service management.ppt.12
DESCRIPTION
Service ,Supply chain management ,Characteristics of service,Product And Service Marketing Mix Differences B/W Goods and Services,Classification of service,Service encounter,Service blueprint,service marketing triangle, types of marketing traingle.TRANSCRIPT
Service Management
By Venkatesh.N
ByVenkatesh.N
Service
>A service is an action of doing something to some one which is essentially (purely) intangible…
>“Service is an act or performance offered
by one party to another that is essentially
intangible and does not result in the
ownership of anything.”
Supply chain management
Supply chain management is a total system approach to managing the entire flow of information, materials, and services from
raw -materials suppliers through factories warehouses to the end customer
Contd…..
A supply chain is the system of organizations, people, activities, information and resources involved in moving a product or service from supplier to customer.
Supply chain activities transform raw materials and components into a finished product that is delivered to the end customer.
Supply chain
Supplier Manufacturer Distributor Retailer Customers
Supply chain management
Characteristics of services
Characteristics Intangibility:
It cannot be taste, feel & smell before they are bought unlike physical product. The intangibility creates a feeling of uncertainty about the outcome of service.
Inseparatebility:
Services cannot be separated from the services provided (we cannot separate the service from the product) in fact the product delivers consumption of a service.
Variability:
Services of highly variable. It is almost impossible to have the same service from the same seller the second time.
Contd…. Customer participation:
Service product is not a one side activity customer are core product of services. The product quality of services greatly depends upon the ability, skills and performance of the employees as well as the activity and performance of the customer.
No ownership
here we cannot transfer ownership from one person to other person that particular service belongs to particular person because its purely intangible
Pershability They cannot be stored
Product And Service Marketing Mix
Differences B/W Goods and Services
Goods / Services
Classification of service It is required to design & apply marketing techniques to
completely satisfy the customer & increase profit & identify new emerging services
Classification can be done on the following basis Classification by industry Classification by target effect Skill level of service provider (professional/Non
professional) Labour intensiveness(people-based/ equipment-based) Degree of customer involment
Classification by industry Entertainment industry Education Telecommunication Finance & insurance Transportation Public utilities Government services Health Hospitality industry Business services
Classification by target effect
Based on degree of customer involment People processing:- service aimed at physical
care Ex:-health care, clinics, restaurants, hospital, hair stylist, fitness centers.
Mental Stimulus processing:- services aimed at mind of customer Ex:-education, information, entertainment, consulting, psychotherapy.
Possession processing:- Service aimed at physical possession & tangible assets Ex:- repair & maintance, Laundry, repair Services, House cleaning services
Contd….
Information processing:- service for tangible assets Ex:- banking legal consultation, brokerage , financial service.
Skill level of service provider:- Teacher Doctor Engineer Accountant
Lobour Intensiveness
Mechanic Electrician Labour Plumber Artisan
Degree of customer contact
High degree (every day)-TV channels, Mobile etc…..
Moderate Degree(regular)- teacher, barber, washer man etc…
Low degree(occasional)-priest, doctor etc…
Service encounter
A service encounter is a period of time during which customer interact directly with a service. It is also called as "Moment of Truth“
Service encounters are transactional interactions in which one person (e.g., a vendor, office clerk, travel agent) provides a service or good (e.g., a product, an appointment, airline tickets) to another person.
Service blueprint
The blueprint is an operational tool that describes the nature and the characteristics of the service interaction in enough detail to verify, implement and maintain it.