The Product - Process Matrix

Projects

BatchProduction

Mass Production

ContinuousProduction

LowLow

High

High

Standardization

Vol

ume

The Service - Process Matrix

Professional Service

Service Shop

Mass Service

ServiceFactory

Low

Low

High

High

Customization

Lab

or

Inte

nsit

y

The Service-Process Matrix

Services emphasizes on two things:

Degree Of Customization ( rather than standardization)

Degree Of Labor Intensity (rather than standardization )Service process matrix is based on two service

characteristics.

Professional Service

Professional Service, such as accountant,

lawyer, or doctor is highly customized and very labour intensive.

A doctor provides personal service to each patient based on extensive training in medicine

Service Shop

• Service shop, such as schools and hospitals, is less customized and labour intensives, but still attentive to individual customers.

• A professor interacts with a classroom of students. Although a lecture may b prepared in advance, its delivery is affected the students in each class.

Mass Service

• Mass Service, such as retailing and banking, offers the same basic services to all customers and allow less interaction with the service providers.

• A retail store provides a standard array of products from which customers may chose.

Service Factory

• Services with the least degree of customization and labour intensity, such as airlines and trucking, are most like manufactured products and are thus best processed by a service factory.

• Electricity is a commodity available continuously to customers.