服务管理Chap002_li.pptVIP

Learning Objectives Identity and critique the five distinctive characteristics of a service operation and explain the implications for managers. Describe a service using the five dimensions of the service package. Use the service process matrix to classify a service. Explain how a strategic classification of services can be helpful to managers. Explain the role of a service manager from an open-systems view of service. 2-* Chapter 02The Nature of Services Service-Product Bundle Element Core Goods Example Core Service Example Business Custom clothier Business hotel Core Business suits Room for the night Peripheral Goods Garment bag Bath robe Peripheral Service Deferred payment plans In house restaurant Variant Coffee lounge Airport shuttle 2-* Service-Product Bundle cont’d The distinction between a product and a service is difficult to make, because the purchase of a product is accompanied by some facilitating service (e.g., installation) and the purchase of a service often includes facilitating goods (e.g., food at restaurant). Each purchase includes a bundle of goods and services in varying proportions. (self-service gasoline, personal computer, office copier, fast-food restaurant, gourmet restaurant, auto repair, airline flight, haircut) Distinctive Characteristics of Services Simultaneity: The fact that services are created and consumed simultaneously and, thus, cannot be stored is a critical feature in the management of services. (finished and WIP inventory, quality-control intervention) Perishability: Because a service cannot be stored, it is lost forever when not used. The full utilization of service capacity becomes a management challenge, because customer demand exhibits considerable variation and building inventory to absorb these fluctuations is not an option. (smooth demand, adjust service capacity, wait) 2-* Distinctive Characteristics of Services cont’d Intangibility: ideas and concepts and no patent protection, importance of reputati