 Identify the process to be blue-printed.

Step 2 Identify the customer or customer

segment.

Step 3 Map the process from the customers

point of view.

Step 4 Map contact employee actions, onstage

and back-stage.

Step 5 Link customer and contact person

activities to needed support functions.

6 Add evidence of service at each customer

action step.


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Applicationof Service BlueprintsNew Service Developmentconcept development

market testing

Supporting a Zero Defects Culture

managing reliability

identifying empowerment issues

Recovery Strategiesidentifying service problems

conducting root cause analysis

modifying processes


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Flow Chart

The process flow chart is a primary tools for developing and

describing the conversion system. It provides two essential

types of information about the conversion process.

The action performed on materials, information or people inproviding the service.

The relationships among processes.

For process flow charts, five standardized pictorial symbols are used to

describe the processes. These are-

1. Operation

2. Customer contact

3. Travel

4. Delay

5. Inspection


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Flow chart for mortgage application & approval

Screen application Execute all loans docu.

Move to mortgage officer store the information in PC.

wait to be processed verification

Transport documents for further verification

wait for verification of documents

Conduct property appraisal and land survey

verify settlement of funds and insurance requirements


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Front And back office

Whatever decision is made in request of a design

classification, service organizations must address the

issue of front and back office allocations.

The front office- the part of system directly experiencedand visible to the customer. This is where the service is

performed and is thereby open to customer security, e.g.

hotel dining room.

The back office- the part of system from which the

customer is excluded, e.g. the hotel kitchen. It is often

referred to as the manufacturing side of service, not seen

by the customer.


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Benchmarking

Benchmarking - a standard by which something can be

measured or judged. It is defined as measuring the

performance of a business against that of the strongest

competition in order to establish bestpractice.

Internal benchmarking

Competitive benchmarking


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Role of technology and physical aids in service

process

Cost rationalization

More effective quality

Making higher quality possible Closer link up with the customer

Technology as a factor affecting behaviour


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24510947 service process of service marketing

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