Beruflich Dokumente
Kultur Dokumente
Learning Objectives
Classify a service into one of four categories using the
service process matrix.
Describe a service using the four dimensions of the
service package.
Discuss the managerial implications of the distinctive
characteristics of a service operation.
Discuss the insights obtained from a strategic
classification of services.
Discuss the role of a service manager from an open-
systems view of service.
Unified Services Theory
“With service processes, the customer
provides significant inputs to the production
process. With manufacturing processes,
groups of customers may contribute ideas to
the design of the product, but individual
customers’ only participation is to select and
consume the output. All managerial themes
unique to services are founded in this
distinction”
Sampson, IJSIM 11:4 (2001).
Unified Service Theory Themes
Service processes are distinguished from non-service
processes only by the presence of customer inputs
and implications thereof.
For those familiar with business management in
general, understanding those additional issues
unique to managing services requires only
understanding the implications of customer inputs.
Customer inputs are the root cause of the unique
issues and challenges of services management.
Sampson and Froehle, POMJ 15:2 (2006)
Unique Characteristics of Services
Intangibility: creative advertising, no patent
protection, importance of reputation
Perishability: cannot inventory, opportunity loss of
idle capacity, need to match supply with demand
Heterogeneity: customer participation in delivery
process results in variability
Simultaneity: opportunities for personal selling,
interaction creates customer perceptions of quality
Customer Participation in the Service Process:
attention to facility design but opportunities for co-
production
A Basic View: Services as a
Service/Product Bundle
Element Core Goods Core Service
Example Example
Business Custom clothier Business hotel
Why do this?
Who can I learn from?
How can I differentiate myself?
Strategic Service Classification
(Nature of the Service Act)
Direct Recipient of the Service
People Things
Services Directed at Services Directed at Goods and
People’s Bodies: other Physical Possessions:
Healthcare Freight transportation
Tangible Passenger transportation Repair and maintenance
Actions Beauty salons Laundry and dry cleaning
Exercise clinics Veterinary care
Nature of Restaurants
the Service
Services Directed at Services Directed at Intangible
Act People’s Minds: Assets:
Education Banking
Intangible Broadcasting Legal services
Actions Information Services Accounting
Theaters Securities
Museums Insurance
Strategic Service Classification
(Relationship with Customers)
Type of Relationship between Service
Organization and its Customers
“Membership” Relationship No Formal Relationship
Control Monitor
Service Package
Supporting facility
Communicate Facilitating goods Basis of
by advertising Explicit services selection
Implicit services
Xpresso Lube’s Service Package
Supporting Facility
Facilitating Goods
Information
Explicit Services
Implicit Services
Xpresso Lube’s Distinctive Service
Characteristics
Intangibility
Perishability
Heterogeneity
Simultaneity